Pretzel’s snack attack on a new market

Mar 29 2008 by Peter McCusker, The Journal

A PRETZEL maker is relaunching its brand and targeting a sophisticated new audience.

County Durham-based Intersnack has appointed brand ideas company Different, design team The Roundhouse and media specialists Press Ahead to relaunch its premium brand, Penn State.

The North East companies have been given the task of driving a high-profile national marketing and PR campaign to support the new look Penn State.

Penn State was originally launched in 1997 and has since grown into the leading pretzel brand in the UK.

With sales trebling across the past three years, and a 60% distribution penetration in major multiples, the relaunch highlights Stanley-based Intersnack’s commitment to investing in the brand.

A company spokesman said the relaunch was designed to position Penn State firmly in the minds of its 30something female audience and that the sophisticated new image for Penn State will be rolled out instore from June 2008.

The communications campaign will include an exclusive sponsorship deal with the Sky Movies Drama channel, sustained sales promotion activity, a national PR campaign and redesign of the packaging.

The brief, to develop and deliver an integrated plan to launch and sustain Penn State Pretzels, is led by Different with Press Ahead responsible for delivering a national PR campaign.