The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Integrated / Omnichannel Campaign
Annual ID
OS24_IG017B
About the Work
We wanted people to adopt a new holiday tradition of building houses out of Snyder's of Hanover pretzels. But we knew we had to compete with the centuries-old tradition of building them out of gingerbread instead. It wasn't enough that our pretzels were tastier than the prefabricated, cardboard-like walls of modern-day gingerbread homes. No, we had to find a more emotional way in — something that would tug on the holiday heartstrings.
Introducing, Gingerbread Dread, a mock-PSA campaign created to save Gingerbread people from living in homes made of themselves. Instead of forcing Gingerbread people to live in homes made of their own gingerbread flesh, we called on people to build them Snyder's of Hanover pretzel cabins instead.
The fully integrated, omnichannel campaign featured TV, OLV, social media posts, response videos and a morning show integration. Every piece of content directed people to a custom website with recipes and instructions for building 3 custom-made pretzel cabins. After launching TV and OLV, we took our cause to social media — Pinterest, Meta, YouTube and Tik Tok — where we intercepted people looking to find gingerbread houses and encouraged them to build pretzel cabins instead. Those who did, were personally thanked (like any good PSA campaign does) with the help of Open AI. Then, in honor of National Gingerbread Day, we took the PSA to America's biggest morning show — Good Morning America. A week after the campaign launched, world-famous actor Adam Driver made a joke using the campaign's creative insight on Saturday Night Live — immortalizing our PSA within culture forever.
Building a Snyder's of Hanover pretzel cabin isn't just delicious, it's the right thing to do.
Introducing, Gingerbread Dread, a mock-PSA campaign created to save Gingerbread people from living in homes made of themselves. Instead of forcing Gingerbread people to live in homes made of their own gingerbread flesh, we called on people to build them Snyder's of Hanover pretzel cabins instead.
The fully integrated, omnichannel campaign featured TV, OLV, social media posts, response videos and a morning show integration. Every piece of content directed people to a custom website with recipes and instructions for building 3 custom-made pretzel cabins. After launching TV and OLV, we took our cause to social media — Pinterest, Meta, YouTube and Tik Tok — where we intercepted people looking to find gingerbread houses and encouraged them to build pretzel cabins instead. Those who did, were personally thanked (like any good PSA campaign does) with the help of Open AI. Then, in honor of National Gingerbread Day, we took the PSA to America's biggest morning show — Good Morning America. A week after the campaign launched, world-famous actor Adam Driver made a joke using the campaign's creative insight on Saturday Night Live — immortalizing our PSA within culture forever.
Building a Snyder's of Hanover pretzel cabin isn't just delicious, it's the right thing to do.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
Saatchi & Saatchi
Le Truc
Brand-Side / In-House Agency
Campbell Snacks
Media Agency
Spark Foundry
Chief Creative Officer
Marcos Kotlhar
Chief Marketing Officer
Janda Lukin
Director
Jonny Sabbagh
Will Harper
Director of Photography
Carlos Vernon
Executive Producer
Mary Morgan
Josef Byrne
Kelly Hosey
Photographer
Bennett Fuhrman
Social Media Manager
Emma Hein
Hannah Goldberg
Strategy Director
Kris Weldon
Associate Art Director
Jay Do
Associate Copywriter
Danny Todesca
Associate Creative Director, Art
Erin Evon
Associate Creative Director, Copy
Jason Burke
Executive Vice President, Executive Creative Director
Dustin Tomes
Nick Kaplan
Senior Digital Strategist
Ali Gomez
Senior Producer
Lauren Landry
Senior Social Strategist
Annie Lambesis
Account Director
Rebecca Hickman
Assistant Account Executive
Annabelle Sharenow
Associate Director, Content
Jennie Sinetar
Associate Director, Performance Media
Alise Cruice
Associate Media Director, Client Management
Rebecca Kantor
Associate Producer
Matt Kerr
Associate, Content
Cristina Roselli
Audio Engineer
Steve Perski
Brand Manager, Equity (Snacks Division-Pretzels)
Frank Mozingo
CEO
Sarah Kramer
Digital Imaging Technician
Tony Esparza
Director, Consumer Connections
Sarah Levine
Director, Media
Elizabeth Russ
Director, Performance Media
Jordan Arenas
Director, Snyder's of Hanover
Justin Matijcio
EVP, Account Management
Jennifer Byrnes
Executive Vice President
Sarah Rosanova
Executive Vice President, Head of Production
Ryan Chong
Executive Vice President, Planning
Adam Friedman
Executive Vice President, Portfolio Lead
Caitlin Reynolds
Food Stylist & On-Screen Talent
Megan Hastings
Head Foodie USA
Missy Maher
Head of Production
Alex Halley
Lead VFX Artist
Richard 'Stretch' Russell
Manager, Consumer Engagement
Kylie Lynn
Manager, Consumer Engagement (Salty Snacks)
Naomi Zinner
Manager, Content
Lilly Nunnally
Manager, Media
Marissa Giletto
Manager, Planning
Jessica Yukich
Managing Director
James Zavaleta
Production Designer
Gordon Allen
Program Manager
Alice Joh
Puppet Maker
Joshua Flynn
Puppeteer
Tim Cherry-Jones
Senior Account Supervisor
Delaney Lightel
Senior Associate, Planning
Sean Santore
Senior Business Affairs Manager
Mike Heaton-Gill
Senior Integrated Producer
Chelsea Staples
Senior Manager Social Media, External Communications
Lara Nicotra
Senior Manager, Brand PR
Alicia Bozzone
Senior Post Producer
Joe Petruccio
Vice President Group Director, Social Strategy
Sung Kim
Vice President, Consumer
Angeline Putnickovich
Vice President, Integrated Marketing
Chris Tutor
Vice President, Salty Snacks
Nick Hammitt
VP, Content
Ebony Jones
Wardrobe Stylist
Poppy Bell
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