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Snyder's of Hanover Brings Back Seinfeld's Jackie Chiles for Big Pretzel Debate

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Saatchi & Saatchi and Biscuit bring back the iconic character to answer the question of whether pretzel pieces are pretzels

Snyder's of Hanover Brings Back Seinfeld's Jackie Chiles for Big Pretzel Debate

Inspired by recent category data, the new Snyder’s of Hanover #PretzelsOrPieces campaign from Saatchi & Saatchi and Biscuit challenges flavour enthusiasts to plead their case: Are Snyder's of Hanover Pretzel Pieces, aka pretzels smashed to pieces and exploding with big, bold flavour, pretzels? 

To fuel the debate, Snyder’s of Hanover partnered with the infamous ‘Seinfeld’ lawyer, Jackie Chiles, who is declaring that Snyder’s of Hanover Pretzel Pieces have no business being called pretzels because they are so boldly flavoured. Jackie thinks it’s egregious, even audacious that these busted up pieces blasted with bold flavours like Cheddar, Hot Buffalo Wing and Honey Mustard & Onion are classified as pretzels. But even he has to admit that pretzels have never tasted quite this good.

Here's the opening statement in the case of #PretzelsOrPieces, we'd love for you to share with the jury:

  • The Stance on Pieces – Jackie thinks that pretzels broken into pieces and coated in bold, lively flavours like Cheddar, Hot Buffalo Wing and Honey Mustard & Onion have no business being called pretzels.
  • 1-844-JCHILES Hotline – Do you think they’re #PretzelsOrPieces? No matter where you stand on the issue, back in lawyer action, Jackie Chiles has secured an epic deal in his latest case. Snyder’s of Hanover has agreed to give one flavour enthusiast pretzels for life. Fans new and old are invited to call the 1-844-JCHILES hotline to enter for a chance to win.
  • Free Pretzels for Life – Just like Jackie's case with Java World, we're giving away the unbeatable reward of free pretzel pieces for life.

The ‘Seinfeld’ Inspiration

The set and wardrobe replicates the original look and feel including exact artwork from the original office set. Video assets will be built in a 4:3 to replicate the original 90’s TV look. Pieces of the script for the campaign were inspired from original ‘Seinfeld’ dialogue.

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Chief Marketing Officer, Campbell’s Snacks: Janda Lukin

Vice President-Integrated Marketing, Campbell’s Snacks: Chris Tutor

Director, Consumer Connections, Campbell’s Snacks: Sarah Levine

Vice President, Salty Snacks: Nick Hammitt

Director, Snyder’s of Hanover: Justin Matijcio

Brand Manager Equity, Snyder’s of Hanover: Matt Venturella

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Director, Media Analytics, Campbell’s Snacks: Brandon Goodman

Associate Manager, Media, Salty Snacks: Haley Sifen

Director, External Communications & Social Media, Campbell’s Snacks: Bethridge Toovell

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EVP, Executive Creative Director: Dustin Tomes

Creative Director, Copywriter: Jon Bellinger

Associate Creative Director, Copywriter: Jason Burke

Associate Creative Director, Art Director: Erin Evon

Director, Integrated Production: Tim LeGallo

Senior Producer: Rachel Tierney

Producer: Charlie Stillman

EVP, Portfolio Lead: Caitlin Reynolds

Senior Account Supervisor: Rebecca Hickman

Account Executive: Grace Boyd-Dias

Assistant Account Executive: Lana Aboushaar

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VP, Director, Brand Strategy: Kevin Stanton

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CEO: Sarah Kramer

EVP, Account Management: Jennifer Byrnes

EVP, Head of Experience Design, Content: Brian Cronk

Director, Media Planning, Strategy: Alyssa Papa

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Zeno Group

EVP: Jackie Cox

SVP: Andrea Betts D’Alessio

Senior Account Supervisor: Nirmala Singh

Director, Digital Marketing: Mary Schremser

Production

Production Co: Biscuit

Director: Aaron Stoller

Executive Producer: Holly Vega

DP: Eric Schmidt

Production Designer: Dan Butts

Post Production

Edit Company: Harbor Picture Company

Editor: Tim Warmanen

Assistant Editor: Luke Nelson

Producer: Casey Swircz

Executive Producer: Jesse Schwartz

Colorist: Vincent Taylor

Sound Designer: Glen Landrum

Music: Pickle Music


Talent

Jackie Chiles: Phil Morris

Client: Mark Saul


Talent Representation

Talent Representative for Phil Morris: Metropolitan Talent Agency

Celebrity Talent & IP Negotiation: Creative License


IP Licensor Partners

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Warner Bros. Entertainment, Consumer Products: Greg Bass

Genres: Dialogue, Comedy, People

Categories: Savoury Snacks, Food

Biscuit UK, Fri, 17 Jun 2022 09:12:30 GMT