Campaign Imminent: SuperPretzel to launch new service, products (Score 24)

Sales Lead: In Q4 2023, J&J Snack Foods's SuperPretzel will launch a new food service and retail snack products.

• The brand is also testing a new campaign in the Atlanta market.
• Parent company J&J has also been relying on acquisitions for growth.
  • For example, last summer, it acquired Dippin' Dots.
• The brand will likely:
  • If the test goes well, SuperPretzel will likely expand the aforementioned regional campaign, "Let the Kid Out," into other areas.
  • Return to higher spend
  • Seek new agency partners
• Target demographic: 
  • B2C: Millennials
  • B2B: Business DMs in the foodservice, retail, and frozen beverages industries​​​​​​​

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, SuperPretzel has spent approximately $58k on digital ads, less than half of the approximately $160.9k spent by this point in 2022.
  • YTD data: The brand has earned around 11.4m digital impressions YTD via desktop display (52%), Instagram (30%, Facebook (13%), mobile display (3%), and YouTube (1%) ads.
    • ​​​​​​​Top site destinations for this year's desktop display ads have included looper.com (18%), cheatsheet.com, wordfind.com, sltrib.com, and fandom.com.
  • Last year: In 2022, SuperPretzel spent roughly $281.1k on this channel, more than double the roughly $106.8k spent in 2021.
• Additional channel insights  
  • The SuperPretzel brand also utilizes digital, TikTok, and online video (via Youtube.com) ads.
  • Parent company J&J additionally invests in print (B2B magazines) and OOH ads.
  • As you can tell from the video above, the SuperPretzels brand also invests in experiential efforts.

Additional agency insights:

• Opportunity: SuperPretzel may seek new brand-specific support to get the word out about the new products, so get in touch soon to remain top-of-mind.
• Current agency roster:
  • Vault Communications​​​​​​​: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.