Case Study: Revitalizing Pretzeltober for Ben’s Soft Pretzels

When I first met the client, I was introduced to Pretzeltober, an annual month-long campaign dedicated to raising funds for a nonprofit. Historically, the campaign relied on one or two social media posts and franchise-led in-store promotions, leaving much of its potential untapped.

Recognizing an opportunity to energize the campaign, we aimed to align Pretzeltober with the excitement of the fall season, particularly Halloween—a time when people are naturally drawn to festive and playful content. Past efforts had overlooked this connection, but we were determined to change that.

I scheduled strategy session with my team to reimagine Pretzeltober, outlining the campaign in a detailed creative brief to ensure a seamless timeline and clear deliverables. The result was a vibrant concept inspired by the nostalgic charm of 1960s Halloween. We designed whimsical, Halloween-themed pretzel characters that became the cornerstone of the campaign. These characters were incorporated into a dynamic social media campaign, as well as eye-catching in-store promotional materials.

To make the campaign even more engaging, we integrated donation calls-to-action directly into the retro-inspired visuals, using marquee signs and themed backdrops to seamlessly blend fundraising appeals with the campaign’s aesthetic.

The refreshed Pretzeltober campaign not only brought a renewed energy to the initiative but also connected with audiences in a fun and meaningful way, driving greater awareness and participation than ever before.