Intersnack promotes Penn State through Gardiner Richardson campaign
An integrated marketing campaign for snack manufacturer Intersnack has been devised by Gardiner Richardson, for the client’s Penn State pretzel range.
The ‘Release the Flavour’ campaign will combine on-street promotional sampling alongside PR and digital activity, handled by the Newcastle agency.
Gardiner Richardson has product the experiential marketing strategy behind the pop-up garden party, currently touring 14 cities across the UK with the aim of raising awareness of the brand and its flavours across both the Pretzel and Deli Chip ranges.
A microsite, online competitions featured on blog sites Handbag and All About You, as well as social media activity have been implemented, including the creation of a Penn State Snacks Facebook page, and the on-street team also regularly update proceedings on Four Square to highlight their whereabouts.
Dom Aldred, director, of Gardiner Richardson, said that the campaign had required the agency to employ its full breadth of experience and skills.
“In particular we recognised that the core female audience we are targeting are regular users of social media. They’re into fashion, style and the latest trends and that’s why we’re utilising the Penn State Facebook page to interact directly with consumers and establish dialogue with them. We want Facebook members to be able to ask questions, tell us what they think of the flavours and learn more about the brand.”
Steve Harger, marketing manager of Intersnack, added that the company felt it was crucial to continue its social media activity, as it wanted to interact directly with our consumers and establish a dialogue with them.