Client: GFG Management / Pretzelmaker (Norcross, GA)
Agency: Ogilvy PR (Atlanta)
Campaign: National Pretzel Day 2011
Duration: March 1 – April 26, 2011
Budget: $77,000

Pretzelmaker and AOR Ogilvy first launched a giveaway campaign on National Pretzel Day in 2008 to generate brand awareness and gain some ownership of the April 26 holiday. The campaign has since become a traffic and sales driver.

“The program has expanded based on franchisee feedback,” explains Jenn Johnston, chief marketing and operations ...