Snack Factory Pretzel Crisps 'Reinvents' The (7-Foot-Long) Charcuterie Board


Having “reinvented” the pretzel nearly two decades ago, the pretzel crisp brand Snack Factory is literally going overboard for its first-ever holiday campaign.

Tapping into the popularity of items like butter boards, Snack Factory is showcasing an oversized charcuterie board to highlight the snack’s versatility and gain access to a broader food consideration set.

“Holidays are such a critical time for pretzels overall—but we also bridge into other spaces that are traditionally occupied by crackers, pita chips and other things,” Nick Hammitt, vice president of marketing for salty snacks at Snack Factory parent Campbell Soup Co., tells Marketing Daily.

“One of the biggest trends is boards—whether it’s charcuterie, butter or cheese boards.”

In this spot from the Zulu Alpha Kilo agency, Snack Factory reveals a charcuterie board that can be extended to seven feet long using “the same scientific ingenuity found in your aunt’s dining room table.”



It’s a way to accommodate parties of any size—from “close family to family and friends to who are all these people in my house.”

With the campaign tagline “They’re Delicious Company,” Snack Factory is “homing in on millennials, specifically those who are creators in their everyday habits and lean into the ability to put their own twist on things,” says Hammitt.

By following @SnackFactory on Instagram and tagging their next party guests on this post, three people will be randomly selected to receive one of several extendable charcuterie boards through the end of December.

Launched in 2004, Snack Factory joined Campbell’s portfolio with the company’s 2018 acquisition of Snyder's Lance Inc.

In the fiscal quarter ended Oct. 13, Snack Factory posted the biggest three-year, dollar-share gain of Campbell’s snacks—ahead of Cape Cod, Kettle, Lance, Goldfish and Late July.

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