PRETZELIZED is tapping into the back-to-school shopping season through a limited-edition collaboration with Crayola. The co-branded Sea Salt Pretzel Snackers Multipack is now available at Target and Whole Foods Market with a suggested retail price of $7.99.
Each multipack contains 10 single-serve bags of Sea Salt Pretzel Snackers, along with four Crayola crayons and packaging that children can color. The format is aimed at lunchboxes, after-school snacks and other everyday occasions during the school year.
“PRETZELIZED and Crayola are both built on creativity, just in different forms. For us, it shows up through remixing familiar snacks into something totally new. For Crayola, it shows up through color and imagination. Together, we created a snack experience that feels playful, easy to discover and made for the season,” said Kelsey Skura, VP of sales at PRETZELIZED, in a press release.
Chips Ahoy! Gamifies Launch to Reach Gen Z
Chips Ahoy! is leaning into gaming culture with the launch of its new Mystery Cookie, a limited-edition product and interactive campaign designed to engage Gen Z consumers.
The campaign centers on “glitched” packaging that encourages consumers to decode the mystery flavor for a chance to win a $25,000 prize. The activation extends beyond the shelf by allowing fans to submit their guesses by scanning the on-pack QR code.
Parent company Mondelez International is positioning the initiative as part of a broader strategy to reach digital-first consumers where they spend their time, particularly within gaming and social media.
Simple Mills Announces ‘Absolutely Nothing’
Simple Mills has unveiled a new marketing campaign titled “Announcing Absolutely Nothing” to highlight that its products have earned Non-UPF Verified certification without any ingredient changes.
The campaign emphasizes that the brand’s existing recipes – made with minimally processed, nutrient-dense ingredients – already met the new third-party verification standard, with approximately 60% of its portfolio currently certified and additional products expected to follow later this year.
Rolling out across New York, Los Angeles and the Hamptons, the omnichannel campaign includes out-of-home advertising, transit takeovers, print placements and social media activations.
Mighty Spark Launches First National Campaign
Mighty Spark has launched its first national connected TV advertising campaign, introducing its “Astoundingly Delicious Chicken” positioning to streaming audiences through a pair of commercials centered on product quality and everyday convenience.
Running across platforms like HBO Max, Paramount+, Roku and HGTV, the ad spots target families, health-conscious consumers and meat snack shoppers, with additional display and retail media support timed to the back-to-school season.
The brand is also expanding its consumer outreach through a summer sampling tour in partnership with sports technology company Fastbreak AI. After debuting at a Major League Pickleball event in Illinois, where thousands of chicken snack sticks were distributed alongside on-site branding, the activation will continue at youth soccer tournaments in Texas and Virginia.
Mike and Ike Teams with Dignitas
Esports organization Dignitas and Mike and Ike have renewed their partnership for five years, marking the milestone with the launch of the national “We Got’chew” campaign. The initiative builds on a relationship that began in 2022 and has centered on engaging Fortnite players through branded content, live events and community activations that blend digital and in-person experiences.
The anniversary campaign will feature a series of Fortnite-focused events, including a player bootcamp, community tournaments and the return of the annual Mike and Ike Flavor Brawl competition.
Other marketing news from across the industry:
Jeni’s Ice Cream brought back its limited-edition Biscuits with the Boss flavor, inspired by “Ted Lasso,” to coincide with the series’ upcoming fourth season.
Khloé Kardashian’s Khloud partnered with NWSL champion Gotham FC on a summer marketing campaign featuring stadium activations, influencer experiences, product sampling and watch party kits.
Welch’s Fruit Snacks brought its Fusions lines to Lollapalooza with an experiential marketing activation designed to introduce Gen Z consumers to the brand’s unexpected flavor combinations.
Crisp Power Protein Pretzels has launched its first major advertising campaign, “The Well-Rounded Snack,” highlighting the brand’s positioning at the intersection of nutrition and taste.
