Work Samples Prepared for: Aspen Vodka

160over90 partnered with the German discount supermarket chain Lidl to expand its footprint and penetrate the U.S. market for the first time. Lidl is the #1 grocer in Europe and the 4th largest retailer in the world with more than 10,000 stores throughout 27 countries.

Understanding the dramatic shift in grocery with the introduction of online ordering, delivery meal kit services, and new competition, Lidl knew that it had many challenges going into its U.S. launch. Therefore, they engaged 160over90 to develop a brand platform that translated the company’s already successful European philosophy to its U.S. stakeholders, distributors, and customers.

In order to communicate Lidl’s core value proposition of cheaper goods at a higher quality, we developed a brand platform centered around the idea of “Rethink Grocery™.” We saw an opportunity to view discount grocery differently, and to provide precisely what the American shopper was hungry for: change. Rethink Grocery™ is a call to action for shoppers to stop making the same compromises, to stop overthinking the price/quality equation, and to stop shopping at four different grocery stores to find one great deal. To, put simply, shop at Lidl.

Leading up to their Spring 2017 U.S. brand launch, 160over90 was an integral arm of the business, helping to make crucial decisions that impacted not just the design, but the customer and employee experience. We created everything from the HQ environmental design to shopping bags and employee uniforms to advertising campaign creative.

SITUATION

DIY is trendy. But in the world of children’s birthday parties, play dates, and supersized snacks, do-it-yourself has somehow turned into outdo everyone else. SUPERPRETZEL (part of the J&J Snack Foods family) was ready to stage an intervention, getting back to snacking basics so families can get back to the good stuff of, ya know, spending time together instead of just spending time in the kitchen.

SOLUTION

To make SUPERPRETZEL and its line of frozen soft pretzel products top-of-mind among family grocery shoppers, 160over90 set about shaping a creative platform and campaign that speaks directly to moms.

The central idea—“We make the Pretzel. You make the Super.”—celebrates soft pretzels and how they play a part in the everyday amazing feats that moms and parents achieve with their families. Armed with segmentation research on buying attitudes and behaviors, we updated their packaging; gave their website a facelift; and launched an integrated national campaign across print, TV/video, digital, social, out-of-home, and in-store channels.

Some of our most out-of-the-box work came from a string of key market activations. We’ve helped SUPERPRETZEL embrace the official pretzel holiday of the year, National Soft Pretzel Month, in the city that loves pretzels like none other: Philadelphia.

In a quest to #snacktivate kindness, we took the #1 game-time snack to the #1 game of the year, the Super Bowl. With a little help from the Mayor of Flavortown himself, we recreated Guy Fieri’s childhood pretzel cart onsite in Miami at the 2020 game.

Our latest campaign launch took a twist and rolled out animated videos and digital media showing consumers that “you truly can’t be sad with a SUPERPRETZEL.”

RESULTS

Together, we’ve created big brand moments that not only keep SUPERPRETZEL top-of-mind, but get pretzels into the hands of consumers—because trial ultimately drives consideration. Our partnership at the Big Game with Guy Fieri got noticed, big time. We tapped the local mommy blogger community to earn 167 on-air mentions and 7 million social media impressions, and SUPERPRETZEL was a finalist in Adweek’s Experiential Awards.

From millions of impressions, video views, traffic to the website, and product sold, the momentum of SUPERPRETZEL keeps driving forward.