Jaffa’s objective was to bring some excitement to the pretzel market with a very unique peanut butter filled pretzel stick. Whilst the US market has an exciting array of different shaped & flavoured pretzels - Sour Cream is about as exciting as it gets outside the US.
So the task was to create a totally new brand targeting the Gen Z snack eaters. It’s a very busy category full of big established big brands …it needed to be disruptive, full of character, standout and cool enough to get talked about. Different enough to excite both retail buyers as well as the end consumer.