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VMLY&R Brings a Taste of Oktoberfest to Snyder’s of Hanover

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Releases pretzel-flavoured beer in latest campaign

VMLY&R Brings a Taste of Oktoberfest to Snyder’s of Hanover

Campbell’s Snyder’s of Hanover is releasing a limited edition Snyderbier in collaboration with Captain Lawrence Brewing Co., the largest craft brewery in Westchester and Hudson Valley, NY. The featured beers are brewed with Snyder’s of Hanover Pretzels and include Märzen, a classic Oktoberfest brew, and Frücht, a passionfruit and guava ale. Snyderbier forms the centerpiece of an integrated campaign from VMLY&R and Zeno that is designed to amplify the brand during Oktoberfest.

This year, Snyder’s of Hanover, is kicking things off as the unofficial snack of Oktoberfest by bringing the ultimate pairing together: pretzels and beer. Traditionally the largest folk festival in the world, Oktoberfest is a tribute to German heritage and marked by the mayor of Munich tapping the first barrel at the Schottenhamel Tent. Although, the pandemic has halted Germany’s in-person festival, the tradition still runs deep as a time to eat, drink and be merry with friends wherever you are in the world.  All you need is a beer, Snyder’s of Hanover, and good company. 

VMLY&R and Zeno developed the surrounding campaign aimed at building brand relevance and cementing the SOH category for Snyder’s of Hanover. The campaign is supported by striking creative assets that include vibrant packaging and cheeky social elements that will span engagement across Facebook, Instagram, and Twitter.

The social campaign #ProstWithPretzels was developed to help remind fans that beer and pretzels are the perfect pair, and encourages people to “prost” to your ultimate party partner (or anyone you just want to show some love to). 

8,000 units will be produced and available for purchase online at and select local retailers. 

“This past year has turned all of our celebrations upside down. Since large scale in-person Oktoberfest parties may be difficult, Snyderbier gives everyone a new way to experience this festivity by turning the most iconic combination, beer and pretzels, on its head,” said Wayne Best, chief creative officer of VMLY&R New York. 

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Agency: VMLY&R; Jacqueline Cox and Nirmala Singh, Zeno

Brewing Partner: Captain Lawrence Brewing Co.

Global Chief Creative Officer: Debbi Vandeven

CEO, NYC and Chief Creative Officer, North America: Jason Xenopoulos

Chief Creative Officer: Wayne Best

Group Creative Director: Gabriel Jardim

Group Creative Director: Guto Monteiro

Creative Director: Cody Tidmore

Associate Creative Director: Guilherme Possobon

Senior Art Director: Kylie Vandeven

Associate Art Director: Freija Edlund

Associate Copywriter: Amanda Wennberg

Executive Director: David Pomfret

Managing Director: Becky Ginsberg

Director: Susan Min

Senior Account Manager: Angel Delgado

Managing Director, Strategy & Insights: Miriam Raisner

Senior Strategist: Megan Cullen

Connections Supervisor: Stephanie Granowicz

Program Manager: Fernando Martinez

Senior Producer: Christine Howley

Senior Producer: Bobby Marsden

Business Affairs Manager: Janet Muentes

Categories: Beers, Alcoholic Beverages

VMLY&R North America, Wed, 15 Sep 2021 14:29:03 GMT