Snyder's of Hanover Brings Back Seinfeld's Jackie Chiles for Big Pretzel Debate

Inspired by recent category data, the new Snyder’s of Hanover #PretzelsOrPieces campaign from Saatchi & Saatchi and Biscuit challenges flavour enthusiasts to plead their case: Are Snyder's of Hanover Pretzel Pieces, aka pretzels smashed to pieces and exploding with big, bold flavour, pretzels? 

To fuel the debate, Snyder’s of Hanover partnered with the infamous ‘Seinfeld’ lawyer, Jackie Chiles, who is declaring that Snyder’s of Hanover Pretzel Pieces have no business being called pretzels because they are so boldly flavoured. Jackie thinks it’s egregious, even audacious that these busted up pieces blasted with bold flavours like Cheddar, Hot Buffalo Wing and Honey Mustard & Onion are classified as pretzels. But even he has to admit that pretzels have never tasted quite this good.

Here's the opening statement in the case of #PretzelsOrPieces, we'd love for you to share with the jury:

• The Stance on Pieces – Jackie thinks that pretzels broken into pieces and coated in bold, lively flavours like Cheddar, Hot Buffalo Wing and Honey Mustard & Onion have no business being called pretzels.
• 1-844-JCHILES Hotline – Do you think they’re #PretzelsOrPieces? No matter where you stand on the issue, back in lawyer action, Jackie Chiles has secured an epic deal in his latest case. Snyder’s of Hanover has agreed to give one flavour enthusiast pretzels for life. Fans new and old are invited to call the 1-844-JCHILES hotline to enter for a chance to win.
• Free Pretzels for Life – Just like Jackie's case with Java World, we're giving away the unbeatable reward of free pretzel pieces for life.

The ‘Seinfeld’ Inspiration

The set and wardrobe replicates the original look and feel including exact artwork from the original office set. Video assets will be built in a 4:3 to replicate the original 90’s TV look. Pieces of the script for the campaign were inspired from original ‘Seinfeld’ dialogue.