“Give us a good reason why we shouldn’t kill this brand.”

That’s basically how our first call went, only instead of “kill” they used the sterling euphemism, “sunset”.

Cue some strategic and creative head scratching, 4am starts and uncomfortable questions, and we found least one good reason why Rold Gold pretzels shouldn’t just stick around, but why it should be the #1 pretzel in the US.

The honest truth is this: pretzels just aren’t that great on their own… But when you put them together with almost anything, they become unbeatable. That birthed our new positioning: JUST ADD GOLD.

So, what’s the best thing that pretzels can go with? Beer, obviously. Guac, of course. cheese, hummus, salsa and all the other combinations. But to launch the new brand to the world, we turned to television, where Rold Gold has been hiding all along…

INTRODUCING: GOLD HUNTERS.

We found that Rold Gold has been in the background of movies & TV shows for over 40 years, but people didn’t know about this unlikely pairing. So we turned that into a challenge: Find Rold. Win Gold.

Then we dropped clues to help people find our pretzels in places we legally couldn’t talk about.