Snyder’s-Lance wants to assure quality communication for core brands

The manufacturer of snack foods Snyder’s-Lance, Inc. is partnering with New York agency darling Barton F. Graf 9000 in the snack food company’s strategy to drive growth for four of its core brands – Snyder’s of Hanover, Lance, Cape Cod and Pretzel Crisps.  

In 2014, Barton F. Graf 9000 was named Mid-Sized Agency of the Year by the American Association of Advertising Agencies and one of the Most Innovative Companies by Fast Company.

“Snyder’s-Lance is uniquely positioned to deliver what consumers want from their ‘better for you’ snacks, and we’re turning up the heat on marketing to deliver that message,” said Rod Troni, Chief Marketing Officer, Snyder’s-Lance. “We’re driven by innovation, understanding the role snack foods play in consumers’ lives, and a clear vision for each brand – and we picked three top agencies to work closely together to make those visions come to life for consumers.”

Tenthwave, an award-winning Facebook Preferred Marketing Developer based in New York, will be in charge of digital, social and mobile experiences for the brands, and leading Southeast agency Luquire George Andrews (LGA), based in Charlotte, will manage public relations.

“I drive to Vermont a lot with my family, and we always have to stop for a snack,” said Gerry Graf, Founder and Chief Creative Officer, Barton F. Graf 9000. “I always buy something from Snyder’s-Lance, and once said to my wife, ‘I wish I had this brand.’ This is a dream come true.”

The new agency partnerships are integral to Snyder’s-Lance’s overall transformation to become the trusted consumer choice in snacking, including “better for you” snacking options for the four core brands.