National Wetzel Day 2024
The Challenge
Wetzel’s Pretzels sought to elevate its National Wetzel (Pretzel) Day celebration in 2024, aiming to dominate the airwaves on its most special day through a strategic media relations approach. The goal was to secure extensive media coverage across local and national broadcast and digital outlets, while driving brand visibility and engagement for the national brand.
Deliverables
- Omni-channel PR strategy
- High-impact TV and Radio Segments
- Local PR coverage
- National PR coverage
- Pretzel-twisting demos
- Reporting and analytics
The Solution
Champion leveraged its media relationships and PR expertise to execute an amplified strategy for maximizing National Wetzel Day. By focusing on securing high-impact TV and radio segments, food drops and pretzel-twisting demos, Champion delivered massive media exposure across both local and national platforms. Pre-campaign goals included doubling the number of media placements over 2023 and increasing the share of headline placements for online and print outlets, with a strong push to engage Tier 1 media. Champion also facilitated 17 local morning show features, secured two national morning show features and coordinated five food drops and eight pretzel-twisting demos.
The Outcome
Champion’s PR efforts resulted in more than $3 million in earned media value. Highlights included high-impact coverage on FOX & Friends, Access Hollywood, People and USA Today. This reflected a 285% increase in estimated media value over the previous year, more than tripling the online hits in which Wetzel’s was featured in headlines.
$3M
EARNED MEDIA VALUE
285%
INCREASE IN MEDIA VALUE FROM 2023
17
LOCAL MORNING SHOWS
2
NATIONAL MORNING SHOWS
5
FOOD DROPS
8
PRETZEL-TWISTING DEMOS
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