Snyder’s of Hanover made absurdly tall ‘pretzel steins’ in a twist on ‘steinholding’ Oktoberfest contests

The Saatchi & Saatchi and Le Truc campaign offers a Pretzelholding Starter Pack including limited-edition beer-flavored Oktoberfest pretzel rings

Published On
Sep 22, 2023
Two giant steins filled with pretzels

Editor's Pick

For the last few years, Snyder’s of Hanover has come up with fun ways to celebrate Oktoberfest. This year is no different, as the brand is leaning into the Oktoberfest tradition of steinholding contests.

Steinholding is a traditional Bavarian strength contest where competitors hold a full one-liter beer stein out in front of their bodies with a straight arm, parallel to the ground. The last person holding their stein with good form is the winner. A full stein weighs about five pounds.

Snyder’s version of steinholding, of course, involves pretzels. The snack brand is giving fans a chance to hold their own pretzel steinholding competition. The brand is giving away a pair of 2-foot-tall pretzel steins that can hold a full bag of Snyder’s beer-flavored pretzel rings. Fans can visit from Sept. 21 to Sept. 30 for a chance to win their own Pretzelholding Starter Pack, which includes a set of steins, robes, a championship belt and a bag of Snyder’s Oktoberfest Rings. Fans will have to enter their name, address and email to enter.

Snyder’s of Hanover’s previous Oktoberfest campaigns include its pretzel keg in 2020, a pretzel-flavored beer (SnyderBier) in 2021, and last year, Pretzelhosen—leather lederhosen that had a tap and keg attached that would dispense pretzel pieces.


Sep 22, 2023
Client :
Snyder’s of Hanover
Agency :
Saatchi & Saatchi
Agency :
Le Truc
Chief Marketing Officer :
Janda Lukin
VP Integrated Marketing :
Chris Tutor
Director Consumer Connections :
Sarah Levine
VP :
Nick Hammitt
Director :
Justin Matijicio
Manager :
Frank Mozingo
Senior Manager Social Media External Communications :
Lara Nicotra
Director Media :
Elizabeth Russ
Manager Corporate Media Relations :
Emma Wright
VP Consumer Insight :
Eric Paul
VP Communications :
Michelle Reardon
Chief Creative Officer :
Marcos Kotlhar
Executive Vice President Executive Creative Director :
Dustin Tomes
Executive Vice President Executive Creative Director :
Nick Kaplan
Associate Copywriter :
Danny Todesca
Associate Art Director :
Jay Do
Executive Producer :
Mary Morgan
Producer :
Natalie Zeller
Senior Business Affairs Manager :
Mike Heaton-Grill
Executive Vice President :
Caitlin Reynolds
Account Director :
Rebecca Hickman
Assistant Account Executive :
Annabelle Sharenow
Director Project Management :
Terea Shaffer
Strategy Director :
Kris Weldon
Senior Digital Strategist :
Ali Gomez
Senior Producer :
Eddie Liguori
Producer :
Lulu Cuneo
Producer :
Arnaud Zimmermann
Director :
Tom Morris
DP :
Brooks Ludwick
Producer :
Michelle Rand
Editor :
David Master
Editor :
Victor Barcyzk
Color :
Victor Barcyzk
Color Producer :
Maxwell Hadson
Lead Flame Artist :
Albert Fortgang
VFX Producer :
Kalisha Allen

Need a credit fix? Contact the Creativity Editors