About

Philly Pretzel Factory is the crowned-king of Philly soft pretzels, hands down – and we’re privileged to call them our client and partner. And if you didn’t know, Philadelphians are pretty particular about their Philly soft pretzels. Just hang out in Philly Pretzel’s flagship store in Mayfair for a few minutes and listen to some of the patrons placing their order. You can immediately tell a Philly pretzel connoisseur (a local) from just a casual customer in a heartbeat.  But however they order, people love Philly Pretzel Factory pretzels, in and around Philly – and outside the market in one of their 180+ franchise locations up and down the East Coast.

But how do you take a product that’s near perfect and so loved all by itself already and elevate the game? Enter the flavored pretzel dips you never knew you needed!

Deliverable

As the Agency of Record for Philly Pretzel Factory, our team didn’t feel the lineup of PPF pretzel dips got the attention they deserved. So, to shine a light on these flavorful pairings, our team got to work on an advertising campaign concept that would bring dips to life!

To start, we focused on anchoring the campaign with a song that many people would recognize but was also catchy even if they didn’t. Once we identified our options, the agency negotiated and secured the licensing rights for the 90’s classic “Da Dip” (charted at #15 on the Billboard Top 100) with the artist Freak Nasty himself (thanks Freak!). Then our team went to work on developing a promotional campaign to put the spotlight on Philly Pretzel Factory’s arsenal of pretzel dips offered at their franchise locations. With the help of some NBA dancers from the Philadelphia 76ers dance squad and our rockstar production team, “How Do You Dip?“ was brought to life.

You can watch other work we’ve done for Philly Pretzel Factory by visiting their playlist on the MEDICI + MAESTRO YouTube channel here.  You can read more about what into the production here.