Horizon Snaps Up Snack Maker Snyder's-Lance

by Jamel D. Nelson , AdForum

Snack maker Snyder's-Lance has named Horizon Media is media agency of record for four of its core brands: Snyder's of Hanover, Lance, Cape Cod, and Snack Factory Pretzel Chips.

The company spent $30.4 million on advertising in 2013, up from $24.2 million and $20.1 million in 2012 and 2011, respectively, according to a recent financial statement.

Horizon will oversee all core communications planning and buying/activation responsibilities in the U.S. The agency's New York office will manage the account and will work with the company's creative agency Barton F. Graf 9000.

With its agencies the client is developing a marketing communications plans designed to persuade consumers that it provides "better for you" snacking options.

Horizon Media  was awarded the business after a competitive review. The incumbent GKV of Baltimore had managed all of the brands, except for Pretzel Crisps.

“We're driven by insights and innovation through an understanding about the role snack foods play in consumers' lives and a clear vision for each brand.” said Rod Troni, chief marketing officer at Snyder’s-Lance. “Horizon was the clear choice for Snyder’s-Lance because the agency is powered by an inventive mindset and has exhibited a proven ability to deliver results efficiently across a complex media environment.”

In addition to the brands cited above, Snyder's-Lance, headquartered in Charlotte, N.C., manufactures and markets snack foods under the Late July, Krunchers!, Tom's, Archway, Jays, Stella D'oro, EatsmartSnacks, O-Ke-Doke labels, among others. 

 

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