SUPERPRETZEL, a leading brand of frozen soft pretzels available across the US and Canada, wanted to connect with Gen Z and college students (18-24) in Philadelphia and Pittsburgh through an advertising channel that aligned with their interests and habits.
With gaming as a key passion point, they partnered with the global creative agency 160over90 and Anzu to seamlessly integrate their brand into the games their audience loves—boosting brand interest, image, and purchase intent in a non-disruptive, highly engaging way.
Why In-Game Advertising?
SUPERPRETZEL saw the potential of intrinsic in-game advertising to reach their audience where they’re most engaged. Research from Anzu and its partners revealed that gamers are 44% more likely to pay more for food and drink while gaming and that younger audiences are 2.3x more likely to recommend products they’ve seen in games.
This made intrinsic in-game advertising a natural fit—allowing SUPERPRETZEL to build brand affinity and influence purchase decisions by meeting its target audience where they were spending their time.
Campaign Execution
SUPERPRETZEL ran display and video ads within Anzu’s intrinsic in-game ad placements, ensuring their brand was integrated naturally into the gameplay without disrupting the player experience.
The ads ran across mobile, PC, and console games, including Trackmania (Ubisoft) and Asphalt Unite (Gameloft) for high-speed engagement, Cooking Fever for contextual relevance, and Slapshot Rebound, where players averaged 21-minute sessions, ensuring deep brand exposure.
By appearing organically within these premium titles, SUPERPRETZEL placed its brand at the center of players’ attention during key moments of engagement.
Results
+29PT
lift in
brand interest
+22PT
lift in
brand image
+23PT
lift in
purchase intent
81%
video completion rate, outperforming
the 70% industry benchmark
4s
average in-view time,
the IAB requirement
of 1 second
far exceeding
"SUPERPRETZEL Soft Pretzels are a perfect at-home snack option for gamers, and Anzu gave us an effective way to get that message in front of that target demographic."
TRAVIS RUPP
Account Supervisor, 160over90
Nick works as Anzu's Content Lead. As a gamer with a background working in AdTech, he has a unique perspective on the industry and the in-game advertising sector.