Plano, Texas-based Rold Gold is celebrating its 106th anniversary with a new limited-edition bag design and by giving away more than $106,000 in gold bars through its Gold Hunters campaign.
This program sends consumers on a hunt to find Rold Gold hidden in the background of their favorite television shows, movies, sports and music that span decades, all for a chance to win real gold.
Through Sept. 11, people can tune into Rold Gold’s social media channels to find clues that point to ’80s film classics, iconic ’90s sitcoms, recent comedy and drama shows, sporting events, non-Rold Gold advertising, including the brand’s newest bag design. Clues will also pop up on digital platforms like Facebook, Instagram, Amazon and IMDB throughout the campaign, and all clues are live on the company’s website.
Consumers who solve the clues – or spot Rold Gold on their own – can share they’ve “found gold” on Twitter using #FoundGold and #Entry, or by simply commenting on the initiating tweet with the two hashtags. With that, they’ll be entered to be one of 60 random winners who will take home part of the more than $106,000 in real gold.
Actor, comedian and host Joel McHale joins Rold Gold’s Gold Hunters campaign by sharing his own Gold Hunters clue via his Instagram on July 6.
“Like Rold Gold, I’ve been showing up in pop culture for a really long time and would even consider myself a pop culture authority,” McHale said. “In fact, Rold Gold and I share some on-screen credits – and if pretzel fans can figure out where our film careers have overlapped, they’ll have a shot at winning a gold bar. Here are a few hints: friends, housewife, scheme, inspector.”
The pretzels will debut a more modern, evolved style when its packaging arrives in supermarkets this summer. The updated design has kept Rold Gold’s gold and blue color scheme while bringing a brighter energy to the traditionally muted pretzel aisles.
“Rold Gold has been intertwined in culture for more than a century, not only showing up for pretzel lovers as their go-to snack, but also appearing in some of our favorite cultural moments with some of our favorite personalities, like Joel,” said Flavia Simoes, senior director of marketing at Frito-Lay. “We want to celebrate Rold Gold’s legacy as both a beloved snack food and as a staple in American pop culture. Our Gold Hunters campaign and latest bag design speak to Rold Gold’s enduring relevancy.”
Frito-Lay North America is the $19 billion convenient foods division of PepsiCo Inc., which is headquartered in Purchase, New York. Frito-Lay snacks include Lay’s and Ruffles potato chips, Doritos tortilla chips, Cheetos snacks, Tostitos tortilla chips and branded dips, SunChips multigrain snacks and Fritos corn chips.
The company operates more than 30 manufacturing facilities across the U.S. and Canada, more than 200 distribution centers and services 315,000 retail customers per week through its direct-store-delivery model.
For more information, visit fritolay.com.