PLANO, TX — Frito-Lay pretzel giant Rold Gold is celebrating 106 years in business with a new look and its Gold Hunters’ campaign, including a giveaway of over $106,000 in gold bars.
Now through Sept. 11, Rold Gold bags can be found hidden in movies, television, music, sports and more that span over decades. Fans can tune into the brand’s social media channels or website beginning June 27 for clues.
“We want to celebrate Rold Gold’s legacy as both a beloved snack food and as a staple in American pop culture,” said Flavia Simoes, senior director of marketing at Frito-Lay. “Our Gold Hunters campaign and latest bag design speak to Rold Gold’s enduring relevancy.”
Comedian and actor Joel McHale has joined the pretzel company’s campaign and hints at a pop culture moment in which he and Rold Gold both appear. McHale will share his clue via 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.”
Consumers who spot the hidden Rold Gold bags can share it on Twitter using the hashtags #FoundGold and #Entry to be entered to win the gold prize. Sixty winners will be selected at random to take home part of the gold prize.
In addition to the campaign, the pretzel brand has debuted a brighter and more modern evolution of its signature gold and blue packaging. The updated design will be arriving in grocery stores nationwide this summer.
