Rold Gold Celebrates National Pretzel Day in Northeast

PepsiCo/Frito-Lay’s Rold Gold tied in to National Pretzel Day on April 26 by commemorating the hard pretzel's legacy in the Northeast with a regional "Just Add Gold" sweepstakes.

The snack brand is encouraging consumers in Pennsylvania, Ohio, New Jersey, New York, Connecticut, Rhode Island, Massachusetts, Vermont, New Hampshire and Maine to enter the sweeps at JustAddGold.com from April 17 through June 25 by sharing how they "Just Add Gold" to their lives (i.e., how they enjoy Rold Gold pretzels). One winner each week is awarded $5,000 from the $50,000 prize pool. Consumers can enter once per day.

Additionally, shoppers at participating retailers can also enter by scanning a QR code found on dedicated Rold Gold Just Add Gold displays. The codes links to the promotional website.

“Just Add Gold celebrates 20 years of our favorite snack's national holiday and the passionate Northeast snackers who enjoy more pretzels than anyone else in the U.S.," Leslie Vesper, vice president of brand marketing at Frito-Lay North America, said in a media release. "With a deep-rooted legacy of our own, Rold Gold understands the importance of tradition, and we want to hear how this classic and versatile snack has been part of our fans' most treasured golden moments."

Through the promotion, Rold Gold is acknowledging the Pennsylvania baker credited for accidentally inventing the hard pretzel more than 160 years ago when a batch of soft pretzels was overcooked. “The crunchy snack that resulted became an integral part of the state's culture and economy, leading to the Pennsylvania governor's 2003 proclamation that recognized April 26 as National Pretzel Day,” per the release.