The exclusive sponsorship deal with Sky Movies Drama premiered on June 9 and a series of 12 ‘snack-size dramas’ will run over the next six months.

Calum Ryder, Intersnack’s managing director, explains: "The Penn State brand is all about sharing and sophisticated fun; it’s about Friday nights in with friends and having a good time. Penn State Pretzels are a tasty twist from the norm and we have developed a campaign which reflects these values.  

"The ’snack size drama’ concept dramatise conviviality in a unique way. It brings narratives and personalities with unexpected twists that our key audiences will enjoy and more importantly relate to."

The product, renowned for its great flavours - Original Sea Salted, Sour Cream & Chive and Sweet & Spicy Salsa – is now available in new packaging designed to reflect the sophistication and style sought by its 30 something female core audience. 

Originally launched in 1997, Penn State has since grown into the leading pretzel brand in the UK. With sales trebling across the last three years, an estimated brand value of £7m in 2007/08, 60% distribution penetration in major multiples and the development of the impulse sector, the relaunch and the campaign highlight Intersnack’s ambitious plans for the brand.

Calum Ryder, Intersnack managing director, adds: "This is a very exciting time for Penn State and we are delighted with the response the campaign has received so far. Although Penn State already enjoys a significant share of the baked snack market, we are confident that this substantial investment in marketing will translate to greater sell through to the consumer."

The exclusive sponsorship and advertising deal on Sky is part of a larger marketing campaign which includes; sustained consumer promotional activity, press advertising, a trade and consumer PR programme, and the launch of a new interactive website.