Pretzel appoints iD Collective to drive media and communication strategy ahead of expansion

Integrated communications agency iD Collective is set to partner with pink-hued pretzel brand Pretzel, as it embarks on a bold national expansion.

With four new stores set to open across Perth in 2025, iD Collective has been appointed to lead a dynamic communications and influencer campaign—amplifying Pretzel’s presence and reinforcing its status as a must-visit destination for both sweet and savoury lovers.

Timed perfectly with World Pretzel Day on April 26, the partnership launches during peak pretzel mania, celebrating the beloved snack and building momentum for Pretzel’s biggest year yet. A series of playful activations, giveaways, menu discounts, and social media takeovers are planned in the lead-up to the day—giving fans even more reason to twist, dip, and indulge.

Founded by visionary entrepreneur Brittany Garbutt, Pretzel has grown from a single shipping container to a nationwide cult favourite, known for its signature pink aesthetic and innovative, handcrafted pretzels. As the brand prepares to launch new locations in Northbridge, Busselton, and other Perth hotspots, iD Collective will execute a high-impact influencer and media campaign to drive brand awareness, foot traffic, and community engagement.

Says Amanda Booth, Executive Director, iD Collective: “We are thrilled to be working with Brittany and the Pretzel team as they take their brand to the next level. Pretzel is built on creativity, fun, and an unwavering commitment to quality—values that align perfectly with our approach to brand storytelling. We are excited to help them continue their growth and cement their place as an iconic Australian brand.”

In addition to its store expansion, Pretzel is rolling out a series of exclusive activations, launch offers, and the highly anticipated debut of its delivery service via the Pretzel app—bringing its beloved treats directly to more Australians.

With iD Collective at the helm of its communications strategy, Pretzel is set to take its brand presence to new heights—ensuring more Australians can twist, dip, and enjoy the nation’s most-loved pretzels.

Further strengthening its diverse portfolio, iD Collective has recently welcomed an impressive lineup of new clients, including global tech giant Anker, science-backed wellness brand KURK, celebrity facialist Ingrid Seaburn, and premium cocktail destination Bar Conte. These partnerships reinforce iD Collective’s position as a leading communications agency in brand storytelling, PR, and strategic communications across multiple industries.

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