Ah, Auntie Anne's... the shopping mall staple with the buttery aroma you can smell from a far-off dressing room.
In 2017, this pretzel company reached out to food fans to help choose a new, limited-edition pretzel flavor. "Pretzel Nation" voted, and with an astounding 1.3 million votes, Sriracha was quickly crowned the winner.
Using social, we leveraged key momentum from the Pretzel Nation content to build interest and excitement around Auntie Anne’s new, limited-time Sriracha flavor.
• 2+ Million Impressions
• 800k Video Views
SOCIAL CAMPAIGN • BRANDING • VIDEO
Art Director: Emily Bertram
Senior Copywriter: Bonnie Lenzen
Associate Art Director: Kerrie Heckel