Of course we ordered it! *scroll down to see
T H E A S K
Refresh a fading retail brand.
B R A N D P R O B L E M
People love Auntie Anne's Pretzels but because of there locations in dying malls, visits are low. Its very strong values and beliefs have held them back from their potential as a brand.
B U S I N E S S O P P O R T U N I T Y
SET THE PRETZEL FREE! Create a brick and mortar sub brand that is located outside of malls and Auntie Anne's usual locations. A sub brand would allow our team to approach the pretzel in a different way. Overall make the brand more relevant without breaking its values and beliefs.
B R A N D S T R A T E G Y
Be the main attraction for peoples secret love of pretzels.
P O S I T I O N I N G
An experience that premium pretzels deserve; With personality and disruptive innovation that helps Auntie Anne’s own the realm of oven baked pretzels.
I N S I G H T
There’s hidden craft in every pretzel. When it comes to pretzels Auntie Anne's plays no games! Pretzels are supposed to be refreshed every 30 minutes to ensure quality and it can take months for employees to learn the perfect pretzel twist.
O P P O R T U N I T Y
Voice your obsession with pretzels to attract a new consumer base.
T A R G E T
Craft Cravers. They like feeling like their palette has been considered and love knowing every little detail has been thought out. Actively explore new flavors and new experiences.
C O M M U N I C A T I O N S T R A T E G Y
Unleash the craft potential hidden inside Auntie Anne's.
M A N I F E S T O
B R A N D I N G
S T O R E M O C K U P A N D L A Y O U T
I N S T O R E B R A N D I N G
*Are you hungry yet?
O O H f o r L A U N C H
Serving all the yummy smells but no food.
C A S E S T U D Y V I D E O (5 minutes)
I told you we bought the pretzel!
Lauren Vickers, ST | Lynn Nakamura, AD | Brendan Howard, CW | Cody Eanes, XD