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Is it really a pretzeltation without a giant inflatable pretzel? Of course not, so we ordered one.

BRAND  PROBLEM

People love Auntie Anne's Pretzels but because of their locations in dying malls, visits are low.  Its very strong values and beliefs have held them back from their potential as a brand. 

BUSINESS  OPPORTUNITY

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. 

 

BRAND  STRATEGY

Be the main attraction for peoples secret love of pretzels. 

 

POSITIONING

 An experience that premium pretzels deserve; With personality and disruptive innovation that helps Auntie Anne’s own the realm of oven baked pretzels.

INSIGHT

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.

OPPORTUNITY

Voice your obsession with pretzels to attract a new consumer base.

TARGET

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.  

 

COMMUNICATION  STRATEGY

Unleash the craft potential hidden inside Auntie Anne's.

 

MANIFESTO

Branding

STORE  MOCKUP  AND  LAYOUT

IN STORE BRANDING AND MORE

OOH  for  LAUNCH

CASE  STUDY  VIDEO  (5 minutes)

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Hellz ya we bought the pretzel!

THE SQUAD: Lauren Vickers, ST | Lynn Nakamura, AD | Brendan Howard, CW | Cody Eanes, XD

KP SAUCE: Brand Strategist & PM [Brand audit, competitive analysis, social listening, store visit, 1:1 interviews, deck/pitch design, wielder of giant pretzel ]