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Getting Pretzels On The Guest List

The strategy behind the digital launch of Auntie Anne’s catering.

Challenge

When you think pretzels, you think of the heavenly scent of hand-rolled dough from your Auntie. However, people weren’t necessarily thinking of pretzels outside shopping centers and airports. Auntie Anne’s wanted to change that, breaking out of their bakeries and into your parties with pretzel catering.

The pretzel maker teamed up with T3 to launch catering and online ordering with a digital strategy and captivating creative.

Solution

Our pretzel-loving fans go to social for food and entertaining inspiration. We targeted that audience with an ongoing social campaign that tested messaging and imagery for a variety of different catering occasions. Content sparked occasion inspiration, featuring seasonal and non-seasonal events from glittery holiday parties to weddings and low-key movie nights.

Real-time learnings helped us evolve our strategy and content to perform even better. Throughout the campaign, we adjusted flighting, experimented with different ad units and featured a range of products and occasions.

Why It's Useful

Auntie Anne’s launched catering as a way to make pretzels more accessible to an audience with on-demand expectations. Our campaign showed the ease, convenience and novelty of their pretzels in a way customers hadn’t experienced before. Changing perceptions from a mall snack to an easy-to-order party essential.

Results

The objective of this campaign was to maximize awareness and drive traffic across channels. The campaign is hitting or exceeding key performance indicators (KPIs), and units are continuing to optimize as we make adjustments based on learnings.

12 MM

total impressions across all channels

$ 4.65

CPM on Facebook

32 ,700

minutes of video watched


Launching catering was a big initiative for us this year, and T3 was an integral part of getting the word out to our pretzel fans. We have been so impressed with the results and learnings.


Danika Brown, Marketing Manager
Auntie Anne's

 

AWARDS

 

ADDY Awards
2017 Bronze Addy | HypKNOTic Holiday Video

 
ADDY Award

ADDY Awards
2017 Bronze Addy | HypKNOTic Holiday Video

To support catering, we created a mesmerizing hour-long pretzel video to entertain guests at holiday parties.

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