The document provides an overview of a proposed integrated marketing campaign for Auntie Anne's Pretzels. It includes sections on the brand's situation, target audience, strategy, creative executions, media plan, and measurement. The target is female snackers ages 18-40. The strategy is positioning Auntie Anne's as a way to indulge and "fix your day" with fresh pretzels. Creative executions showcase people with bad days being cheered up by pretzels. The media plan allocates most of the budget to digital and out-of-home advertising, with a focus on airports, trains stations and malls. Measurement will track sales, app downloads, coupon redemption and media metrics.

2. • About Us
• Meet the Team
• Situation
• Research
• Competitive Analysis
Table of
Contents
• Target
• Strategy Breakdown
• Campaign
• Media Plan

3. Thrown together and told to create, we
go beyond convention.
We’re committed to churning out content our clients can
sink their teeth into. We value substance over quantity and
welcome any challenge. That’s where the ‘bold’ comes in.
See, it takes any number of moving parts to comprise a
whole. In our case, it’s eight.
We are BOLDOCHO.
About Us

4. Meet the Team
Aimee Goldstein Rebeccca Hargis Drew CarfaraKaylen Chung
I indulge in.......
any kind of junk food,
especially candy
I indulge in.....cheese!! I indulge in.......
coffee ALL DAY
I indulge in.......
fantasy football every
season

5. Meet the Team
Victoria ScialfaJulie SolomonJoel Panicker Taylor Sauder
I indulge in.......
chicken and rice from
the Halal place down
the street
I indulge in.......
binge-watching
Netflix
I indulge in.......
piano playing and
singing at the top of
my lungs
I indulge in.......
expensive nail polish

6. Auntie Anne’s got its start in 1988 when Anne Beiler and her husband, Jonas,
opened up a stand at a Pennsylvania farmer’s market selling soft pretzels and
old-fashioned lemonade. As their business started to grow, they made a
promise to keep their business rooted in integrity and commitment to quality.
Twenty-eight years and over 1,600 stores later, Auntie Anne’s has managed
to keep true to their original business values while becoming one of the most
loved premium snack retailers in the country. Most of Auntie Anne’s stores can
be found in areas with a high volume of foot traffic, where the smell of freshly
made pretzels makes mall goers and travelers alike flock to the store. Their
menu offers a variety of high-quality pretzels, providing snackers an array of
salty and sweet products that can satisfy any quick snack craving.
Brand History

7. Sitauation
The beloved snacking retailer, Auntie Anne’s is looking to launch an
integrative campaign in order to drive traffic to its stores. In recent years
there has been a surge in consumers activity on digital platforms, which
gives Auntie Anne’s an opportunity to engage with consumers through
digital and social media. Currently, Auntie Anne’s peak season is
November through January but their primary methods of awareness are
from word-of-mouth, social media, smartphone app, and foot traffic
enticed through sampling. Auntie Anne’s has a social media campaign
that sits low on its consumer’s awareness radar and generates a
negative social media uproar when consumers don’t win contests.

8. Industry
Trends
More than 3/4 of global
respondents eat snacks
often or sometimes to
satisfy their hunger
between meals or to
satisfy a craving
61%
Snack to get an
energy boost
60%
Snack when
taking a break
64%
Snack to
improve mood
We snack because we need to: North America makes up
the majority of worldwide snack sales.
Salty snacks contribute more than one-fifth of snack sales in North America
cookies, cakes and confections categories still hold the majority share of
snack sales.
Source: Nielsen Global Snacking Report September 2014

9. Brand Awareness
Social Media
Smartphone App
Word of Mouth
Foot Traffic/Sampling
Traditional
Drivers
Digital
Drivers

10. Facebook: 266K Likes
Twitter 5K Followers
Instagram 3K Followers
Facebook: 219K Likes
Twitter 8K Followers
Instagram 3K Followers
Facebook: 13M Likes
Twitter 1.08M Followers
Instagram 841K Followers
Facebook: 44K Likes
Twitter 2.5K Followers
Instagram 3.8K Followers
Facebook: 1M Likes
Twitter 121K Followers
Instagram 96K Followers
Facebook: 11.7K Likes
Twitter 990 Followers
Instagram 402 Followers
Competitve
Social Audit

11. Competitive
AdvantageAuntie Anne’s has a distinct advantage in that they’re recognized as
being the largest soft pretzel franchise in the world, when you think
of pretzels, you think of Auntie Anne’s.
In terms of products, Auntie Anne’s advantage is that their products
are guaranteed fresh with their 30-minute guarantee. Their diversity
in menu selection also gives them an edge over the competition as
they continue to expand their menu beyond the
typical salted pretzel.
In terms of brand values, Auntie Anne’s is rooted in wholesome
history. The company is rooted in Amish family values and they strive
to serve their local communities, giving their brand a historical
leg-up on the competition.

12. Target In an effort to appeal to the overwhelming majority of
“snackers” we are targeting females ages 18-40, specifically
referred to as
Spontaneous Snackers.
These women are always ready to snack, and typically snack more than their male
counterparts. They are usually less inclined to splurge on a meal in an earlier part of the
day, focusing their main energy on dinner; this leads them to snack throughout the day.
These women seek to create fairly healthy food environments, yet indulgent options are
still going strong.

13. Target
Millennials Moms
Transition from stable home lives to “real
world”
Interact with brands who seek relation-
ships
Financially responsible
Spend money on experiences rather
than items
Make important and responsible financial
decisions
Look for better alternatives to traditional
snack foods
Brand loyal
Research product thoroughly prior to purchase

14. Strategy
Auntie Anne’s promises sweet and salty
pretzels that are unexpectedly fresh, making it
feel right to indulge
Auntie Anne’s knows
you want options when
choosing snacks
You shouldn’t have to
feel guilty for satisfying
your snacking needs
Snacking is a treat, you
don’t want to sacrifice
happy for healthy
Guaranteed fresh
pretzels every
thirty minutes means
your pretzel will
always be perfectly
fluffy and warm.

15. Campaign

16. Creative
Executions
In keeping with Auntie Anne’s
brand voice we made our
creative executions playful,
authentic, and unexepect-
ed. We used flat illustrations
to hone in on the simplicity
and playfulness of the brand,
while usuing the brand’s
colors to remain authentic.

17. Creative
Executions
These executions echo what
a typical bad day might look
like.When life gives you a
tough break, we want Auntie
Anne’s to be what you think
of to fix your mood.

18. Social Media #FixYourDay
In this social media and
public relations effort, we combed
through thousands of tweets,
Facebook and Instagram posts
that were tagged with hashtags
#badday #worstdayever #today-
sucks etc. and responded to these
posts with engaging content and
coupon offers to fix peoples’ days.

19. Social Media
This public relations stunt
implements a marketing team to go
out to central locations, find people
having bad days and give them a
spontaneous free pretzel or pretzel
card. This stunt would be filmed and
housed on the Auntie Anne’s site and
social pages.

20. Social Media #FixAtFive
#FixatFive is a
pretzel happy hour. Every
Friday during the span of our
campaign from 5-7pm you can
receive a half off freshly baked
soft pretzel if you show the
Auntie Anne’s employee that
you have downloaded the app
on your smartphone. This will
increase overall sales, foot traf-
fic to the stores, and app down-
loads

21. Social Media
We chose to implement this
promotion on Fridays because
that is when a good part of our
target audience gets their pay-
check and may allow themselves
to head to the mall for some
shopping time. This promotion
does not include
pretzel dogs or nuggets which
is why we utilized the specific
brand book language of “freshly
baked soft pretzel.”
#FixAtFive

22. Social Media #AlexsFunFix
We developed signage that features
Alexandra Scott and an #AlexsFun-
Fix logo as well as the Auntie Anne’s
logo. We challenged our social me-
dia audience to find these signs in
their local airports, train stations
and malls and tweet at Auntie
Anne’s using the hashtag #AlexsFun-
Fix. In return, we promised a $0.50
donation on every tweet.

23. Social Media
We discovered that 64% of our target is
likely to align with a brand that touts a
social good component to their
messaging and has a strong partnership
with some kind of charity or nonprofit.
We wanted to promote Auntie Anne’s
long-standing partnership with Alex’s
Lemonade while also hinging off
messaging of indulgence and finding a
“fix”. These posts act as an online
scavenger hunt and a tool to gain user
generated content in a condensed
amount of time.
We all know that Auntie Anne’s and Alex’s Lemonade is a perfect
match, but did you know you can now donate to cancer
research through a pic and a tweet? Find our #AlexsFunFix
signs and send us a polaroid using the hastag #AlexsFunFix.
Every tweet contributes $0.50 toward cancer research!

24. Media Plan Out-of-Home- Airports
John F. Kennedy Airport/
Newark International
Laguardia Airport
Where: AirTrain Domination
When: June 12, 2017 - July 9th 2017
(4 Weeks)
How Much: $100,000 Each
Where: Dioramas and PowerPoles
When: June 12th, 2017 - July 2, 2017 (Dioramas)
June 12th, 2017 - July 9th, 2017 (PowerPoles)
How Much: $60,750

25. Media PlanOut-of-Home- Train Stations
New York Penn Station Brooklyn Subways
Where: Penn Station Digital Network
When: July 10th, 2017 - August 6th, 2017
How Much: $95,000
Where: Urban Panels
When: July 20th, 2017 - August 6th, 2017
How Much: $22,500

26. Media Plan Out-of-Home - Malls
Where: Standees
When: August 14th, 2017 - September 17th, 2017
How Much: $247,500

27. Media PlanDigital Banners
Where: Websites our target may
use such as Reddit, Refinery29,
Washington Post, New York Times,
Expedia, WedMD, Zillow, Trulia,
Topix
When: May 8th, 2017- July 17th,
2017
How Much: $900,000

28. Media Plan Online Radio - Pandora
Where: Audio Ad with
Companion Banner
When: May 8th, 2017 -
September 17th, 2017
How Much: $61,974

29. Media PlanSocial Media
When: May 8th, 2017 -
September 17th, 2017
How Much: $123,683
Snapchat filter from #FindYourFix promotion must be
bought for time frame (included in media buy budget)
When: May 8th, 2017 - September 17th, 2017
How Much: $41,228
When: May 8th, 2017 -
September 17th, 2017
How Much: $123,683
When: May 8th, 2017 -
September 17th, 2017
How Much: $123,683
auntieannespretzels Your classic bad day won’t break
you anymore. find the Auntie Anne’s closest to you today.
auntieannes.com/locations

30. Media
Flowchart

31. 45%
31%
21%
9%
Digital- $900,00
OOH - $625,750
Social - $412,276
Online Radio - $61,975
Digital
OOH
Social
Online Radio
Media
Budget

32. Measurement &
Reporting
Total sales -
comparing the sales numbers before
and after the campaign runs
App Downloads-
comparing download
numbers before and after
campaign runs
Digital coupon redemption -
comparing redemption numbers before and
after campaign, per month
Media Impressions and social metrics -
Reach and Impressions, Click-Through-Rate, Cost-Per
Impression, Cost-Per-View, Engagement Rate, number of
clicks, likes, shares, comments
Proof-of-Performance Recap -
Recap of impressions and actual out-of-home
excutions from out-of-home vendors