Auntie Anne’s Pretzels
The glorious fresh-baked, buttery pretzel smell wafting through the mall has successfully tempted most. Auntie Anne’s was rolling out its new rebrand and was looking for social media content that would help engage younger generations and shift people’s perceptions of Auntie Anne’s from a mall trip afterthought to a destination. They turned to Chemistry agency for help with collaboratively conceptualizing ideas and executing multimedia, organic social content, including short videos, graphics, illustrations, memes, and photography. By leaning into brand truths and socially native content, we helped to increase Auntie Anne’s social media following by over 98% and comment rate by 167% within one year.
Role: Content Creator, Graphic Designer, Art Director, Photographer, Videographer, Illustrator
Creative Director: India Nabarro
Strategy: Bari Tippett, Kenna McKenzie
Graphic Design Photography Illustration Motion Design Social Media Art Direction
The Strategy
Auntie Anne’s social leans into human truths to make the brand more relatable and relevant, thereby increasing engagement and shareability.
Auntie Anne’s embraces the intentional lo-fi social content and capitalizes on current trends and cultural moments while also incorporating brand elements. This social strategy allows Auntie Anne’s to connect with younger generations while increasing brand recognition.
Top-performing static post on both Instagram and Facebook
1M+ Impressions
1M Post Reach
25k+ Engagement
Pretzel Personalities
We injected some extra character and humor into the brand by personifying the pretzels. Whether it’s original pretzels paired with nuggets to represent aunt and niece, or nuggets lounging by a cheese dip pool and enjoying summer activities – Auntie Anne’s shows that it doesn’t take itself too seriously on social media. By doing so, it can relate to the younger, chronically online segment of its audience.
Quizzes
Our memes and graphics often included posts where viewers could engage with each other and the post by commenting which option they would pick. From “which one has to go?” showcasing controversial menu items, to the unserious “how would a pretzel wear pants?” question, we made sure to talk with our audience instead of at them.
