AUNTIE ANNE'S

PRETZELRIA

THE ASK

Celebrate National Ranch Day and launch Auntie Anne's Pepperoni Nuggets paired with Hidden Valley Ranch, giving fans a reason to rethink pizza night.

Hand dipping an Auntie Anne’s pretzel pizza bite into Hidden Valley Ranch against a blue and gold checkered backdrop

STRATEGY

We turned a menu pairing into a pizza-delivery parody: the Pretzelria Delivery Service. A nationwide sweepstakes drove entries, and white-glove, surprise-and-delight deliveries in America's pizza capitals created the content.

THE EXPERIENCE

A custom-branded Pretzelria vehicle hit New York City, Detroit, and Chicago, where an actor cast as the pretzel delivery driver hand-delivered custom boxes of Pepperoni Nuggets and Hidden Valley Ranch to winners. Surprise drop-ins at media offices kept the buzz going between stops.

Gold Auntie Anne’s Pretzelria hoodie printed with a “Love at First Bite” pretzel pizza mascot carrying a pizza box

Close-up of the smiling Pretzelria street team holding a checkered gift bag and an Auntie Anne’s Pretzelria pizza box in front of the car

RESULTS

Hundreds of fans entered for a prize bundle of a year of free pretzels and ranch, a $500 delivery gift card, and exclusive merch. Winners shared their deliveries on social, turning a snack launch into a brand moment.

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