Auntie Anne's Picks Mullen North Carolina as Agency of Record

Mullen NC announced today that it has been selected as agency of record for Auntie Anne’s Pretzels, the 1,330-unit franchise made famous by its fresh, hand-rolled treats. The decision was made following a client-led review. Terms of the contract were not disclosed.

Mullen, an independent brand within the Interpublic Group of Companies (NYSE:IPG), will provide fully integrated marketing communications services for the company based in Lancaster, Pa., including strategic planning, creative across all touchpoints, digital marketing and offline and online media. Creative work is expected in the fall, supporting both brand and new product marketing initiatives, including new creative for Auntie Anne’s Honey Whole Grain Pretzel, which launched earlier this year.

“Mullen came to us with a distinctively integrated approach for appealing to the Auntie Anne’s loyalists while bringing the brand to a wider audience,” said Matt Simon, Auntie Anne’s Director of Marketing. “Their deep understanding of the franchise industry and consumer brands, coupled with expertise in applying strategic consumer insights, will allow them to develop concepts positioned to evolve Auntie Anne’s history of indulgent snacking.”

Auntie Anne’s, which recently celebrated its 25th birthday, is known for mixing, twisting and baking pretzels all day long in public view at busy shopping centers, universities, airports and other travel centers. Mullen’s creative work will aim to elevate consumer perceptions of the brand past its physical locations, said Jason Black, Mullen NC executive creative director.

“Anyone who has spent any amount of time in a mall or airport is familiar with the Auntie Anne’s pretzel,” Black said. “It’s a warm, comforting and nostalgic treat with just the right amount of quirk. We will have a lot of fun making the Auntie Anne’s brand top-of-mind with snackers everywhere.”

Taylor Bryant, Mullen managing director, said the agency’s “hyperbundled” approach to marketing solutions proved its strength among Auntie Anne’s marketing team and franchise owners alike.

“Our hyperbundled model brings together experts across marketing disciplines to execute campaigns that successfully engage consumers across all touchpoints,” Bryant said. “Our job is to deliver new ways and channels through which we can excite consumers’ taste buds; and the campaigns we develop in collaboration with the client will accomplish that.”

About Mullen North Carolina

Mullen is a full-service, hyperbundled agency with an "unbound" approach to marketing. It specializes in working with culturally relevant experiential brands and is recognized as the leading marketing-to-women consultancy through its Frank About Women group. Agency clients include Unilever, Hanesbrands, CSX Transportation, Men’s Wearhouse and Food Lion. Mullen has been named to the Advertising Age Agency A-List and as one of Fast Company’s Most Innovative Companies. Headquartered in Boston, the agency operates offices in North Carolina, Detroit, Pittsburgh and San Francisco. Mullen is an independent brand within the Interpublic Group of Companies (NYSE:IPG). For more on Mullen North Carolina, please visit mullennc.com.

About Auntie Anne’s

An award-winning franchise system that is owned by FOCUS Brands Inc., Auntie Anne's received the 2012 ZAGAT® top five most popular quick-refreshment chains honor, ranked number one in the category of hand-rolled soft pretzels by Entrepreneur’s Franchise 500 and was granted the World-Class Franchise® honor (the most prestigious award in franchising) for the past seven years. For more information about the Auntie Anne’s franchise opportunity, visit Auntie Anne's on Twitter, Facebook or YouTube.