Making lemonade at Auntie Anne's

September 28, 2012

You have to love a client who signs every email and answers every phone call with, “Have a pretzel perfect day.” That’s the mantra that has powered the agency’s branding work for Auntie Anne’s mall-based pretzel stores for the past seven years. An obsession among teens and tweens, Auntie Anne’s pretzel-based products inspire a passion and loyalty that is the envy of many a fast-casual retail restaurateur. 

Recently, that passion got paid forward in a cause marketing partnership with Alex’s Lemonade Stand. Richards Partners, tasked with finding a national charity partner for the retailer, recommended the match after a strategic search for a cause that was as authentic, optimistic and consumer-friendly as Auntie Anne’s. If you aren’t familiar with Alex’s, the inspiring backstory is of a four-year-old girl battling cancer on a mission to find a cure for all childhood cancers.

The partnership kicked off on August 20th, National Lemonade Day, and featured sales of a paper lemon icon and a SCVNGR mobile app with pretzel-themed activities that unlocked prizes. Auntie Anne’s, which was founded on the idea of raising money for its Pennsylvania hometown community, has pledged to raise $500,000 for this worthy nonprofit. Learn more here.