News

Auntie Anne's selects new agency

May 13, 2013

Mullen NC announced that it has been selected as agency of record for Auntie Anne's Pretzels after a client-led review. Terms of the contract were not disclosed.

Mullen, an independent brand within the Interpublic Group of Companies, will provide fully integrated marketing communications services for the franchise 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."

Taylor Bryant, Mullen managing director, said the agency's "hyperbundled" approach to marketing solutions was attractive to Auntie Anne's marketing team and franchise owners.

"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."

Among Mullen's other clients are Unilever, Hanesbrands, CSX Transportation, Men's Wearhouse and Food Lion.

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