Alternative Advertising Case Study: from DOmedia

Auntie Anne’s“Recipe for Creativity”

• In-School Objective: This program was designed to help stimulate the creativity of students and open their minds and imaginations.

Business Objective: The client’s objective was to generate brandawareness of Auntie Anne’s pretzels through trial by teachers, children and families.

• CMM Solution: Created a program to promote creativityvia classroom materials and promote the brandand trial via coupons for teachers and students to receive a free Auntie Anne’s pretzel.

Estimated Reach:- 600,000 students, grades 1st – 3rd- 25,000 classrooms- 2, 200 selected Elementary Schools based on geographicproximity to Auntie Anne’s store locations.

Program Elements:- Classroom Poster- Reproducible Lesson Activity Sheets- 3 versions of Bookmarks with Coupon- Teacher Letter- Student Letter for feedback- Teacher Reward Coupon Sheets- Outer Carton Letter

Post Program Results:- 406 reply cards received- 68 internet opt-ins received- 53 student and teacher letters received- 2.15% overall response rate

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