Auntie Anne's: Incentivising High-Value Seasonal Orders With Premium Rewards

The Challenge

Q4 is the busiest stretch of the year for gatherings, from Halloween parties to Thanksgiving spreads to holiday office events. That gave Auntie Anne's plenty of chances to win repeat business from both individual customers and corporate buyers – but only if the promotion could stay fresh and relevant across two full months.

Caring for other people sits at the heart of the Auntie Anne's brand, so any catering reward also needed to reinforce that core value of building community and treating loved ones.

Why TLC

Since Auntie Anne’s was targeting both B2B and B2C customers, they needed a versatile reward that would capture attention across the board.

Given the length of the promotional period, any reward also needed to appeal to repeat customers. If the offer felt valuable and customers could get rewarded more than once, this would encourage them to keep Auntie Anne’s top of mind for other occasions.

TLC's substantial national reward network meant Auntie Anne's could offer a premium incentive – a stackable $50 hotel credit – for a fraction of its face value, while making it easy for repeat customers to redeem more than once.

The TLC Approach

Auntie Anne's needed a reward with mass appeal for both B2B and B2C customers – something that repeat customers would still find valuable on their second or third order of the season. We decided to offer a $50 hotel reward credit: a high-value incentive built to reduce the cost of holiday travel.

 

Every $100+ catering order placed in-store or online earned this reward, redeemable at over 400,000 hotels worldwide. We built the campaign around the idea of being “the one who brings the pretzels,” giving customers a reason to order again for their next gathering. The offer was shared via email, social, in-store collateral, digital display, and Auntie Anne's own online ordering platform for maximum visibility.