Campaign: National Lemonade Day
Company: Auntie Anne’s
Nonprofit Partner: Alex’s Lemonade Stand Foundation
Launch Date: August 20, 2012
August 20th, National Lemonade Day, kicked off the inaugural national effort between soft pretzel franchise Auntie Anne’s and Alex’s Lemonade Stand Foundation. Guests are asked to participate digitally as well as via a traditional pin-up program. In a mobile gaming component, customers can complete pretzel-themed challenges on the SCVNGR platform and earn points to unlock physical and virtual rewards, including having Auntie Anne’s make a $2 donation to Alex’s Lemonade Stand Foundation when a player earns 12 points (up to a maximum of $40,000). An 18 point achievement earns the player a free signature pretzel. The franchise also aims to raise $500,000 for Alex’s Lemonade Stand Foundation by asking customers to visit local stores and purchase a paper lemon icon for $1. As a token of appreciation, Auntie Anne’s will provide a coupon for $1 off the next purchase of any pretzel product and drink. The campaign will be promoted via point-of-purchase advertising, social media and email blasts from both partners, Facebook advertising and public relations efforts.
The Auntie Anne’s and ALSF partnership is a good example of a growing cause marketing relationship. Started in September 2011, the partnership has raised more than $150,000 through coin canister donations, local pretzel rolling contests, and the Auntie Anne’s C.A.R.E.S. Golf Tournament. This national effort juggles both a digital component and a traditional consumer-driven fundraising campaign, effectively reaching their target demographics both in-store and via mobile device. We’re interested to see how this relationship rolls out in the future!