Success Story

Auntie Anne's

Auntie Anne's Case Study

“This was the first time Auntie Anne’s used mobile geo-fencing technology, and it worked extremely well, driving one of the lowest CPCs on the campaign. Rocket Fuel’s precise mobile-targeting abilities let us serve coupons to consumers in a tight radius of store locations. They were a great fit that drove great results.”

Robert Shanahan
Communications Planner Mullen Agency

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Drive coupon downloads, encourage coupon use at nearby stores


Building awareness of nearby store locations

Product Used

Rocket Fuel for Direct Response with Local Lift, Channel: Mobile


Anne and Jonas Beiler started selling Auntie Anne’s pretzel products in a farmers market in 1988. After some experimentation and a few mishaps, they created a pretzel that customers quickly dubbed “better than the best you’ve ever tasted,” which is the same pretzel customers know and love today. Today there are more than 1,400 places to buy a wide range of Auntie Anne’s pretzel products in 47 states and 25 countries. When the Mullen Agency decided to run a mobile program to drives sales of the new “Mini Pretzel Dog” – something Auntie Anne’s was distributing out of its shopping mall locations, it was a natural fit for Rocket Fuel’s mobile solution.


  • Drive coupon downloads
  • Build awareness and interest for Auntie Anne’s Mini Pretzel Dog
  • Get consumers to download a coupon and redeem it at a nearby store


  • Attracting attention and driving awareness among consumers near store locations
  • Reaching in-market consumers in a crowded shopping environment


  • Fuels 368% more coupon downloads than goal

Product Used

  • Rocket Fuel for Direct Response with Local Lift
    • Channel: Mobile

Why Rocket Fuel?

  • Agency’s past superior results on Rocket Fuel campaigns for several other clients

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Auntie Anne’s? They tend to be:

  • Visitors ages 40-44 and earning $150K+ were the highest converters
  • Alabama, Louisiana, and Texas were the strongest converting states
  • Those who downloaded the coupon had past purchase behaviors that include frozen entrees, bakery items, sweets, and snacks.

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