Introducing Knead - An Exclusive Fragrance Inspired by Auntie Anne's Signature Aroma

In 2024, I was tasked with ideating a PR activation around Auntie Anne’s signature aroma. We had a powerful insight - put simply, everyone knows the smell of Auntie Anne’s. So what if we bottled it?

With that we transformed our most iconic brand asset—the irresistible aroma of freshly baked pretzels—into a limited-edition fragrance: Knead.

Our decision came at the perfect moment in the media landscape — the intersection of consumers’ desire for “little luxuries”, Gen Z driving the majority of fragrance purchases and the the rise of gourmand scents. I leveraged this moment to develop a strategy that guided a cross-functional team through every stage of the launch, including bottle design, social rollout, merch development, and concepting our experiential NYC pop-up. I’m not afraid to get my hands dirty. No, really. I even served as hand model and V.O. talent for our creative assets (budgets were tight).

Recognizing the power of scent and nostalgia, we positioned Knead as both a playful novelty and a craveable collector’s item. The campaign resonated widely, securing over 650 media placements in outlets such as People, Food & Wine, WWD, Delish, Forbes, and The Cut. Additionally, it earned an ADDY Award for Best Guerilla Marketing Campaign.

The results spoke for themselves—Knead sold out in under 10 minutes, drove significant social engagement, and cemented Auntie Anne’s as a brand that knows how to capture cultural moments in unexpected ways.

“Auntie Anne’s Just Launched a Pretzel-Scented Perfume—and It Sold Out in 10 Minutes”