Anyone who has passed by an Auntie Anne’s pretzel shop can attest that the tantalizing scent of freshly baked dough practically sells itself. In fact, it’s unlikely that anyone has ever actually “passed by an Auntie Anne’s.” You stop. You buy. You enjoy. Sadly, you can’t package those mouth watering aromas online. What you can do is offer customers and prospective franchisees a way to engage with the brand. Under the leadership of Shannon Zimmerman, PR and social media manager, Auntie Anne’s has cultivated a burgeoning online fan base. Her efforts won the Best Social Media Director in PR Daily’s Digital PR & Social Media Awards.
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