Auntie Anne's Malaysia:
GOLD for STIX

Marketing Excellence Award - Silver awards - Excellence In Media Strategy

Campaign Description

Strategy associated with Olympic Games:
Overcome challenges during the pandemic

Auntie Anne’s has a long heritage in the market, and the brand has always doubted the power of digital.

Malaysia was under Movement Control Operations from June to August 2021. Sales performance has been badly affected since June. All outlets have shorter operation hours, and most customers couldn’t visit Auntie Anne’s outlets as usual. How to keep Auntie Anne’s at the top of customers’ minds and drive spending during the lockdown period become the challenge.

We then discussed with the brand, dialling up the entire communication associated with the Olympic Games. Letting customers immerse themselves into the game while having Auntie Anne’s GOLD medal, which meant to brought up the patriotic and national victory spirit.