2014 DSA Crown Award: Point of Sale (less than $10K) - Bronze 

Entry: Wand Corporation

Client: Auntie Anne's

Submitted by: Wand Corporation

Venue(s) where the content was displayed:

Auntie Anne’s is a quick service bakery franchise that specializes in soft pretzels. Hand-rolled and baked on the spot, Auntie Anne’s pretzels are served with a variety of toppings, and come in different styles like mini-pretzels and pretzel hot-dogs. They also offer a variety of flavored dips and beverages.  Auntie Anne’s depended on WAND’s expertise at every stage of deployment, from creative strategy to set-up. With Auntie Anne’s bakeries in malls, airports, and universities across the United States, they needed digital menu boards that were flexible enough to fit a variety of competitive environments. Most bakeries used a WAND Digital menu solution with three or more boards.

Objectives of the content:

The main objective was to update Auntie Anne’s static menu content to animated digital content that allowed for variations in messaging and display layout. Because they use a mix of standard menu items, combo deals, and limited time offers, Auntie Anne’s needed a solution that had immediate access to a brand approved media library.  An accessible media library needed to increase Auntie Anne’s engagement with fast paced young adults. Since the menu items were particularly suited to certain business days and times, the software would require dayparting controls that enabled to-the-minute start and stop times for selected content. The final objective was to increase the sale of combo deals and limited time offers over sales at bakeries with static menus.

Budget category (content creation only): Less than $10,000

Results of the content:

The WAND Digital menu boards brought the Auntie Anne’s brand to life, adding vibrant displays and lively content to each bakery. This updated look increased engagement with passersby and customers, who experienced a seamless solution that integrated different digital menu boards displaying standard menu items alongside limited time offers and combo deals. The new dayparting controls increased Auntie Anne’s ability to change promotions and featured items depending on the day and time, which also helped increase engagement. The strategic use of customizable menu boards and variable upsell messaging successfully increased the sales of combo deals and limited time offers over bakeries with static menu boards.

Selected judges' comments:

  • Nice, clean, easy to read grafics for a menu board
  • Significant upgrade over Auntie Anne's previous signage system
  • Nice graphic presentation for digital menus
  • I like the visual variety of content and the ability to highlight new products/promotions.
  • The creative really delivers. I want a pretzel!


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