Auntie Anne’s is rewarding members of its My Pretzel Perks mobile application and fueling app downloads as well as store visits by offering users a free Original or Cinnamon Sugar Pretzel to commemorate National Pretzel Day during the weekend of April 24-26.

Fans of the pretzel brand must download the My Pretzel Perks app by 11:59 p.m. on April 23 to be eligible to receive the free treat, which is redeemable in-store on April 24, 25 and 26. The food marketer also hopes to drive awareness of its products as the promotion coincides with National Pretzel Day.

“Our guests have been very excited to participate in the ‘My Pretzel Perks’ program to earn free rewards,” said Heather Neary, vice president of global marketing for Auntie Anne’s, Lancaster, PA. “As such, we anticipate that our guests will be eager to redeem this exclusive reward as it’s the first time we’ve offered such a promotion.

“Our guests also enjoy when Auntie Anne’s celebrates National Pretzel Day so we expect to see many pretzel lovers visit their local store during that weekend.”

Driving loyalty
The pretzel franchise is ramping up to reward frequent consumers of its treats as well as entice new consumers with the free giveaway. Guests seeking to redeem the offer may show their mobile device at any participating Auntie Anne’s store during the designated weekend.

This is the first time that Auntie Anne’s is able to engage with loyal customers through the app to commemorate National Pretzel Day.

Interested consumers may download the My Pretzel Perks mobile app for iOS and Android devices. Users will earn 10 points for each dollar spent at Auntie Anne’s locations, which may later be redeemed for free signature Auntie Anne’s baked items, such as their popular pretzels.

Some of consumers’ favorite treats include the hand-rolled soft pretzel in the Original, Cinnamon Sugar, Sweet Almond, Pepperoni and Raisin flavors, as well as the brand’s pretzel nuggets and mini pretzel dogs.

Loyalty members are also eligible to receive free pretzel on their birthdays. Food and beverage marketers must leverage loyalty programs for mobile users to stay afloat in the competitive sector, which sees Dunkin’ Donuts’ and Starbucks’ platforms reign supreme.

Tapping food holidays
Auntie Anne’s is also rolling out a retail line of frozen items ahead of National Pretzel Day so that fans can enjoy its snacks while at home. Frozen products include Pretzel Sandwiches, Pretzel Dogs, Pretzel Nuggets and Soft Pretzels, all of which are crafted with the brand’s pretzel dough recipe.

The product line will be carried at a slew of major retailers, such as Target, Costco, Lowes Foods, A&P and Piggly Wiggly.

Members of the loyalty app will be first to receive all pertinent information, as one of the perks is information about the brand’s newest and freshest products.

Ultimately, live events such as holidays are optimal opportunities for food and beverage marketers to drive hordes of consumers to bricks-and-mortar locations with offers on mobile. Fellow franchise Pretzelmaker is also planning to giveaway free pretzels on National Pretzel Day to any guest able to recite a tongue twister for the store associate.

“We are expecting to see an increase in app downloads as this exclusive National Pretzel Day offer is only available through the app,” Ms. Neary said.

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York