Why just eat the nugget when you can be the nugget?

After years of social pleas—and even a Change.org petition—calling for the return of Auntie Anne’s Sour Cream & Onion pretzels, we gave fans what they wanted with the launch of Flavor Blast Nuggets, bringing back the cult-favorite flavor alongside new Honey Mustard.

To make the comeback as big as the fan demand, I developed the Flavor Blast Challenge, an oversized experiential activation that invited fans to step inside a massive cup of pretzel nuggets. Inside, a Sour Cream & Onion-scented wind vortex sent “seasoning” flying through the air, with participants grabbing tokens for the chance to win prizes—including free pretzels for a year.

I led the campaign concept and experiential strategy, partnering with creative and production teams to shape the experience, challenge mechanics, visual direction and content. The launch turned years of organic fandom into a physical brand experience and earned coverage from Food Network and Parade.