Knead Fragrance

EXPERIENTIAL / CREATIVE STRATEGY / CAMPAIGN CONCEPT / CREATIVE DIRECTION

Auntie Anne’s has one unmistakable brand asset you can’t see: its smell. The insight was simple—everyone knows it, so what if we bottled it?

Enter Knead, a limited-edition fragrance that turned the scent of freshly baked pretzels into an unexpected brand experience. The concept tapped into the rise of gourmand fragrances, Gen Z’s obsession with scent and consumers’ appetite for affordable luxuries.

I developed the campaign concept and creative vision, leading the idea from initial pitch through execution. From fragrance and packaging development to campaign messaging, social content, merchandising and experiential, I worked across teams to bring Knead to life. I even served as hand model and V.O. talent (budgets were tight).

Knead sold out in under 10 minutes, generated 650+ earned media placements across People, Food & Wine, WWD, Forbes and The Cut, and earned a National Gold ADDY Award.