Introducing Knead - An Exclusive Fragrance Inspired by Auntie Anne's Signature Aroma

I was tasked with creating a PR activation around Auntie Anne's most iconic brand asset: its unmistakable aroma. The insight was simple—everyone knows the smell of Auntie Anne's, so what if we bottled it?

The result was Knead, a limited-edition fragrance that tapped into the rise of gourmand scents, Gen Z's growing obsession with fragrance and consumers' appetite for affordable luxuries.

As campaign lead, I developed the launch strategy and creative vision, partnering cross-functionally on everything from bottle design and campaign messaging to social content, merchandising, experiential and earned media.I even served as hand model and V.O. talent for our creative assets (budgets were tight).

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