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How Auntie Anne’s Pretzels Is Taking Social by Storm

Posted Under: Social Pros Podcast
Content Marketing Awards - 2022 Winner Badge - Best Podcast
Hosted By

Daniel Lemin

Convince & Convert
About Social Pros Podcast:

Social Pros is one of the longest-running marketing podcasts in existence (10 YEARS and counting), and was recently recognized as the #1 Audio/Podcast Series by the Content Marketing Awards.

Our purpose? Making sure that we speak to real people doing real work in social media.

Listeners get inside stories and behind-the-scenes secrets about how teams at companies like Google, Reddit, Glossier, Zillow, Lyft, Marvel, and dozens more, staff, operate, and measure their social media programs.  With 500+ episodes, the Social Pros Podcast brings the humanity of social media to the forefront, while providing incredibly useful marketing strategies that listeners can immediately implement.

Thank you to our sponsor ICUC Social.

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To inquire about becoming a guest, please email our Executive Producer, Leanna Pham, at

Content Marketing Award 2022 Winner

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


Bari Rosenstein, Social Media Manager at Auntie Anne’s Pretzels, joins this episode of Social Pros to talk all about her winning social media strategy.

Creating Social Content for Hungry Pretzel FansHow Auntie Annes Pretzels Is Taking Social by Storm

Bari Rosenstein, Social Media Manager at Auntie Anne’s Pretzels, is back on the Social Pros Podcast, this time to share her strategies behind promoting pretzels to a growing fanbase.
Impressively, Bari works as a social team of one but collaborates with other social media managers in the Focus Brands portfolio and beyond. In this episode, she discusses how Auntie Anne’s likes to use user-generated content from its passionate fans to create relatable social content.
Bari also explains how she reaches out to influencers and how a simple gift of free pretzels led to a highly successful campaign during the Olympics.
One of the reasons Bari loves her current role is that it’s so open to trying new creative ideas.  That’s why she’s been experimenting with the increasingly popular Auntie Anne’s TikTok channel.

In This Episode:

  • 5:59 – Auntie Anne’s expansion into drive-throughs and beyond
  • 8:46 – Where Auntie Anne’s works within the Focus Brands family
  • 10:33 – How Auntie Anne’s works with franchisees on larger marketing efforts
  • 13:58 – Bari walks us through how they manage the social media calendar
  • 16:09 – The reports and KPIs that Bari measures for franchisees and the larger business
  • 18:12 – How Bari manages to be a social media team of one
  • 23:10 – How the Focus Brands social media managers collaborate
  • 26:10 – How Bari gained the trust of her team to post freely on social
  • 28:28 – Bari talks about how Auntie Anne’s crisis management works and the struggles during the pandemic
  • 31:52 – Where influencer marketing fits into the Auntie Anne’s social strategy
  • 36:27 – Bari shares her ultimate Auntie Anne’s pick
  • 37:41 – Bari’s top tip for those looking to become a social pro

Quotes From This Episode:

“We will be using content creators and influencers to help promote our campaign just because we saw such a great return from our influencers where we just DM them and send them pretzels for free.” Click To Tweet
“Social is such a grey area. It’s very hard to understand if you didn’t grow up with it. And a lot of our franchisees are older and lean on their younger employees to help.”@basicallybari
“[Within Focus Brands] We all have the end goal of creating great content and engaging content. So we help each other.”@basicallybari


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