Beer Kneads Pretzels
Shock Top
Campaign Objective
To promote a cross-brand sweepstakes by scanning QR codes that enter customers into a joint Shock Top/Auntie Anne’s contest.
Campaign Story
In Sep 2025, Shock Top beer and Auntie Anne’s launched the “Beer Kneads Pretzels” campaign. Retail POS displays and 6-pack cases featured a QR code. Scanning the QR code entered fans into a sweepstakes for prizes (Auntie Anne’s gift cards and co-branded merchandise).
Execution
Roll out retail displays for Shock Top Twisted Pretzel Wheat with QR code and Auntie Anne’s branding
Open the “Beer Kneads Pretzels” campaign in Fall 2025
Consumers scan the QR code to enter the joint sweepstakes on the promotion site.
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