The promotion invites customers to honor the mentors, family members, and chosen figures who fill the role of an aunt. On July 26, members of the Auntie Anne’s rewards program can secure a free Original or Cinnamon Sugar pretzel with the purchase of any other pretzel item. The company intends for the offer to facilitate shared experiences between supporters and their chosen aunt figures.

Beyond the culinary offer, the partnership with Little Words Project introduces a custom-designed bracelet featuring crystal glass and gold-plated enamel beads. Fans can receive a complimentary bracelet with any purchase at select locations, including malls in Atlanta, Chicago, Los Angeles, and Philadelphia. For those outside these regions, a limited quantity of the bracelets will be available for purchase online beginning July 20. Nathan Baldwin, Chief Brand Officer at Auntie Anne’s, described the initiative as a natural extension of the company’s focus on connection, while Little Words Project founder Adriana Carrig noted that the collaboration aims to celebrate the supportive bonds that define the aunt role.