LANCASTER, Pa., Aug. 15, 2013 (GLOBE NEWSWIRE) -- Auntie Anne's wants its guests to not only feel good about donating to fight childhood cancer but also bring a smile to their faces with its in-store fundraising campaign that encourages guests to, "give a little, laugh a lot." The campaign launches on August 20, National Lemonade Day, with a nationwide Happy Hour event in support of Alex's Lemonade Stand Foundation, a nonprofit dedicated to finding better treatments and ultimately cures for all childhood cancers.
The world's largest hand-rolled soft pretzel franchise aims to raise $500,000 in eight weeks for Alex's Lemonade Stand Foundation and will ask guests to join in the fight against childhood cancer by visiting their local store to purchase a $1 lemon icon featuring a fun, kid-friendly lemon joke. In appreciation of the donation, Auntie Anne's will provide a coupon for $1 off the next purchase of any pretzel product and drink. The fundraising campaign starts Tuesday, will continue through September, which is National Childhood Cancer Awareness Month, and concludes on Tuesday, Oct. 15.
The fundraising efforts kick off with the first in a series of Happy Hours that reward guests who donate with a free pretzel. From 2 p.m. to 4 p.m., August 20 through Thursday, Sept. 26, guests can visit any of the soft pretzel company's 1,012 domestic stores each Tuesday and Thursday, purchase a $1 lemon icon and a 21 oz. soda or lemonade, and receive a free pretzel, in addition to the $1 off coupon to be used on a future visit. Guests are also encouraged to share their own lemon joke via their favorite social media platform and use the hashtag #LemonHappy.
"Auntie Anne's is committed to helping achieve Alex Scott's dream of finding a cure for all childhood cancers, and we're excited about this opportunity to give back," said Heather Neary, Auntie Anne's Chief Marketing Officer. "While laughter cannot cure cancer, it does provide the opportunity to smile when faced with a difficult situation."
This is Auntie Anne's second annual nationwide fundraising campaign for Alex's Lemonade Stand Foundation. Since forming a partnership with the childhood cancer nonprofit organization in September 2011, the company has raised more than $400,000 through its first national campaign, coin canister donations, local pretzel rolling contests, and the Auntie Anne's C.A.R.E.S. Charity Golf Tournament. The company's fundraising efforts made it one of the top 100 contributors to the Foundation in 2011 and 2012.
About Alex's Lemonade Stand Foundation
Alex's Lemonade Stand Foundation (ALSF) emerged from the front yard lemonade stand of cancer patient Alexandra "Alex" Scott (1996-2004). In 2000, 4-year-old Alex announced that she wanted to hold a lemonade stand to raise money to help find a cure for all children with cancer. Since Alex held that first stand, the Foundation bearing her name has evolved into a national fundraising movement, complete with thousands of supporters across the country carrying on her legacy of hope. To date, Alex's Lemonade Stand Foundation, a registered 501(c)3 charity, has raised more than $60 million toward fulfilling Alex's dream of finding a cure, funding over 300 pediatric cancer research projects nationally. For more information on Alex's Lemonade Stand Foundation, visit AlexsLemonade.org.
About Auntie Anne's
Auntie Anne's, which started at a farmer's market stand in 1988, mixes, twists, and bakes pretzels to golden brown perfection all day long in full view of guests. Anne and Jonas Beiler purchased the stand to provide the income needed for their vision of providing free counseling services to families and couples in their community. Building on their founder's vision to give back, Auntie Anne's is committed to serving others. In the past 10 years, Auntie Anne's and its employees, franchise partners, and crewmembers have donated nearly $5 million to charitable organizations. For more information, visit Auntie Anne's website, Facebook, Twitter or YouTube accounts. Images available upon request.