Nug Cup 2026 | Auntie Anne’s

Overview
Nug Cup reimagined Pretzel Nuggets as full‑fledged athletes and transformed the Pitch Pack into a miniature stadium. Built for the biggest sports moment of the year, the campaign launched an entire tournament world — complete with a hero film, collectible packaging, and a storyline fans could follow from kickoff to final bite.

Challenge
Pretzel Nuggets weren’t part of the game‑day ritual. To earn a place on the table, we needed to build a snack universe with real stakes — teams, rivalries, drama, and a matchday experience that lived across film, packaging, POS, and social.

Idea “Every Bite is a Match”
Inside the Pitch Pack Stadium, OG City and C&S United battled for snack‑world glory. Every dip, every move, every molten‑cheese moment mattered. The result: a cinematic, bite‑sized sports saga that made Pretzel Nuggets feel like part of the match.

Execution
Hero Film: A 30‑second 3D‑to‑live‑action spot featuring a molten‑cheese bicycle‑kick goal and full stadium energy.

Pitch Pack Stadium: Custom‑built crowds, lighting, and sports‑cinematic camera language.

Team Systems: Crests, colors, chants, and identities that made OG City and C&S United feel like real clubs.

Packaging + POS: A collectible system that turned the Pitch Pack into official match‑day gear.

Social: Match updates, player spotlights, scoreboards, and snack‑side commentary.

Result
We didn’t just make an ad — we built a world. Nug Cup elevated Pretzel Nuggets into the official snack of the season and gave fans a new way to celebrate every match.