We created an enduring campaign over 7 years that focuses on the quality of the experience and balances that with the quality of the products. The campaign shows how Panera is a wonderful place to relax, unwind and connect and enjoy great food.
Panera Alphabetter social and digital campaign. Highlighting ingredients to a fresh summer menu. The campaign was supported with social media, online advertising and radio.
Panera Alphabetter sample pre roll video. We made one for each letter of the alphabet.
Instead of focusing on what divides us, we decided to ask people to set aside their differences and break bread in an innovative multi-channel social campaign.
We drove people to Facebook with a full page USA Today ad asking people who they'd like to see break bread.
The Baker's Way was a digital and social experience that was all about Panera's authority in bread and baking.
The "Ode To Bread" and "Ode To Bakers" videos were just two of the many videos that lived on the Baker's way digital experience.
Here is one of the individual baker videos from The Bakers Way experience.
Foundational out of home campaign.
Here is an example of a retail out of home campaign based on 3 different products.
Panera national brand tv campaign example. The campaign highlighted core brand beliefs, like fresh baked bread for example.
The Panera Sandwich Showdown social campaign.
Panera "Day In The Loaf" video
There was an overall concern that advertising equated to a mass-market offering and thus a lack of specialness so advertising and social media had to celebrate the premium quality of Panera products but with higher-level focus on the sense of community that comes with dining there in a brand appropriate way.
With our stewardship over 7 years, we literally created the brand voice for thousands of radio, outdoor, online advertising, TV advertising, print ads, microsites and social media initiatives that motivated consumers to experience Panera.
The results and brand success were truly spectacular year over year as was store growth across the US. Panera Bread grew from 893 bakery-cafes to 1,691 in 41 states under our watch. The stock also consistently remains one of the hottest in the category.