a New Era at Panera
PANERA
Panera needed to bring something new to the table
Panera tried to be too many things to too many people and over the years they diluted their brand. With a running joke online comparing it to hospital food, it was clear they needed a big brand refresh. They already had 21 New & Enhanced Menu Items to completely overhaul the menu but we needed to communicate the Panera you knew was Brand New. So we gave them “A New Era at Panera” – a campaign that told fans they were revamping all while borrowing from culture relevance. As we ushered in a new Era we made sure that our look & feel was bold & confident and our personality matched.
MADE IN PARTNERSHIP WITH:
DIRECTOR: THOMAS SCHAUER / PRODUCTION COMPANY: TASTE IN MOTION / VFX PARTNERS: FEATHER / PRODUCED BY: MAKERS TORONTO / SOUND DESIGN: GRAYSON MUSIC
We’re in our “How You Like Us Now?” Era
CookinG Up Delicious Social
We built a ton of Social for this campaign – taking the footage and figuring out new ways to slice and serve it up to customers.
Theres A Lot of Ways to Toast a Ciabatta
This is where we really shine. We’re exceptionally great at figuring out a million different ways to re-use the same footage (helping brands get more bang for their production buck.) For every offer-focused social piece we also created a more conceptual and thumb-stopping one to serve up with.
A GOOD DEAL DESERVES EVEN BETTER SOCIAL POSTS
New Era,
New Look & Feel
On social, we tossed out all the old recipes and started cooking from scratch. We modernized their look & feel and brought in some much needed personality. It might’ve been just a wink but who doesn’t love a nice little wink?
We continued to build the hype and buzz for launch day by playing with the fans and giving them a little taste of the brand new menu without giving it all away, and fans went crazy for it.
