Panera Bread — Fast Casual
At the time, most people thought Panera was a bakery. We needed to define the brand’s assets in a competitive category and increase foot traffic at peak and off-peak times, in addition to new offerings
in an expensive media market.
We utilized an integrated, highly targeted, media mix (TV/Social/OOH/Digital/Print/Radio/DM/PR) for branding coupled with an on-premise events to develop an active social community to drive site and foot traffic to their 80+ cafes in the metro area. This custom, integrated campaign defined Panera’s assets, new offerings and drove significant sales increases across all geo-targeted locations building a community
online and offline.