"Executives from , Panera and Digitas, plus creator Nicky Campbell will take the Advertising Week stage on Oct. 9 for the "Leveraging Moments to Create Moments" panel. The group will share the strategy behind Variety's partnership with Panera, as the two worked to create an organic, influencer-driven campaign promoting the restaurant chain's new Croissant Toast Sandwich and limited-edition Croissant Clutch. The campaign was tied to fashion's biggest night of the year: the Met Gala, which was held in May."
"The effort consisted of a three-part social-first video campaign along with alignment to Variety's red carpet coverage of the night. The campaign demonstrates how brands can anchor themselves to cultural tentpoles to create moments that resonate far beyond the night itself. Variety's Panera partnership featured a Get Ready With Me style video from Nicky Campbell."
""The integration of brand, marketing, and influencers is key to building a popular, well-thought-out campaign," said Lawrence. "Our collaboration was a seamless fit, driving buzz and excitement for Panera's new Croissant Toast Sandwich and clutch bag in an organic way.""
Executives from Variety, Panera and Digitas and creator Nicky Campbell will appear on an Advertising Week panel titled Leveraging Moments to Create Moments to explain a partnership strategy. Variety partnered with Panera to produce an organic, influencer-driven campaign promoting the Croissant Toast Sandwich and a limited-edition Croissant Clutch tied to the Met Gala. The activation included a three-part social-first video series and alignment with Variety’s red carpet coverage, anchored by a Get Ready With Me style video from Nicky Campbell. The campaign used cultural tentpoles and influencer integration to generate organic buzz and cross-sector brand engagement.
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