"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."
"Speakers include Dea Lawrence, chief operating and marketing officer for Variety; Amy Lanzi, CEO of Digitas North America; Nicky Campbell, creator; and Beth Ringer, vice president of media strategy at Panera Bread. 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 partnered with Panera to produce an organic, influencer-driven campaign promoting Panera's Croissant Toast Sandwich and limited-edition Croissant Clutch anchored to the Met Gala. The effort used a three-part social-first video series and alignment with red carpet coverage to extend reach beyond the event. A Get Ready With Me style video from Nicky Campbell served as a key creative element. The integration of brand, marketing, and influencers helped drive buzz and excitement. The campaign exemplifies how brands can leverage cultural tentpoles and influencer integration to achieve broader brand recognition and cultural relevance.
Read at Variety
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