Goodby Silverstein & Partners (GS&P) has been tasked with helping Panera Bread lure coffee drinkers away from their regular joints to sign on for the chain’s newly launched unlimited-coffee subscription for $8.99 a month.
After subscribing through the MyPanera app, consumers will be able to walk into a Panera location at any point during the day and get a fresh cup of coffee.
The “Your Cup Is Always Full”
creative suggests this offering is a major event by showing a town full of people dropping everything from taking a
shower to writing a parking ticket in order to run together in a group towards one unknown destination. The ad ends with them all stopping at the Panera Bread shop while each holds out their coffee
cups.
This campaign marks a change for the restaurant chain, explains Chris Hollander, senior vice president marketing, Panera Bread. “We’re focusing on the insight that
coffee can be a source of optimism – and think we’ve genuinely captured that feeling, and the excitement.” He adds this coffee subscription is “disrupting” a category and
so we needed our marketing campaign to be just as disruptive and different than what we’ve done in the past.”
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The awareness push kicks off with a :30-second TV spot, directed by Craig Gillespie of production company MJZ, followed by social media components, out-of-home and digital activations.