Panera hasn’t given off warm and cozy vibes in a long time. Their once cult-like base from the early 2000s has become disappointed in the menu changes and the more expensive, lower-quality food. And like most of those golden-glow Y2K years, Panera now realizes they didn’t know how good they had it until it was gone.
And like Brian McKnight, Panera is asking if they can start again.
They’re asking for a dough over.
SXSW ACTIVATION LAUNCH
To launch our new (old) restaurant, we’ll host The Warm Up: a pop-up bread house at SXSW. When those evening desert temperatures plummet into the 50s during March, inside Panera, it’s warm and cozy again. Early 2000s menus, warm café details, old favorite entrees, and those unhurried “coffee house” musical artists that make you want to settle in with a baguette and stay awhile.
socials
You’ve heard about the 2000s Tuscan Mom. She’s back, baby.
On IG, Panera challenges people to return to simpler times. Do what any Tuscan mom would do on a Thursday night, and stop into Panera for “a lighter dinner.” Aka, a bread bowl.
OOH
Listen up! 2009 is calling and they want the old Panera. Our OOH is designed to make Panera’s comeback feel immediate and sensory, using food-forward imagery and witty lines that trigger the taste, smell, sound, and memory of the classics people missed. You can’t actually smell the bread from the sidewalk but we want you to remember exactly what walking in felt like.
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