Panera CPG Campaign

One more time with mealing

Panera engaged us to develop a series of CTV spots that adapted their “It Just Meals Good” campaign from 72andSunny to focus on their grocery products and the audience they were targeting. While the creative needed to ladder up to the overall emotion and tonality of the Cafe campaign, the directive for us was to make it very clear these were entirely separate offerings from the Panera Cafe products people are more familiar with.

I developed a concept around the idea that “bad news” becomes a good opportunity when you frame it as a chance to stay home and enjoy your favorite Panera products. The series is titled Reframe of Mind and focuses on the joy people experience as a result of three core products in Panera’s CPG portfolio.

Shot in a single location in a single day, the work represents an ability to get creative within a predefined set of parameters, while also considering the very real budget and timing limitations that often come with shopper-focused campaigns.