Promoting clean eating
The bakery-cafe chain used link and video ads to promote its Kids Meal Promise and Panera Kids menu, resulting in a 15-point lift in ad recall.
- 15-pointlift in ad recall
- 12-pointlift in message association
- 7-pointincrease in intent to visit Panera Bread
Real food for the neighborhood
Panera Bread is a chain of bakery-cafes in the US and Canada. The company, which was founded in 1981, committed to “clean” food by removing artificial flavors, preservatives, sweeteners or colors from artificial sources from its US food menu by the end of 2016.
Baking in brand awareness
The bakery-cafe chain wanted to increase brand awareness, particularly of its newly “clean” Panera Kids menu. For this particular campaign, the company wanted a creative and engaging way to share its Kids Meal Promise on social channels.
Facebook is obviously an effective platform for reaching people with our message about Panera Bread’s clean Kids Menu. But what’s especially exciting about it is our ability to share engaging content that resonates with people. This not only resulted in a double-digit increase in ad recall with the consumers we targeted, but also helped change their perceptions about our brand.
Chris Hollander, SVP Marketing, Panera Bread
A clean and focused campaign
Panera Bread used both Facebook and Instagram to reach and inform parents about its “clean” Panera Kids Menu and Kids Meal Promise. The month-long campaign centered on the idea that kids should know what is in their food.
The company joined forces with media agency Maxus and creative agency Anomaly to develop link ads and video ads. The video ads juxtaposed children describing a healthy food choice, such as an apple, with kids trying to explain the different preservatives typically found in fast food, such as sodium benzoate.
A taste of success
Panera Bread’s campaign successfully reached millions of parents across the United States, and raised awareness for Panera’s “clean” Kids menu and Kids Meal Promise:
15-point lift in ad recall
12-point lift in message association
7-point increase in intent to visit Panera Bread more than usual in the next month, among 35- to 44-year-olds
7.5 million people reached