PANERA BREAD

PR & Social Media

Panera Bakery Cafes were coming to town.

And they needed a multi-faceted, local marketing partner who knew the Hudson Valley, and who could provide the whole array of public and media relations, graphic design, media buying, account coordination, and promotional support they needed to successfully launch and market multiple cafes in what was, for them, a brand new market area.

Our PR approach combined focused outreach, sampling programs, and community outreach. We helped them gain exposure and important relationships, and build awareness and good will.

Campaign

Besides promoting store openings, new menu items, and other delights, we often had the opportunity to support Panera’s community involvement. One such campaign allowed us to incorporate a little whimsy and cheer – and still maintain adherence to Panera’s strict corporate brand guidelines!

Advertising

Case Study

The Context:

A new Panera Bakery Café franchise, Take Home the Bread, was looking to introduce Panera Bakery Café to the Hudson Valley. The owners had a master plan to open and establish 25-30 cafes in the Hudson Valley over a period of several years. Although Panera’s corporate offices would provide thorough support and creative templates, Take Home the Bread needed a multi-faceted regionally-based marketing partner who knew the Valley and who could provide the depth of public and media relations, graphic design, media buying, account coordination, and promotional support required to successfully launch and market multiple cafes over a long-term period.

BBG&G Assessment:

As a well-respected public relations and advertising design firm with strong connections in the Valley, we had the skill set, media relationships, and organizational capabilities to implement and maintain integrated but individualized campaigns for multiple locations. We knew Panera would best benefit from an approach that combined public relations, advertising, community outreach, and down-to-earth good neighborliness.

Goals:

  1. Introduce the Panera Bread Cafe to the Hudson Valley as a unique, flavorful, and top-quality bakery/café featuring high quality, reasonably priced food in a warm and comfortable environment
  2. Gain meaningful publicity and exposure
  3. Build awareness and create excitement regarding the bakery/cafe, its bread, and services
  4. Build a place in the community as a good neighbor
  5. Create opportunities for positive editorial coverage.

The Solution:

We developed a multi-pronged marketing program to introduce each Panera café to its community, generate publicity from events and community outreach, build awareness and good will, and maintain long-term traffic.