BAKING UP A CULTURAL CULINARY REVOLUTION
Panera was launching their new, first-of-its-kind Croissant Toast Sandwich. To stand out in a highly competitive, trend-driven culture and connect with fashion-forward audiences, they introduced the Croissant Clutch handbag—a stylish, insulated handbag perfectly sized to keep the crave-worthy sandwich warm on the go.
INGREDIENTS FOR DELICIOUS SUCCESS
Panera needed a media strategy that would transform this launch into a true pop culture moment that would capture the attention of style-savvy audiences and get everyone talking. With research showing that 30% of Panera’s audience have strong passions for Arts and Entertainment, we identified the ideal activation stage that perfectly coincided with the launch: The Met Gala.
POP CULTURE PARTNERSHIPS: VARIETY + INFLUENCERS
Panera combined star power and style by teaming up with iconic and trusted entertainment media brand, Variety, as the presenting sponsor for their Met Gala red carpet coverage, alongside fashion-forward influencers who brought both humor and credibility. This multi-channel approach combined paid media, influencer partnerships, and a major cultural event for maximum impact. By pushing custom content across social, Panera became part of the conversation among trendsetters.
BRINGING FRANCE BACK TO DELANEY ROWE
Comedian Delaney Rowe starred in a custom video tying one of her signature personas to the French-inspired sandwich launch—leveraging her personal momentum after trending with celebrity news.
COLLABORATIONS WERE STACKING UP
The Croisant Clutch was featured with SNL cast member and red-carpet host, Ego Nwdoim at an afterparty, securing earned media for Panera. Images were further amplified by influencer Robyn DelMonte (“GirlBossTown”) on social channels.
GETTING BREADY WITH NICKY CAMPBELL
Known for his red-carpet fashion reviews, popular fashion critic Nicky Campbell created branded “Get Ready with Me” content for Met Gala Night, produced by Variety Content Studio. His video highlighted Panera’s products as must-haves for high fashion afterparties.
VARIETY’S MET GALA RED CARPET COVERAGE
Panera sponsored Variety’s viral social coverage of the Met Gala, which included extensive celebrity interviews on the red carpet for even more engaging content.
POST-MET GALA HOMEPAGE TAKEOVER FOR MAXIMIZING EXPOSURE
To reach fashion fans vying for red carpet hot takes, Panera took over Variety.com’s homepage on one of its busiest day of the year, making sure all eyes were on the brand when conversation was at its peak.
SOLD OUT ON LAUNCH DAY
The Croissant Clutch sold out almost immediately due to surging demand driven by influencer coverage and earned media pickups.
