PANERA: FOOD CHAIN REACTION

Credits & Description:

Advertiser: PANERA BREAD
Agency: CRAMER KRASSELT
Category: Social Media
Advertising campaign: FOOD CHAIN REACTION
SVP/Executive Creative Director: Derek Green (Cramer-Krasselt)
Associate Creative Director: Julie Karnes (Cramer-Krasselt)
VP/Senior Producer/Interactive: Lori Talley (Cramer-Krasselt)
VP/Associate Creative Director: Bill Dow (Cramer-Krasselt)
EVP/Chief Creative Officer: Marshall Ross (Cramer-Krasselt)
Photography: Michael Maes
Senior Art Director: Sangbum Kim (Cramer-Krasselt)
SVP/Digital/Design Director: Kevin Flatt (Cramer-Krasselt)
Senior UX Strategist: Travis Smith (Cramer-Krasselt)

Brief Explanation
1 in 6 people in America don’t know where their next meal is coming from. Panera Bread, a national restaurant, wanted to help. So we created the Food Chain Reaction. And turned this statistic into a social activation strategy – every time 5 people get together in the app, Panera donated a meal to that 6th person in need. The entire campaign was only promoted via Panera owned properties (their website, twitter, etc.) and their facebook page. We wanted to spend as little money as possible, so that we could do the most good with the money we had. So no advertising, no banners, nothing. We announced the program on Facebook, and then designed it to spread like a chain reaction. People invite their friends, who invite their friends and so on. In the campaign’s short lifespan, over half a million invites were sent out.