Panera Bread

Success Story

Rapid awareness for pick-up program

The bakery-cafe chain supplemented its television commercials with Facebook video ads that introduced people to its Rapid Pick-Up program, increasing consideration intent by 6 points.
  • 14-point lift in ad recall
  • 12-point lift in awareness of the Rapid Pick-Up program
  • 6-point lift in consideration intent of the Rapid Pick-Up program

Their Story

Fresh, artisan bread

Originally founded in 1981, Panera Bread is a chain of bakery-cafes with more than 2,000 locations across the United States and Canada. The company bakes its breads and pastries fresh every day, and donates unsold products to local charities.

Their Goal

The new take on fast casual

Panera Bread wanted to increase awareness and consideration intent for its Rapid Pick-Up program, which enables people to order and pay online, then quickly pick up their freshly made food in store.
Facebook provided the perfect platform to work alongside our television efforts. In our increasingly connected world, it’s important to spread a consistent message across the many different media, and Facebook helped Panera Bread be present in the digital space.
Chris Hollander, SVP Marketing, Panera Bread

Their Solution

Rapid video value

To bolster awareness of its Rapid Pick-Up program, Panera Bread ran a video ad campaign that would relay a consistent message over Facebook and Instagram.
The campaign used a series of video ads to introduce the Rapid Pick-Up program, which allows people to order and pay for a meal online and find it ready and waiting on a designated shelf inside the store within minutes. Panera Bread partnered with creative agency Anomaly and media agency Maxus to develop the ads.
One ad featured a couple in a car with a baby sleeping in the backseat. The mother whispers that she can’t stop the car or the baby will wake up, so the father hops out of the moving car and grabs their food—which is ready, thanks to Rapid Pick-Up —and jumps back into the car.
To reach people most likely to take advantage of the Rapid Pick-Up program, Panera Bread used Facebook’s core targeting to direct the ads to people who have liked the company’s Facebook Page, as well as health and fitness advocates, parents and people interested in competitor brands.
Finally, the company deployed a Facebook brand lift study to determine the impact of its video ad campaign on people’s intent to use the Rapid Pick-Up program.

Their Success

A speedy success

Panera Bread reached millions of people with its 2-month campaign. The video ads were not only successful in supplementing the bakery-cafe’s television ads, but also achieved the following between June–August 2016:
  • 14-point lift in ad recall
  • 12-point lift in awareness of the Rapid Pick-Up program
  • 6-point lift in consideration intent of the Rapid Pick-Up program
  • 10 million people reached on both Facebook and Instagram
  • 8 million video views