Brief:
- Panera Bread is promoting its brand-new flatbread pizzas by partnering with Pepsi in a multichannel campaign that consists of social network sweepstakes to win a virtual pizza party, according to an announcement. The brand names released numerous spots starring Andrew “King Bach” Bachelor, demonstrating how the star and comic gets ready for a video call event while in your home.
- Panera is providing away 1,000 electronic present cards valued at $50 to order a flatbread pizza and Pepsi pairing for curbside pickup, drive-thru, or shipment. To go into the everyday illustration of 100 winners, Instagram and Twitter users should post a “virtual celebration selfie” while using a fancy leading mismatched with pajama bottoms, as Bachelor does in the video areas.
- The brand collaboration looks to promote a new product and uses a web personality to poke enjoyable at a customer pattern that has been necessitated and sped up by the pandemic. The contest started on Dec. 11 and goes through Dec. 20, per the announcement.
Insight:
Panera and Pepsi’s joint effort to promote a meal mix of the fast-casual chain’s new flatbread pizza and drinks intends to reach a broad audience while engaging more youthful consumers on social networks. By featuring King Bach, a previous Vine star who was more than 20 million followers on Instagram and 2.5 million on Twitter, in a multichannel project that consists of numerous video areas, the brand names can drive the viewership of its sponsored posts.
The videos catch a popular cultural pattern of hosting virtual celebrations and mixed drink hours on videoconferencing services like Zoom this year. As individuals take part in the sweepstakes to win gift cards, the campaign has a greater chance of going viral on Instagram and Twitter.
Amid the rise in social network use among homebound customers, brands like Panera and Pepsi have developed campaigns using these habits to get in front of possible customers. Among the more current projects, Chipotle Mexican Grille last month hosted a top-quality hashtag challenge on the social video app TikTok. The “Chipotle Royalty” obstacle provided fans a chance to win $10,000 by proving why their favorite burrito order was the very best amongst more than 4 million possible mixes. Coors Light’s “Construct Your #Beerman” effort this month asked folks to share photos influenced by an uncomfortable snowman character the beer brand name presented in a video advertisement. The winner of the contest will have their front yard transformed into a “winter wonderland.” Diageo, Michelob Ultra, Stella Artois, and Tums likewise have run social network obstacles in recent weeks.
The concept of virtual pizza parties comes as fast-casual dining establishment chains like Panera look for ways to drive sales while many consumers avoid dining-room during the pandemic. With government authorities reinstating lockdowns on indoor dining in heavily populated areas, such as New York City and parts of California, the restaurant market has been forced to broaden assistance for takeout and delivery services. It’s not clear how the pandemic has affected Panera’s sales, considered that the company has been independently owned by JAB Holding since 2017, but it’s likely the chain has dealt with earnings pressures comparable to those of openly traded business like Chipotle.
