In recent years, Panera saw a decline in brand relevance and emotional connection with Gen Z and Millennials. Our recent research showed that these audiences value brands who show up authentically in the moments that matter most to them—not just to show off. In a landscape of fast-moving trends and influencer-driven content, Panera set out to rekindle brand love and relevance with Gen Z and Millennial audiences by tapping into a major cultural moment that these groups cared about.
After digging into audience data, we found a compelling overlap: 30% of Panera’s audience was highly likely to be romance and drama movie enthusiasts, as well as romance readers. We also found that 30% are highly likely to be Amazon Prime members.
With the premiere of “The Summer I Turned Pretty”—Amazon Prime’s #1 show with a weekly viewership of 25M—on the horizon, Panera saw a unique opportunity: instead of forcing a new trend, Panera chose to authentically join a conversation that Gen Z and Millennials were already obsessing over.
Rather than following a traditional influencer playbook, Panera flipped the script by making the talent partnership the heart of a culturally relevant creative idea. Panera chose Chris Briney—the breakout star of “The Summer I Turned Pretty”—whose relatable persona as an on-screen heartthrob and 4.9 million Instagram followers made him the ideal face for the campaign.
The idea: inspired by the show’s iconic love triangle between Belly, Jeremiah, and Conrad, Chris Briney would face the impossible decision to choose among his beloved Panera soups, salads, and sandwiches for the perfect “You Pick 2” menu combo.
Panera, in close collaboration with Chris Briney and agency partners, developed a playful, story-driven video that brought the “You Pick 2” menu to life. The video launched strategically the day after a major episode aired, capitalizing on peak online engagements with a joint Instagram collaboration post between Chris and Panera, maximizing crossover reach between both audiences. Paid social media extended reach on Instagram, Facebook, and TikTok, while targeted streaming sponsorships and earned media drove omnichannel presence during this critical cultural window.
The campaign’s consumer journey was seamless: fans engaged instantly on their preferred platforms, watched the content across touchpoints, and saw Panera embedded authentically within a moment they cared about. This execution pushed Panera into never-before explored territory, setting benchmarks for talent-led branded content that leverages both organic fandom and paid amplification for a truly networked experience across the brand ecosystem.
Rooted in choice and connection, the content blended Panera’s brand values with Chris’s charm and appeal, ensuring it resonated with both his fans and Panera’s audience. By precisely tapping into this cultural moment at its height, Panera won over the attention of Gen Z and Millennials by delivering authentic and relatable content during a beloved cultural moment.
In an era where celebrity endorsements often encounter skepticism, Panera’s influencer campaign delivered engagement and cultural resonance with a blend of humor and authenticity well above previous talent partnerships.
This authentic connection with culture-forward audiences significantly boosted brand visibility and consumer interaction, underscoring the campaign’s success. By exceeding every key metric—from record-breaking engagement among our target audience to widespread cultural buzz—Panera reestablished itself as a relevant part of Gen Z and Millennial conversations online.
