Panera Bread Gives Back

director: Dave Miller

Agency: Mother New York, Client: PANERA BREAD

Panera Bread, a leading bakery-café chain in the United States, embarked on a creative journey with Director Dave Miller and Food Hall to produce a digital advertising campaign that captures the essence and life cycle of their beloved bread. This collaboration between Panera Bread and the production team, showcasing their efforts to create captivating content that highlights the brand's values and commitment to fighting food insecurity.

They wanted to convey the idea that their bread embodies life and plays a significant role in nourishing and bringing joy to people's lives. Their goal was to create an emotional connection with viewers and promote their commitment to addressing food insecurity by donating unsold goods. The narrative highlighted Panera Bread's donation of approximately $100 million dollars' worth of unsold baked goods annually, reinforcing their dedication to giving back to the community.

Director Dave Miller and the Food Hall team took on the challenge of capturing the essence of Panera Bread's bread and its life cycle. They carefully planned each aspect of the production, focusing on three key elements: artistic storytelling, showcasing the bread's freshness and quality, and emphasizing Panera Bread's commitment to combating food insecurity.

The success of the campaign led the client to extend its reach and utilize it as a TV commercial.