Executives from Variety, Panera and Digitas, plus creator Nicky Campbell will take the Advertising Week stage on Oct. 9 for the “Leveraging Moments to Create Moments” panel. The group will share the strategy behind Variety’s partnership with Panera, as the two worked to create an organic, influencer-driven campaign promoting the restaurant chain’s new Croissant Toast Sandwich and limited-edition Croissant Clutch. The campaign was tied to fashion’s biggest night of the year: the Met Gala, which was held in May.
Speakers include Dea Lawrence, chief operating and marketing officer for Variety; Amy Lanzi, CEO of Digitas North America; Nicky Campbell, creator; and Beth Ringer, vice president of media strategy at Panera Bread.
The effort consisted of a three-part social-first video campaign along with alignment to Variety’s red carpet coverage of the night. The campaign demonstrates how brands can anchor themselves to cultural tentpoles to create moments that resonate far beyond the night itself.
Variety’s Panera partnership featured a Get Ready With Me style video from Nicky Campbell. “The integration of brand, marketing, and influencers is key to building a popular, well-thought-out campaign,” said Lawrence. “Our collaboration was a seamless fit, driving buzz and excitement for Panera’s new Croissant Toast Sandwich and clutch bag in an organic way.”
The panelists will share insights on how to harness hallmark moments for brand recognition, as well as how to combine brands with new sectors through innovative thinking and engage influencers in dynamic, culturally relevant ways. The conversation will take place on the Marketplace stage at 12:30 pm.