Panera Favorites | Spring 2014
Panera celebrates its favorite and most talked about menu items with social media-inspired photography and copy. Photos suggest real Panera settings and have Instagram-like filters, while hashtags encourage customers to share their #panerafave or #mypick2 with friends.
The artful compositions and the use of people and casual propping give the images a personal feel. The in-store campaign ties in with Panera’s expanding social outreach and invites Panera fans to talk about the favorites that keep them coming back.
At Willoughby Design, I worked with a team to concept the campaign, art direct the photoshoot & design final production files.
Sidenote: This photoshoot coincides with my debut as an international hand model. (I got a manicure before flying to Boston for the shoot, so my hands worked their way into a few shots.) :)
Client: Panera Bread
Designed at: Willoughby Design
Art Directors: Megan Stephens & Zack Shubkagel
Designers: Cat Coquillette, Kevin Garrison, Jessica Carpenter
Copywriter: Lisa Correu
Photographer: Francine Zaslow