Panera launch Refreshingly Loyal campaign
Alongside its new Refreshingly Loyal campaign starring Keke Palmer, Panera is celebrating the MyPanera refresh by rewarding new and existing members.
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Panera Bread unveiled the evolution of its MyPanera rewards program, a refreshingly loyal experience designed to give members more rewards, more choice and more value.
MyPanera now offers a points-based rewards system that makes earning and redeeming rewards for free Panera items faster and easier than ever. As Panera continues to execute against its RISE transformation strategy, the new MyPanera program is designed to elevate the loyalty experience for more than 70 million MyPanera members with more ways to earn, choose and enjoy the Panera favourites they love.
To mark the launch of the new MyPanera program, Panera is partnering with Keke Palmer for Refreshingly Loyal, a campaign that sees Palmer doing what she does best: taking the internet's favourite talking points and turning them into the punchline. With her trademark humor, she playfully reframes the conversation around "loyalty,” showing just how refreshing, and rewarding, it feels (and tastes) when you find something that actually gives back - before revealing that the loyal “relationship” she’s talking about is actually MyPanera.
Credits
powered by- Talent Keke Palmer
"When you want to capture the feeling of getting the rewards you deserve, you tap a universally beloved icon who knows her worth," said Kendra Dembro, Vice President of Brand Marketing, Panera Bread. "Keke is a true Panera fan who definitely knows a thing or two about loyalty. Bringing her on set to channel that 'treat yourself' energy for this campaign just made sense. We needed someone iconic to kick off the new and improved MyPanera, and she completely delivered."
Sandra Jurado, Creative Director at 72andSunny New York, added: “I think we can all agree that Keke Palmer deserves the best from every relationship, and if her love language is loyalty and little treats, then that's what MyPanera will give her.”
ArtClass directorPaul Scheer built this spot as a two-part scroll-stopper: a faux-podcast interview where Keke Palmer appears to be discussing a new partner, before a mid-scene reveal that she’s actually gushing to a Panera employee on their break about the fast casual chain’s tropical mango pineapple energy refresher exclusive to Panera Rewards members.
Scheer said: “Everyone loves Keke, she’s charming, funny, and her personal life has become a genuine internet sport. The premise works because everyone wants the tea about who she’s seeing. That parasocial curiosity makes the hook work. We had to strike the right tone to make that reveal work: too broad and it won’t land as a surprise, too dry and it doesn’t read funny at all. I spent my career finding where that line is, and so has Keke. Everyone was in on the joke, and we had a great time landing it together.”
