Panera: Your Cup is Always Full by Goodby Silverstein & Partners
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Panera is introducing a new unlimited coffee subscription.
The average American spends over $1,100 a year on coffee. That’s more than many people save for retirement. And research shows that coffee can be one of our guiltiest pleasures — we love it, but we feel awful paying too much for it.
Panera Bread, in coordination with advertising agency Goodby Silverstein & Partners (GS&P), will roll out the 'Your Cup Is Always Full' campaign to introduce a new unlimited-coffee subscription for $8.99 a month. After subscribing through the MyPanera app, consumers will be able to walk into a Panera location at any point during the day and get a fresh cup of coffee.
With demand for premium coffee at an all-time high, Panera is aiming to take the guilt trip out of the coffee run for millions of Americans.
“The Your Cup is Always full campaign is centered on the idea that coffee can be more than just a cup of hot liquid – it can be a catalyst for optimism – and we like to say that unlimited coffee could equal unlimited optimism," said Chris Hollander, senior vice-president marketing, Panera Bread.
A 30-second TV spot, directed by Craig Gillespie of production company MJZ, kicks off the campaign along with media-partner content, social, out-of-home and digital activations.
Credits
Panera
CEO: Niren Chaudhary
SVP Marketing: Chris Hollander
VP Marketing: Scott Nelson
Director, Brand Marketing: Kelli Nicholson
Senior Brand Manager: Kelsey Postal
Brand Marketing Coordinator: Tessa Rankin
Creative
Partner: Jeff Goodby
Partner: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Will Elliott
ACD/Art Director: Maria Lee
ACD/Copywriter: Justin Ralph
Production
Director of Broadcast Production: Leila Gage
Producer: Melissa Nagy
Account Services
Managing Partner: Leslie Barrett
Account Manager: Ellen Lovoy
Assistant Account Manager: Lauren Benyik
Brand and Communication Strategy
Head of Brand Strategy: Bonnie Wan
Director of Brand Strategy: Cassidy Wilber
Communication Strategy Director: Victoria Barbatelli
Brand Strategist: Ginny Rider
Business Affairs
Director of Business Affairs: Judy Ybarra
Traffic Manager / Business Affairs Coordinator: Howie Mapson
Production Company
Company name: MJZ
Director: Craig Gillespie
Director of Photography: Masanobu Takayanagi
Line Producer: Martha Davis
Executive Producer: Emma Wilcockson
Editorial Company
Company name: Spot Welders
Editor: Haines Hall
Assistant Editor: JC Nunez
Senior Producer: Jessica Davis
Executive Producer: Carolina Padilla
