Client: Panera
Date: Mar 2020
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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