Variety, Panera, Digitas and Nicky Campbell to Participate in Advertising Week Panel
Key Takeaways
- A panel featuring Variety, Panera, and Digitas executives, plus creator Nicky Campbell, will speak at Advertising Week on October 9th.
- The discussion centers on their successful, organic, influencer-driven campaign promoting Panera's new Croissant Toast Sandwich and Croissant Clutch.
- The campaign strategically leveraged the cultural tentpole of the Met Gala through social video content and red carpet alignment.
- Key speakers include Dea Lawrence (Variety), Amy Lanzi (Digitas), Nicky Campbell (creator), and Beth Ringer (Panera Bread).
- Panelists will share insights on integrating brand, marketing, and influencers to create resonant cultural moments.
Executives from Variety, Panera, and Digitas, along with creator Nicky Campbell, are scheduled to present a panel titled “Leveraging Moments to Create Moments” at Advertising Week on October 9th. The discussion will focus on the successful strategy behind Variety’s partnership with Panera to promote the restaurant chain’s new Croissant Toast Sandwich and a limited-edition Croissant Clutch. This organic, influencer-driven campaign was strategically linked to the Met Gala, featuring a 'Get Ready With Me' style video from Nicky Campbell and integration with Variety’s red carpet coverage. Panelists, including Dea Lawrence of Variety and Amy Lanzi of Digitas, will elaborate on how brands can successfully anchor themselves to major cultural events to generate lasting resonance. The core message emphasizes that seamless integration of brand, marketing, and influencers is crucial for creating well-thought-out, buzz-generating campaigns. The session promises to share actionable insights on harnessing hallmark moments and engaging influencers in culturally relevant ways.
