Mobilize Facebook fans to activate Panera Bread’s brand.
Panera has a two-part mission: Make fast-casual, authentic food and help end food insecurity in America. 1 out of 6 americans don’t know where their next meal is coming from. Our Food Chain Reaction app on Facebook urges fans to start “Circles of Good” to spread the shocking news of hunger in America. For every circle created, Panera donates a bowl of its nutritious black bean soup. After just three months, hundreds of thousands of fans participated in the campaign, which was also supported with TV, radio, national print, digital video and display ads. The campaign was in association with Feeding America.