- Nothing says falls like the Gilmore Girls and Panera Bread has launched a new digital campaign starring former stars from the show Jared Padalecki and Matt Czuchry (aka Rory’s boyfriends) to tap into this connection.
- In the ad, Padalecki and Czuchry are in deep conversation in what seems to be Rory’s taste in boyfriends, but it turns out to be soup.
- The QSR brand worked with 72andSunny on the campaign.
Panera is playing into the show’s fall vibes and deep banter over coffee and food to highlight its own fall favorite menu items like Black Bean Soup, Fireside Chili and endless coffee refills.
“Fall is one of our favorite seasons at Panera, when we get to spotlight warm, comforting classics alongside fresh, seasonal flavors,” said Mark Shambura, chief marketing officer, Panera Bread, in a statement. “This year, we’re celebrating not just with the return of guest-favorite soups, but also with playful content that personifies them in a way fans will instantly recognize. It’s all about delivering the cozy, craveable flavors our guests love – and yes, that includes the long-awaited return of Black Bean Soup.”
Sandra Jurado and Amy Finn-Welch, Creative Directors at 72andSunny, shared that their goal is to create work that fans want to watch.
“Since we’re Panera fans, it usually comes down to asking ourselves, ‘What would you want to watch?’ In this case, the answer was: two grown men intensely debate the merits of soup,” they added.
