Case Study: Panera Bread achieves rapid awareness for its Rapid Pick‑Up program with Facebook

Panera Bread - Customer Case Study

Panera Bread, a bakery-café chain with more than 2,000 North American locations known for freshly baked goods, sought to boost awareness and consideration for its Rapid Pick‑Up program, which lets customers order and pay online then quickly collect meals in-store.

Panera ran a two‑month Facebook and Instagram video campaign—created with agencies Anomaly and Maxus—that supplemented TV ads, used core targeting (Page fans, parents, health‑minded consumers and competitor followers), and measured impact with a brand lift study. The campaign reached 10 million people and 8 million video views, driving a 14‑point lift in ad recall, a 12‑point lift in Rapid Pick‑Up awareness, and a 6‑point lift in consideration intent.

Panera Bread

Chris Hollander

Marketing Senior VP