Celebrating the Seasons
CONCEPTING • ART DIRECTION • PHOTOSHOOTS • COPYWRITING • ILLUSTRATION
Willoughby began working with Panera Bread in the winter of 2011 to develop the in-store summer promotional campaign for 2012 and for five more years we worked closely together with Panera’s marketing team as well as their AOR, Anomaly, to create tasty and tasteful marketing that increased customer loyalty and attracted legions of new fans. Six unique in-store campaigns per year meant constant attention to trends in fast-casual dining, the yummiest food photography and evocative design.
We planned the look-and-feel for winter, spring, summer and fall to accentuate returning favorites and introduce new menu items.
The New Year Celebration was created for consumers who wanted to make healthier eating choices after the indulgences of the Holiday season.
We created the overall design and messaging for all promotional items within the Bakery-Cafés including packaging and signage as well as managed all photography on set to ensure accuracy and craveability.
We worked in tandem with our Panera partners to introduce new products into each Celebration.
Winter and spring feature a healthy mix of soups and healthy new offerings, including Pasta and Broth Bowls.
VIEW THE SLIDESHOW BELOW OF SPRING CAMPAIGNS FROM PAST YEARS
Summer marks the return of seasonal favorites like the Strawberry Poppyseed & Chicken Salad.
This 2014 summer in-store campaign evokes the art of Panera’s seasonal menu items through compositions that blend hand-done painting and photography. The food itself is placed on an artist’s canvas and interacts with brightly colored watercolors to highlight key ingredients.
We’re very fortunate to have several designers who are also gifted illustrators. This lets us stretch our creative muscle and introduce a little whimsy.
VIEW THE SLIDESHOW BELOW OF SUMMER CAMPAIGNS FROM PAST YEARS
Late-summer campaigns rejuvenate the in-store environment for the second half of the season.
The design strategy aligned with Panera’s objective to drive sales of their summertime favorites and new menu additions through beautiful, artful imagery.
We employed a minimalized approach to photography and design elements to emphasize and elevate each featured food items. We believe the resulting in-store elements bring Panera’s summer offerings into a fresh light and will generate renewed interest throughout the remainder of the summer season.
VIEW THE SLIDESHOW BELOW OF LATE SUMMER CAMPAIGNS FROM PAST YEARS
Panera celebrates the arrival of autumn with rich glowing hues, textured surfaces and lush fall flavors.
Fall in-store campaigns feature returning Panera favorites and integrates new menu items.
We accentuated the seasonal flavors by framing the food with ingredients, such as the curl of an apple or the zest of an orange. Hand-painted illustrations of crisp, copper leaves add a warm touch of fall.