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Gen-Z, Millennial Media Opps: Panera Bread begins utilizing influencers to reach a younger audience (Score 32)

Sales lead: Reach out if you can help this chain reach younger consumers more effectively.

• Panera Bread (PB) has recently started experimenting with TikTok influencers.
• It believes this will help it target Gen-Zers & millennials.
• The chain will remain flexible in its paid media approach as younger consumers' habits change frequently.
• PB currently partners with TikTok influencers such as the FRDI show, Chris Olsen, Halley Kate, Rach Sullivan, and Janneh Konneh. 

PB's target demographic: Gen-Zers & millennials 

The company will likely:

• Continue experimenting with new ad channels
• Invest in additional influencer partnerships
• Seek agency partners that can help it resonate with younger consumers

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: PB spent approximately $16.9m on national TV ads YTD, more than double the $7.6m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend increased by 15% from $41.3m in 2021 to $47.7m in 2022. 
• Ad programming: It placed ads during programming such as College Basketball, NFL Football, Law & Order: Special Victims Unit, Good Morning America, and Dateline NBC.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: PB spent nearly $7.3m on digital display ads YTD, an 11% increase from $6.6m spent in this channel during the same time period of 2022. 
• YTD data: 656.3m impressions via YouTube (63%), Facebook (31%), Instagram (4%), desktop video (2%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend increased by 20% from $36.9m in 2021 to $44.3m in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitch.tv, and today.com. It placed 1% of these ads indirectly through Display & Video 360 onto sites such as espn.com, yahoo.com, theprimarymarket.com, investing.com, and ebay.com. 

Additional channel insights  

• Vivvix: PB also invests in OOH.
• Top podcasts sponsored: The Herd with Colin Cowherd.

Agency analysis:

• Opportunity: Those of you that can help PB reach Gen-Zers & millennials will have the best chance of winning some of its business. 
• Current roster:
  • Sloane & Company: PR AOR
  • Mother NY: creative & social AOR
  • Spark Foundry: media buying & planning

Insight Sources: Broadcast insights estimated by Podchaser.