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Variety's Influencer-Driven Campaign Boosts Panera's Croissant Toast Sandwich
9 Oct
Summary
- Variety partners with Panera for Met Gala-inspired marketing campaign
- Influencer Nicky Campbell creates "Get Ready With Me" video for Panera
- Campaign drives buzz and excitement for Panera's new Croissant Toast Sandwich
On October 9, 2025, Variety's Doc Dreams Live event is set to return to New York for its second year. As part of the event, Variety will host a panel discussion on "Leveraging Moments to Create Moments," which will focus on the strategy behind Variety's recent partnership with Panera Bread.
The panel will feature executives from Variety, Panera, and Digitas, as well as creator Nicky Campbell. The group will share insights on how they were able to anchor a successful, influencer-driven campaign to the Met Gala, one of fashion's biggest events of the year.
The campaign, which promoted Panera's new Croissant Toast Sandwich and limited-edition Croissant Clutch, consisted of a three-part social media video series featuring Campbell. Variety's chief operating and marketing officer, Dea Lawrence, noted that the integration of brand, marketing, and influencers was key to building a popular, well-thought-out campaign that resonated with audiences.
The panel will discuss how brands can leverage cultural tentpoles to create moments that extend far beyond the event itself. They will also share strategies for combining brands with new sectors through innovative thinking and engaging influencers in dynamic, culturally relevant ways.
