Who created the "Get Ready With Me" video for the Panera campaign?

Nicky Campbell, the creator, was involved in the Panera campaign and created a "Get Ready With Me" style video as part of the three-part social media video series.

How did the Variety-Panera campaign leverage cultural events?

The campaign was tied to the Met Gala, one of fashion's biggest events of the year, in order to anchor the brand collaboration and create moments that resonated beyond the event itself.

Home / Business and Economy / Variety's Influencer-Driven Campaign Boosts Panera's Croissant Toast Sandwich

Variety's Influencer-Driven Campaign Boosts Panera's Croissant Toast Sandwich

Q: What was the focus of Variety's partnership with Panera Bread?

The partnership focused on promoting Panera's new Croissant Toast Sandwich and limited-edition Croissant Clutch through an influencer-driven campaign tied to the Met Gala.

9 Oct

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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

Variety's Influencer-Driven Campaign Boosts Panera's 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.

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