CHǓYǏNG
REBECCA CHEN
Rebecca Chen is a Copywriter
Crafting wordstrings @ Translation
Previously @ Mother New York
Work
Translations
Art
About
CHǓYǏNG
Rebecca Chen is a Copywriter
Crafting wordstrings @ Translation
Previously @ Mother New York
Work
Translations
Art
About
The Paneraissance
SPECClient: Panera
AD: Tenneh Sandimanie + Bugs Rodriguez
CW: Rebecca Chen + Lily Graham
Gen Z finds comfort in a style that embodies the hopeful optimism of the late 90s and early 2000s. To some, it’s called Global Village Coffeehouse, but to us and a lot of other people, it’s Panera. And with it on the cusp of revival, Panera is in a unique position where by being ourselves, we are exactly what Gen Z is looking for.
Let’s embrace Gen Z’s rediscovery of the world Panera never really left, and usher in… The Paneraissance.
FAMILIAR FAVORITES
“A Delicious Time Capsule: Panera’s New Familiar Favorites Meal Proves That Gen-Z is Hungry for Nostalgia”
We’ll give Gen Z a taste of the past by bringing back discontinued Panera menu items for a limited time in exclusive Paneraissance packaging.
Featured in two meal sets are the most requested items to make a comeback:The Coronado Carnitas Panini & Frosted Brownie and the Butternut Squash Ravioli & Red Velvet Crinkle Cookies
At the end of the meals’ month-long run, patrons can vote on which item to bring back... permanently.
Panera Threads
Slowing down… trend cycles
Gen Z loves a good vintage tee. So, instead of releasing a line of GVC-inspired tees, we’ll give them the real thing.
Let’s challenge popular upcyclers and sewing influencers to thrift GVC pieces and flip them into something completely new, while retaining that GVC element. After tees have been flipped, we’ll give them away on Panera’s Instagram!
Gen Z loves a good vintage tee. So, instead of releasing a line of GVC-inspired tees, we’ll give them the real thing.
Let’s challenge popular upcyclers and sewing influencers to thrift GVC pieces and flip them into something completely new, while retaining that GVC element. After tees have been flipped, we’ll give them away on Panera’s Instagram!
Rick Steve’s Panera
Dinner and a comfort showEveryone has a show they turn to for comfort. Gen Z often looks to wholesome shows of the 2000s, circulating clips of shows like Barefoot Contessa and Rick Steves’ Europe on Tiktok.
Let’s create more comfort content for Gen Z by bringing back another familiar favorite, Rick Steves.
We’ll produce a TikTok travel show, filmed in the style of Rick Steves’ Europe, where he travels to various Paneras across the country to highlight the many charming and distinctive towns Panera calls home.
Paneracana
An art movement
It’s not a true Paneraissance if we didn’t talk about art. Panera isn’t known just for its iconic bread bowls, but also the art decorating their walls. And despite each location having a unique collection of artwork, every piece falls under the Panera genre.
Let’s celebrate “Paneracana” by inviting local artists to create their own Panera art to display in Paneras. To add onto that local coffee shop vibe, Panera goers can even purchase the art straight off the walls!
It’s not a true Paneraissance if we didn’t talk about art. Panera isn’t known just for its iconic bread bowls, but also the art decorating their walls. And despite each location having a unique collection of artwork, every piece falls under the Panera genre.
Let’s celebrate “Paneracana” by inviting local artists to create their own Panera art to display in Paneras. To add onto that local coffee shop vibe, Panera goers can even purchase the art straight off the walls!
Panera Groove
The delight of soundThe Paneraissance has a sound, too, and Gen Z’s nostalgia for the 90s/2000s has led to a surge in CD sales.
That’s why we’ll produce an exclusive CD of Gen Z’s favorite artists performing jazz fusion, adult contemporary, and what used to be called “world music” and sell it exclusively at Paneras.
To build buzz, we’ll send the CD to popular music critics like Anthony Fantano for their honest assessment.