Panera Grain Bowl Launch

Healthy food is boring, and grain bowls are dry and bland. That’s the unfortunate perception Panera sought to overcome when launching their two new warm (and fabulously delicious) grain bowls. So, MKTG was tasked with creating a launch moment that would capture the attention of media and influencers, immerse them in the “FULL of GOOD” story in a fun and unexpected way and surprise the world with how exciting grain bowls and Panera can be. So how do you excite media with something perceived as boring? MKTG took over the iconic Bowlmor Bowling Alley in Times Square, transforming the venue into an energetic, immersive, and “grammable” space designed to give national media and influencers a hearty taste of “How Panera Bowls!” From custom bowling balls, pins, bowl inspired cocktails, ingredient inspired décor, immersive tasting experience and tons of Insta-worthy photo ops…this wasn't a normal bowling event. We went beyond simple fun with innovative edutainment featuring a multi-sensory tasting experience presented with stunning stop-motion content projection-mapped onto dining tables, mesmerizing guests in the “FULL of GOOD” story. We had an impressive turnout of 62 journalists and influencers plus over 200 MyPanera superfans whom gave the bowls rave reviews and shot heaps of content for their social channels. The Grain Bowl launch has garnered 469 placements across online media outlets, earned and paid social as well as wire pickup, totaling 105MM impressions and counting.