Panera has always been a go-to for casual dining, with an expansive menu that everyone can find a favorite. But their marketing always centered around single items, never embracing the special connection that customers had with their food.  We launched “Panera Favorites,” a 360-campaign created by our fans. By prompting users to share their favorite dishes, we customized every medium, whether TV or online, to celebrate our fans and the love they have for our food.