Campaign: Panera’s Top Teachers
Company: Panera Bread (CO and OH)
Nonprofit Partner: Student-Nominated Teachers/Schools
Launch Date: April 6, 2012
Panera Bread is holding a cause marketing video contest called Panera’s Top Teachers for teachers in Colorado and SW Ohio. Students are encouraged to submit a one-minute video and essay explaining why their teacher deserves to win one of three grand prizes. The winners and their nominators will be announced during Teacher Appreciation Week, May 7-11, 2012 and will each receive a new tablet. Additionally, the winning teachers’ schools will receive a $1,000 grant, and the teachers will receive a $100 Panera Bread gift card and a bagel breakfast for their entire classroom. Every student who enters will receive a coupon for a free baked bagel valid during Teacher Appreciation Week and teachers who visit the campaign site and enter their information will also receive a coupon for a free bagel and coffee, also valid during Teacher Appreciation Week.
This regionalized cause campaign leverages Panera’s local community roots into high quality human-interest content in the form of student/parent-produced video. Panera is smart to reward student entries with something as simple as a coupon for a free bagel and smart to reach out to all local teachers with the offer of a free bagel and coffee during Teacher Appreciation Week.