Panera Bread: Sourdough Melts UGC Campaign

Introducing Panera’s new Sourdough Melts!

I directed these TikTok ads with the aim to celebrate the New Year… with New Melts! While subtly tapping into the TikTok food X fashion trends.

In terms of editorial strategy - I utilized proven techniques such as: breaking the third wall, emotional hooks, starting on eye contact and leading off with a question.

This series of 8 videos has it all: food, fashion, fun and delicious Sourdough Melts from Panera!



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