Executives from Variety , Panera and Digitas, plus creator Nicky Campbell will take the Advertising Week stage on Oct. 9 for the “Leveraging Moments to Create Moments” panel. The group will share the strategy behind Variety’s partnership with Panera, as the two worked to create an organic, influencer-driven campaign promoting the restaurant chain’s new Croissant Toast Sandwich and limited-edition Croissant Clutch. The campaign was tied to fashion’s biggest night of the year: the Met Gala, which was held in May.

Speakers include Dea Lawrence, chief operating and marketing officer for Variety ; Amy Lanzi, CEO of Digitas North America; Nicky Campbell, creator; and Beth Ringer, vice president of media strategy at Panera Bread.

The effort consisted of a three-part social-first video

See Full Page