Our food system is at a tipping point - transparency and sustainability in the food industry are championed by a few players, but on their own they cannot fix an evergrowing problem. It will take an army of heroes, big and small, to make lasting change.
Panera sought to educate people about what they’re eating and recruit them to help in the company’s mission to change the future of food for the better. But, making food policy issues both entertaining and accessible is no easy task. To ensure real progress, we needed to create a platform that would be culturally relevant and engaging, with multiple touch points to achieve internet saliency.
Enter Food Interrupted, a digitally led, integrated content platform inclusive of editorial distribution, talent channels, Panera’s brand channels, in-cafe offerings, television interstitials, influencers, partnerships and PR to reach a wide audience and drive cultural impact.
The series, distributed on Facebook Watch by Huffington Post and on YouTube by Participant Media’s SoulPancake, brings leaders in the food world together with everyday heroes at the front lines of issues. We used social to recruit new converts to the good food movement, with each episode driving conversation through platform-specific activations that prompted fans to take action and commit to a new food behavior.
25MM+ EPISODE VIEWS
50MM+ FOLLOWER REACH
317MM+ EARNED IMPRESSIONS
162K+ BRAND MENTIONS
56% LIFT IN BRAND FAVORABILITY
Daytime Emmy Award Nomination for Short Format Daytime Programming in the Special Class category
Agency: ACE Content
Role: Agency Producer