Pink Ribbon Bagel Day Campaign

Intro: Panera Bread is a US-based bakery chain which recently broke into the Canadian market. Every October, in honour of Breast Cancer Awareness month, Panera Bread reshapes their cherry-vanilla bagel into a ribbon. A percentage of proceeds from these Pink Ribbon Bagel sales goes to local breast cancer organizations.

The brief: As Panera continues to expand in the Canadian market, the company wanted to create awareness for its Pink Ribbon Bagel program, with the goal of reflecting the brand’s identity as a charitable community partner. Panera engaged Kaiser Lachance Communications to help with this campaign.

The outcome: Utilizing best practices from the U.S. and leveraging the Canadian marketing strategy, KLC was able to identify opportunities to boost participation in this great initiative. First, KLC identified a local breast-cancer organization that not only resonated with Panera’s target audience, but was also eager to partner with the brand through this campaign. Rethink Breast Cancer was chosen as the new beneficiary of the Canadian proceeds. At program launch, KLC ran an extensive media relations campaign, targeting major lifestyle and business media, as well as regional outlets across Ontario with participating Panera locations. The program secured a large amount of coverage, and an ongoing project mandate with the company.