In my email today, Panera told me I could get the hottest baguette. They have a line of toasted baguette sandwiches, but that wasn’t all they meant.
The fast casual chain is running a giveaway as a promotion for their new trio of sandwiches. Guests who buy all three between February 7 and 13 will be automatically entered to win a baguette shaped bag. Based on the terms and conditions, there will be three lucky people receiving these bags, valued at $100. I deliberated if that were feasible for me get one of each — Green Goddess Caprese Melt, Pepperoni Mozzarella Melt, and the Smoky Buffalo Chicken Melt– in the given time frame. I am unashamedly a sucker for free things that require me to make purchase first, but it may be a bit excessive for me. But since you almost got me, touché Panera marketing team, touché.
I wonder if they are intentionally giving a nod to the Fendi baguette bag. And what an interesting way to promote the new sandwich. Never have I ever heard of something like this. Free shirt, yes. Hoodie, indeed. But a bag? Can you imagine this conversation?
“Where’d you get that bag? I can’t figure out what brand that is.”
“It’s from Panera.”
“Sorry, what?”
And of course, you would then have to explain how you got a purse from a restaurant.
The other thing I noted is the very limited time, encouraging people to try the sandwich early on. And it encourages people to try all of the flavors in a short time period, presumably helping them find a favorite to repurchase again. And because no entry is required or allowed, it means that you have to join their loyalty program to even be considered. And that again encourages you to join the system, perhaps getting you to come back. (And because I am paranoid I have to point out it means they also have your information for further marketing efforts.)
More importantly, this release coincides with New York Fashion week. The brand is also offering 500 bags for sale, promoting them as an it accessory to add to your wardrobe.
You can read more, by seeing the brand’s press release and potentially snag a bag here.
A Wren Says 