Panera Bread was looking for a new way to reach corporations who purchase gift cards in bulk. The piece needed to stand out to feel different while still incorporating the brand’s familiar traits.
Elysium Marketing Group created an oversized direct mailer that’s a replica of Panera’s current gift card. The mailer opened with a list of the benefits of purchasing for employees, and a Panera gift card to drive the recipient into Panera to remember why they love the brand. They targeted Human Resource and Sales Managers across the country and saw an increase in business gift card sales that year.