Pumpkin National Launch
Panera Bread, August 2026
Panera is rolling out Pumpkin drinks and baked goods nationwide for fall. We leaned into cozy fall vibes, showing people savoring pumpkin items outdoors on a crisp, golden day, while keeping the energy high with lively POVs and confident, conversational copy.
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Creative Direction
Photo Direction
POP Design
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Casey Jones, Art Direction
Rachna Chari, Art Direction
Mairead Machesky, Copy Direction
Gentl & Hyers, photography
Creative Concepts
Approach 1: Fall Picnic
This highlights the cozy joy of enjoying Panera's Pumpkin outdoors on a beautiful fall day. The outdoor setting suited lively POVs, so we chose this approach.
Approach 2: Pumpkin Party
Warm orange and golden fall tones with rich textures, playful yet elevated.
Approach 2: Pumpkin Drama
Bold orange washes, pumpkins as props, heroic POVs, macro food shots.
