Panera is giving its value menu a creator-driven boost with a new campaign from 72andSunny New York starring Jake Shane, known for his celebrity podcast Therapuss with Jake Shane.
The campaign promotes Panera’s recently launched Mix & Match menu and introduces the brand’s new Salad Stuffers, with Shane bringing his signature high-energy, comedy-driven, internet-native humor to the work.
As part of the campaign, Shane curated his own “Pass That Panera” meal, featuring three of his go-to selections from the menu: the new Chicken Caesar Salad Stuffer, Chicken Fuji Apple Salad and Homestyle Chicken Noodle Soup.
The films lean into Shane’s oversized enthusiasm, treating the menu news like a major cultural moment. The result is a playful campaign that bridges creator comedy, food marketing and a mockumentary-style approach designed to feel more like entertainment than traditional QSR advertising. Watch below:
“Panera’s Mix & Match Menu now features the new Salad Stuffers, and we had to find the right person to help us announce the news,” said Geno Burmester, group creative director at 72andSunny New York. “Jake Shane brings his signature magnetic energy to the campaign, making sure everyone knows this is a really big, huge deal.”
The campaign was directed by former Saturday Night Live director Paul Briganti, who also appears in some of the videos. His comedy background helps shape the work’s behind-the-scenes mockumentary tone, giving the spots a deliberately self-aware feel.
“And it was also great collaborating with former SNL director, Paul Briganti, to create a fun, tongue-in-cheek behind-the-scenes mockumentary of the making of the campaign — delivered in a way only Jake Shane could,” Burmester added.
The campaign arrives as more restaurant brands lean into creator partnerships that go beyond simple endorsements. Rather than placing Shane around the product, Panera and 72andSunny build the creative around his persona, letting his comic rhythm and fan appeal drive the announcement.
For Panera, the work gives the Mix & Match menu a stronger social-first personality while spotlighting value, variety and customization through a creator already fluent in turning everyday moments into shareable entertainment.
With Shane in his element and Salad Stuffers entering the chat, Panera is betting that lunch decisions can feel a little more dramatic. And a lot more fun.
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