Panera Bread "Broccoli Cheddar Soup Trailer"

"The Broccoli Cheddar Soup Trailer"

When Panera wanted to unveil a new recipe for their most beloved product, we knew we had to use their fanatical Broccoli Cheddar fan base to make the launch huge.

So, we shot an epic movie trailer about the soup’s creation to coincide with the release. Just like most trailers, it had rave reviews from its critics. Unlike most trailers, our reviews came from people on Twitter, and they were added to the trailer in real time.

Each tweet unlocked more footage, which got weirder and weirder as time went on. So many people tweeted that our soup “trailer” ended up being over half an hour long (try scrubbing through to see some of what we shot). The video here can show a little more about how it worked.

Here are a few of our favorite reviews: