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Top 3 Campaign November 2026
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Top 3 Campaign
All Sectors · November 2026

Panera’s Snowman Cup Giveaway

PR Campaign
Thursday 5th November, 2026

Panera introduced limited-edition glass Snowman Cups in two mystery-box designs, offering them free with a qualifying purchase at participating cafes for one day, with just 12 cups at each location. The scarcity and surprise of the designs give the holiday giveaway a collectible hook, alongside a limited online sale and new seasonal menu items.

Why it worked: Engineered scarcity plus a one-day, mystery-box reveal created urgency and a collectible angle journalists knew would spark lines and resale buzz.

The lesson: Consider a 24-hour, ultra-limited mystery drop tied to a routine purchase to trigger urgency, FOMO, and easy headline math.

Panera Bread
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What is this?

Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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