Trending PR Campaigns
Panera’s Snowman Cup Giveaway
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.
Coverage over time
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