Panera Land Of Clean

Objective

Panera Bread launched an interactive experience to drive engagement with its '100% Clean' initiative, a commitment to remove all artificial preservatives, sweeteners, colors, and flavors from its menu by end of 2016. The playable marketing game was designed to reinforce the brand's positioning around clean, natural ingredients and reach health-conscious consumers seeking transparency from quick-service restaurants.

Solution

Land of Clean is an interactive web game where players explore three intricately modeled and animated foodscapes (including locations like Baguette Falls and Parmesan Square) to hunt for 'No-Nos'—artificial ingredients personified as elements polluting the otherwise pristine food worlds. Players click and interact with the environments to find molecules of unhealthy additives; collecting 15 unlocks a promotional coupon. Built with jQuery, GSAP, Backbone.js, PixiJS, and Hammer.JS for smooth animation and touch interactions, the game was hosted at paneralandofclean.com as part of a broader campaign that included TV commercials, billboards, and in-store activations across ~2,000 Panera locations.

Results

The Panera Land of Clean site won Awwwards Site of the Day on August 18, 2016, with an overall score of 7.86/10, receiving scores of 8.27/10 for usability, 7.85/10 for creativity, and 7.85/10 for content.