The Land Of Clean
- Brand
- Panera Bread
- Year
- 2016
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- Web
- Agency
- Resn
- With
- Anomaly
Objective
Panera had pledged to strip artificial preservatives, sweeteners, colors and flavors from its menu by the end of 2016, and needed a way to make that abstract "No No List" promise feel concrete and personal to customers. The game let the brand turn a policy commitment into something a visitor could act out themselves, while also pulling players into the MyPanera loyalty program for an in-store visit.
Solution
The player opens the game on desktop or touch and lands in one of three lush, photoreal food landscapes — a bread-baguette waterfall, a farm valley, a cheese-built town square — assembled from real food and shot by a food photographer. Scanning each scene, the player taps to spot and remove hidden "No-Nos," cartoonish stand-ins for artificial additives lurking in the otherwise all-natural terrain. Clearing a scene of its hidden No-Nos completes it, and finishing all three ends the session with a coupon for a salad, redeemable through the player's MyPanera loyalty account.
- 1
The player opens paneralandofclean.com and enters a fantasy world built entirely from real food, presented as three detailed, animated landscapes to explore and clean up by chasing out intruding "No-Nos."
- 2
Each landscape recreates a different setting from food: Baguette Falls (waterfalls and cliffs made of bread and baguettes), Crisp Valley Farm, and Parmesan Square (a plaza and buildings built from cheese).
- 3
Within a scene, the player scans the landscape to spot "No-Nos" — artificial additives from Panera's blacklist (preservatives, sweeteners, colorings, flavorings) depicted as grime fouling the clean food.
- 4
Spotting a No-No, the player clicks or taps it to destroy and banish it from the scene.
- 5
A scene is cleared once all 5 of its hidden No-Nos are found, and the player repeats this hunt across all three locations to remove 15 No-Nos in total.
- 6
Completing all three scenes unlocks a reward: a $3 coupon toward any salad, loaded automatically into the player's MyRewards section of their Panera account.
- 7
The coupon is redeemed offline on a later visit by presenting a MyPanera card or phone number, and it expires two weeks after being earned.
