Franco Public Relations Group (Franco) received a Detroit Renaissance Award of Honor from the International Association of Business Communicators (IABC) for its social media efforts on behalf of Panera Bread’s Day-End “Doughnation” program.
Franco’s Jim Miller, account manager, and Joe Ferlito, account executive, created a video about the Panera program to share with the WXYZ-TV #backchannel hashtag on Twitter. Franco tweeted Stephen Clark, WXYZ anchor and #backchannel producer, and worked with him to reproduce the video for a WXYZ news segment that aired during the “Detroit 20/20” program.
"I get pitched a lot of stories and a huge percentage of them go unnoticed," said Clark. "But when Joe of Franco PR hit me up on twitter with the idea for a story on Panera Bread donating the daily leftovers to the homeless and hungry I was all over it.”
The Day-End Doughnation program donates unsold bakery products to local food banks and charities at the end of each day. Annually, Panera Bread bakery-cafes collectively donate a retail value of more than $50 million worth of bread and baked goods.
“Panera is very passionate about the Day-End Doughnation program; it is a core ingredient of what makes Panera a neighborhood bakery-cafe. We believe in giving back to the community and do this every evening by donating our leftover baked goods to non-profit organizations,” said Kirsten Collins, marketing manager for Panera Bread. “Franco was able to capture our passion and deliver information about our program in their backchannel pitch through video and interviews conducted with our Panera team members.”
Established in 1964 in Detroit, Franco is Michigan’s oldest independent public relations firm. Its services include traditional and social media relations, crisis management, community relations, event planning and branding. Franco represents clients in manufacturing, retail, technology, nonprofit, professional services, entertainment and health care.
For more information, visit www.franco.com.