I assisted the MyPanera team in the content of this loyalty club welcome series, both strategy and creative. When a customer joins the MyPanera loyalty club, they receive a reward, which triggers an email communication. This series is an attempt to continue the storytelling beyond just the reward, highlighting all of the rewarding aspects of Panera as a brand. Customers are focused upon rewards, but the series attempts to broaden the concept for what benefits Panera can deliver to the customer.