McDonald’s has a hit on its hands with its limited-time Travis Scott meal—the rapper, a fan of the chain, is promoting a Quarter Pounder with Bacon meal that’s so “lit” it’s selling out in some locations. Now, another chain, Panera Bread, is feeling the love of another real celebrity fan—crooner Michael Bolton.
In a new campaign from Goodby Silverstein & Partners, the singer has reworked the lyrics to his 1991 hit “When a Man Loves a Woman." It's now become “When Some Mac Loves Broccoli Cheddar.” (Yes, really.)
The premise of the online video is that the newly-installed Panera head chef, Claes Petersson, is preparing for his first big product launch since joining the chain. Petersson explains the two things needed for a successful product debut: first, amazing ingredients, and secondly, Michael Bolton.
Petersson, who joined Panera in June as chief food innovation officer, works the soundboard for Bolton in a new video.
“When some mac loves broccoli cheddar, can’t keep your mouth on nothin’ else,” Bolton sings. “Two classic loves swirled into one.”
The product is a mashup of two of Panera’s hottest sellers, its broccoli cheddar soup and its mac and cheese. Panera describes it as two cheddar cheese sauces combined “into a singular velvety blend, simmered with a burst of seasoned broccoli florets and julienned carrots.”
But Bolton boils it down to its essence:
“Yes it’s soup on tender pasta,” Bolton sings. “It can do no wrong.”
“Bolton contacted us,” Will Elliott, a creative director at Goodby Silverstein & Partners explained in a statement. “He genuinely is a huge fan of Panera.”
The video was filmed in Bolton’s own studio, music room and by his pool.
“We felt so passionately about the flavor combination that the love song almost wrote itself, and who better to help us announce to the world than love song legend and Panera superfan, Michael Bolton," Eduardo Luz, who joined Panera this year as chief brand & concept officer, added in the statement.
Bolton isn’t the first celebrity to promote Panera this year. In January, the chain enlisted Phyllis from “The Office” to ease the apparent distress of fans over the absence of the chain’s Bistro French Onion soup.