Remixing the lunch break
To introduce its very first limited edition sandwich, the Smos Remix, Panos did more than remix ingredients – it remixed lunchtime itself. A bold upgrade of Belgium’s iconic smoske, the Smos Remix combined extra-crispy rustic bread, premium Breydel ham, juicy cherry tomatoes and Panos’ signature Supersauce into one flavour-packed limited edition.
To launch its first-ever limited edition sandwich, the Smos Remix, Panos didn’t just introduce a new product — it activated a fully remixed lunch break powered by PR and creators.
Instead of a classic product launch, we designed a PR- and influencer-led approach that brought the Smos Remix directly to the streets. The campaign kicked off with a teaser phase on social media, building curiosity around the idea of a “lunch remix”, led by DJ and content creator Michael Amani.
We then took the concept offline with the Smos Remix on Tour: a mobile lunch break party stopping in Antwerp, Ghent and Brussels. During each activation, Michael Amani delivered live 15-minute lunchtime DJ sets, surrounded by local creators who captured and shared the experience in real time. Free samples, music and creators turned ordinary lunch breaks into highly shareable moments across Instagram and TikTok.
To extend the momentum, creators delivered a final wave of content, each adding their own spin on the Smos Remix and keeping the conversation going well beyond the tour.
By blending PR, live activations and influencer storytelling, we created national visibility, strong Gen Z engagement and successfully positioned Panos as a flavourful, fun and social lunch brand — with the Smos Remix as its centrepiece. The Smos Remix became Panos’ first successful limited edition launch, driving increased brand affinity, social growth and a clear uplift in awareness and sales during the campaign period — proving that remixing the lunch break truly resonated.
