Today, the sandwich and bakery franchise introduces a new initiative in order to enact their philosophy of health conscious living. According to Michael Simon, Panera’s Senior Vice President and CFO, Panera began with a simple commitment: “to bake fresh bread every morning in our bakery-cafes.” That might sound obvious, but Simon assures customers, it’s not. Bakery-cafe chains similar to Panera manage to bake in house as little as possible. Panera, however, maintains their commitment to good food that is good for you—and this new branding initiative will only augment that concept. The attempt is more than just a marketing scheme. “Live Consciously” is about reflecting cultural values, Simon explains.
The campaign features advertising platforms through various avenues, including national cable, local television, digital video, digital display, as well as social media. The demographics of advertising are changing, and Panera won't be left behind. Considering organic and gluten-free grocery stores are more popular than ever, Panera seems to be perfectly on trend.
In the first of many television commercials enacting the new brand platform, Panera mixes the old fashioned appeal with a newer, hipper health-conscious lifestyle. The segment portrays a whimsical version of your grandmother’s bread making: a Panera baker gingerly rolling dough, all awash in a buttery glow of cozy Panera light. In the voice over, the narrator asks, “What else could we do the right way? Could we make food that lived up to our bread? And could it be food you an trust, with ingredients like antibiotic-free chicken? Each night, when we close our doors, could we come together as a community and help feed people in need?”
Another “Live Consciously” decision, with which even the skeptics can’t find fault—Panera Bread Foundation’s strategic alliance with Feeding America, which is the nation’s largest hunger relief charity. Panera agreed to stock food banks in more than 75 markets with one of the chains’ most popular dishes: Black Bean Soup. The choice has a double purpose: an act of charity as well as an advertisement. The Foundation also opened its fifth non-profit Panera Cares community café, where customers partake in feeding those in need.
A truly beneficial brand—eating a sandwich has never felt better.
