CHALLENGE
Establish Panera’s brand identity with “light users,” and stave off some of the company’s first ever competitors in the fast-casual category.
THE STRATEGY
Launch an “It’s all in the details” campaign that leveraged a variety of benefits including superior preparation, quality ingredients, catering, unique choices and a warm environment. We also positioned their bakery-cafes as community centers.
Results
37%
Stock Increase
$100M+
Private Sale By Owner
Digital — print — radio — social media — tv — direct mail
ooh — instore — guerrilla — pr — event
