That’s A Lot Of Bread

Panera Bread is investing $40 million in its first major television campaign from Mullen. But from the looks of it, they need to spend a little more time on creative development, before sinking that kind of money into media.

Panera’s founder, Ron Shaich, sits in a local store and explains how the chain’s focus on fresh bread and ingredients makes the brand “a place with a soul.” I don’t know about you, but I’ve eaten at Panera, and a place with soul isn’t the brand experience I came away with. Places with soul don’t have 1,467 bakery-cafes spread across the nation.

Panera chief marketing officer Michael Simon, in an interview with Forbes, said the new “Make Today Better” campaign is meant to “elevate Panera from a brand customers prefer to one customers love.” Is an ad campaign even capable of that?

Read more at Nation’s Restaurant News.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.