While many restaurant chains are spending their marketing dollars pushing products, often ones on a dollar or value menu, Panera is launching a TV campaign focused on its brand.
In its biggest TV push to date — airing in 30 markets — Panera positions itself as a place where people enjoy being. The TV ad is part of a campaign called “Make today better,” breaking this week, in which Panera founder Ron Shaich touts the restaurant as a place with soul that uses professional bakers for its bread and gives customers real silverware. The spot was created by Interpublic Group of Cos.’ Mullen, and WPP’s Maxus is responsible for media buying.