- Panera Bread debuted “It Just Meals Good,” a brand new campaign and tagline that aim to reintroduce the soup and sandwich chain as a sit-down restaurant for any occasion, in line with news shared with Marketing Dive.
- A 60-second hero spot, “This is a Meal,” tracks through a cafe location as people grab a bite for various reasons, whether it’s tucking into the primary salad of the week or having an ungainly conversation with an ex. A 30-second cutdown of the ad can also be running, as is a 15-second vignette focused on a daughter getting her learner’s permit.
- The work, Panera’s first from creative agency 72andSunny, serves to reposition the brand following various changes to executive leadership. Panera joins other QSRs in emphasizing the dine-in experience after a period prioritizing digital and mobile channels.
Panera wants people to decelerate and revel in the experience of its sit-down cafes with “It Just Meals Good,” a campaign and brand platform that function a reintroduction for the chain known for soups, sandwiches and bread bowls. The concept was developed by Stagwell’s 72andSunny creative agency, which Panera hired in January to advance its modernization efforts after several years of working with Mother.
New ads attempt to capture the vibrancy of a packed Panera cafe with fluid camera movements while showcasing staple menu items. In a press release, CMO Mark Shambura explained that “It Just Meals Good” underscores the range of dining occasions for which Panera is fit, whether it’s an on-the-go lunch, date night or stop in for a treat.
Other restaurant and cafe brands, including Starbucks, try to reestablish their status as “third places” where people can hang around, a reversal from post-pandemic years where the category focus shifted to mobile ordering and pickup.
“We desired to create something that appears like your favorite playlist — eclectic, energetic, and filled with good vibes,” said Peter Hughes, group creative director at 72andSunny New York, in a press release. “Huge credit goes to the Panera team for embracing this creative leap and trusting us to reignite the brand in a way that feels each nostalgic and completely latest.”
A fresh messaging approach for Panera comes on the tails of several executive changes and a 12 months marked by some controversy, including wrongful death lawsuits over a since-discontinued caffeinated beverage offering. Last July, the corporate hired former Papa John’s marketer Shambura as CMO to oversee brand constructing, digital, loyalty, product strategy and consumer insights programs.
The brand on the time was coming off one among its most important menu overhauls up to now. Panera Brands, which owns Panera, Einstein Bros. and Caribou Coffee, last month installed former finance chief Paul Carbone as everlasting CEO after his predecessor José Alberto Dueñas resigned in January
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