Panera Bread

Panera was perceived to be a bakery or sandwich place by light users.  We focused on their assets (ingredients, preparation, ambiance, kids meals, etc) and tied everything together with a “Details" strategy, which was co-opted nationally. The year our fully integrated campaign ran, sales were up 8.2% and their stock rose 37.3%. McDonald’s was the only other brand in the category in the black, but it was based on price. Our campaign was completely based on value with no price-cutting in the worst economy in over half a century. Our in-house media and PR people did a fantastic job for this company for years.