Panera Bread is rolling out warm Grain Bowls in time for fall and with it its largest overall campaign of the year.
The warm Grain Bowls feature a medley of whole grains, crisp greens, vibrant vegetables and lean protein infused with internationally-inspired flavors and sauces. The new Baja warm Grain Bowl and Mediterranean warm Grain Bowl – both available with or without chicken – mark Panera’s entry into the grain bowl category. The introduction of grain bowls is the next step in Panera’s evolving mission to offer more grains, plants and proteins on its menu.
The campaign, dubbed ‘Full of Good,’ the campaign features a 30-second TV spot showing glamour shots of the grains and vibrant veggies getting cut and put into a bowl, with people delighting in the flavor. A voice-over says how the bowls are fresh and filling, full of flavor and “good” as part of its overall ‘Food as it Should Be’ effort.
The inclusive campaign, by Anomaly and Publicis Media, will include omni-channel investment with support in linear TV, mobile, social, OTT, streaming audio and podcasts and out-of-home. Other efforts will include content partnerships with Great Big Story, Tastemade and Player Tribune, along with the national and local media spots.
“Our grain bowls solve for the dilemma between good and good for you in a really fantastic tasting, craveable way, and we see tremendous potential in them for that reason,” said Chris Hollander, senior vice-president of marketing at Panera. “We worked with Anomaly and Publicis Media to create spots that show great tasting food and real human moments that our consumers can connect with and can see themselves in. We naturally want to make people hungry for the food and hungry for the brand.”
Panera’s new Warm Grain Bowls are available nationwide in Panera bakery-cafes, on Panera’s e-commerce site, via the Panera app and through delivery partners that include DoorDash, Grubhub and Uber Eats.