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By Webb Wright, NY Reporter

March 6, 2023 | 2 min read

“Generosity is in the Details” is being rolled out through TV spots, OOH ads, and other channels.

Panera Bread is serving up a new, cross-platform brand campaign, which will highlight the brand’s extra-mile efforts to brighten its customers’ days. The new campaign – titled ‘Generosity is in the Details’ – is the bakery-café chain’s first since it underwent a brand refresh in mid-2022.

In a series of new TV spots, Panera aims to position itself as an unwaveringly friendly and considerate brand that’s meticulous in its attention to the kind of details that are both easily overlooked and yet essential to the quality of a customer’s experience. One of the spots, for example, shows a Panera employee opening the door with a smile for a harried customer who arrives at one of the brand’s restaurants just moments after closing time. Another describes how the pepperonis on Panera’s new Toasted Baguette sandwiches are “sliced a little thicker, to hold more flavor.”

In addition to the TV spots, the new campaign includes new packaging (starting next month), a new artistic theme within the brand’s restaurants, out-of-home ads, an email component and a revitalization of the brand’s app.

Founded in 1987, Panera Bread has also been making an effort recently to appeal to a younger audience. Last spring, the brand partnered with rapper T-Pain for its “Day of Craveable Drops” event. The one-day product drop concluded with the release of the “Deliciously Lux Drip Kit,” described by Panera in a manner that’s obviously meant to appeal to Gen Z: “an ultimate and premium kit of cozy essentials that are anything but basic.”

‘Generosity is in the Details’ launched today.

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