Marshall Ross, Executive Vice President and Chief Creative Officer at Cramer-Krasselt, said that Panera's brand infused even the way his firm produced the creative for the initiative.
"Our goal was to find a way to tell a memorable story that also felt completely authentic," he said. "So everything about this work is handmade; every element of art direction and performance is human-powered. Too many marketers will 'fake' real. With a client like Panera -- genuine at its core -- we just couldn't do that. And we're thrilled with the result -- with how the look and feel offers a powerful meaning all its own. Even if you didn't hear the voice-over, you'd see something special about Panera."
Panera is also launching another application of the "Live Consciously" brand platform, a social media campaign called Food Chain Reaction. The campaign urges individuals to join with others to create online circles of five friends on Panera's Facebook page. For every circle of five friends formed, Panera will work with its Foundation to provide a bowl of its hearty and nutritious Low-Fat Vegetarian Black Bean soup to a person in need through its alliance with Feeding America, up to a total of 500,000 bowls.
According to the U.S. Department of Agriculture, one in six Americans -- including one in four children -- is "food insecure," meaning they have limited or uncertain access to adequate food. Panera's Food Chain Reaction reflects the proportion of those in need.
In much the same way that its menu has evolved from an initial commitment to fresh bread, Panera's efforts to combat local hunger and help fix a broken food system have grown out of its original commitment to donate bread and baked goods each night from its bakery-cafes. The Food Chain Reaction is the latest in a series of company initiatives in this crucial area.
Last November, the company and the Panera Bread Foundation launched a strategic alliance with Feeding America, the nation's largest hunger-relief charity, to stock food banks in more than 75 markets with Panera's Black Bean soup. And just last month, in Boston, the Foundation opened its fifth non-profit Panera Cares® community cafe, where customers are asked to share in the responsibility of feeding those in need.
By raising awareness of the company's anti-hunger efforts, Simon noted, the "Live Consciously" platform should help Panera expand those efforts even more. "To the extent that our customers come to feel more strongly about us, and that people embrace programs such as our Food Chain Reaction, we're going to be able to elevate the discussion and have an even greater impact on the serious problem of hunger in this country."
About Panera Bread
Panera Bread Company owns and franchises 1,652 bakery-cafes as of December 25, 2012 under the Panera Bread®, Saint Louis Bread Co.®, and Paradise Bakery & Café® names. We feature high quality, reasonably priced food in a warm, inviting, and comfortable environment. With our identity rooted in handcrafted, fresh-baked, artisan bread, we are committed to providing great tasting, quality food that people can trust. Nearly all of our bakery-cafes have a menu highlighted by antibiotic-free chicken, whole grain bread, and select organic and all-natural ingredients, with zero grams of artificial trans fat per serving, which provide flavorful, wholesome offerings. Our menu includes a wide variety of year-round favorites complemented by new items introduced seasonally with the goal of creating new standards in everyday food choices. In neighborhoods across the United States and in Ontario, Canada, our customers enjoy our warm and welcoming environment featuring comfortable gathering areas, relaxing decor, and free internet access. Our bakery-cafes routinely donate bread and baked goods to community organizations in need. Additional information is available on our website, http://www.panerabread.com.
Most Popular Stories
- Bipartisan Budget Deal Gets Key Support in House
- GM to Stop Making Autos in Australia
- Clinton to Keynote Annual Simmons Leadership Conference
- Bitcoin Clones Lurch Onto Financial Scene
- Selena Gomez, Shakira Among Top Hispanic Searches
- How Bitcoin and Other Cryptocurrencies Work
- PhD Project Grooms Business Profs
- It's Primary Time in Texas
- How to Survive a Subzero Stranding
- N.M. Dems Say Nonprofit Helping Martinez Campaign