Panera Bread Introduces New Platform to Express Brand Values, Purpose and Culture: "Live Consciously"

Panera Bread Introduces New Platform to Express Brand Values, Purpose and 
Culture: "Live Consciously" 
ST. LOUIS, MO -- (Marketwire) -- 02/18/13 --  Since its founding,
Panera Bread Company (NASDAQ: PNRA) has always aspired to elevate the
lives of its guests and associates while also making a difference in
the communities it serves. Today Panera unveiled a new initiative
that for the first time articulates this purpose-driven philosophy.  
"Panera began with a simple commitment: to bake fresh bread every
morning in our bakery-cafes," said Michael Simon, Panera's Senior
Vice President and Chief Marketing Officer. "That single, powerful
commitment set the stage for a series of deliberate, challenging
decisions that have essentially made this company what it is -- how
it conducts business, the kind of cultural values it wants to
reflect, and the impact it wants to have on society.  
"We're now putting what drove those decisions into two words: 'Live
To launch the platform, Panera today introduced a new creative
campaign focused on its brand belief and values rather than on any
specific product. The campaign features advertising in several
channels -- national cable and local television, digital video and
digital display and social -- with national print to follow next
Developed in partnership with Cramer-Krasselt, of Chicago, the
campaign links the "Live Consciously" platform to two more words --
"Eat Deliciously" -- in referring broadly to the company's food
offerings. The two concepts are shown as mutually reinforcing in a
circular relationship.  
The first of many television spots explaining the development of the
brand platform shows how it evolved from the initial commitment to
bake fresh bread. In the voice-over for the 60-second spot, the
narrator says:  
"That decision made us wonder: 'What else could we do the right way?'
So we talked to our farmers and our chefs and asked, 'Could we make
food that lived up to our bread? And could it be food you can trust,
with ingredients like antibiotic-free chicken? Then, each night, when
we close our doors, could we come together as a community and help
feed people in need?'"  
On screen, the spot offers a whimsical depiction of the unfolding of
this decision-making process
 utilizing a Rube Goldberg-type
contraption. A chef places a ball of bread dough, signifying the
initial commitment to baking, on a scale, which tips. The ball is
propelled along a track winding past tomatoes, antibiotic-free
chickens and delicious-looking salads and soups -- all showing the
mounting impact of the original decision. At the end, a pennant
on-screen reads: "We donate our leftover baked goods every night." 
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(R) 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(R), Saint Louis Bread
Co.(R), and Paradise Bakery & Cafe(R) 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, 
Linn Parrish
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