Panera Bread Launches New Ad Campaign: “Food As It Should Be”

(NOTE: Wilmington’s Panera Bread is located at 228 Main Street.)

ST. LOUIS, MO — Panera Bread has unveiled a new national advertising platform to express the company’s long-held belief in food that is good and good for you.

“The Panera experience starts with great taste, but good food should also be good for you. For us, that means a menu you can trust and understand,” said Chris Hollander, Head of Marketing.

From becoming the first national restaurant company to voluntarily post calories on menu boards, to offering chicken raised without antibiotics ahead of the industry, to removing artificial trans fats and announcing our clean menu commitment –we’ve been working for several decades to earn the trust and confidence of our guests. While we’ll always be on a journey to improve, ‘Food as it should be’ brings to life our progress, ideals and vision.”

Developed in collaboration with the award-winning agency Anomaly, the “Food as it should be” campaign includes national television spots, billboards, radio advertising and digital and display content that will begin to air this week. The campaign’s anthem spot will also appear on digital video platforms and in movie theaters this summer.

“You’ll notice that people are in the forefront of our campaign creative. It’s a bold move from industry standard product shots, but we believe that people are as integral to the joy of eating as the food,” said Hollander.

Consumers will be able to interact with campaign content via social media and MyPanera, and the campaign will also be featured on

“When you don’t need to compromise to eat well, you are truly able to enjoy a meal,” said Ron Shaich, founder and CEO. “We’ve been on a journey to remove those anxieties for our guests—to be a true ally in their wellness journey. When you come to Panera, you can count on us to tell you what’s in your food.  You can trust our commitment to clean ingredients. We want to enable our guests to focus their energies on the joys of eating: naturally delicious ingredients, served with transparency and respect, and shared with friends and family. That is food as it should be.”

(NOTE: The above press release is from Panera Bread and was abbreviated.  Read the full press release HERE.) 

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