Panera Bread has recently launched a new campaign called “Live Consciously. Eat Deliciously.” This clever campaign takes the viewer through a journey of images that describe the process of baking bread in Panera Bread bakeries. The company has created a commercial spot as well as an interactive web page that teaches the consumer more about the high-quality product as well as the company. The company positions itself as morally driven with high quality products. Panera pledges in the commercial to donate all leftover baked goods to local charities in order to give back to the community by feeding the hungry.
In a world where consumers and companies are becoming more and more ethically-aware, Panera took advantage of this trend and positioned themselves nicely in this well-designed campaign. No doubt will sales increase and attract new customers from the commercial alone, but Panera’s reach to help feed people in need will benefit more than their current customers.
To explore more about Panera’s new campaign check out: http://www.panerabread.com/liveconsciouslyeatdeliciously/index.html?noredirect=true#