Panera's 1st big TV campaign stresses the company's soul

06/14/2011 | Advertising Age (tiered subscription model)

Panera has launched its first national TV ad campaign, with spots that feature founder Ron Shaich stressing the soul of the brand rather than touting bargain menus or limited-time offerings. With a tagline of "Make today better," the spots highlight the fast-casual chain's upscale touches, including bread made by professional bakers and real silverware.

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