In my four years of working with Panera Bread, the agency and client team evolved the role of marketing from five small test markets to now one of the top three drivers of the Panera business.

The Panera marketing story is a long one, but at it’s core Panera has a true advantage in the category because of two things: 1) they offer a unique, high-quality food experience you can access every day and 2) they are a company with a soul and a passion for everything they do.

As a marketing partner, the job was to unveil the incredible stories behind the brand that not only made for engaging content and advertising, but served as motivating differentiators. I might even say our mission was to get out of the way of what was already there.

Storytelling

Storytelling

Storytelling

Who would you like to see break bread?Tell us at facebook.com/panerabread

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December  18,  2009

An  open  le;er  to:The  Secret  Service  &  The  Party  Crashers;  Darth  Vader  &  Luke  Skywalker;  Glee  Club  Singers  &  Football  Players;  Barack  Obama  &  Joe  Wilson;  The  Mac  Guy  &  The  PC  Guy;  Rosie  O’Donnell  &  Tom  Selleck;  Bre;  Favre  &Wisconsin;  Wall  Street  Execs  &  Everyone  Else;  MarTna  NavraTlova  &  Andre  Agassi;  Sons-­‐In-­‐Law  &  Mothers-­‐In-­‐Law;  Introverts  &  Extroverts;  Mike  Tyson  &  Evander  Holyfield;  Itchy  &  Scratchy;  Ohio  State  &  Michigan;  Yoko  &  The  Remaining  Beatles;  Tori  &  Candy  Spelling;  OpTmists  &  Pessimists;  ..........................

Break  Bread

Who  would  you  like  to  see  break  bread?Tell  us  at  facebook.com/panerabread

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