Reporter's Notebook

Panera launches $40 million ad campaign

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"Make Today Better" is biggest spend to date

The "Make Today Better" website is part of Panera's new campaign

Panera Bread, the 1,400-unit bakery-café chain based in St. Louis, Mo., debuted on Monday what it calls its largest ad campaign to date.

The $40 million campaign is called “Make Today Better,” according to Michael Simon, Panera’s chief marketing officer in a question-answer blog post at Forbes.com. Simon said Panera’s media spend is just more than 1 percent of revenues, still below its segment competitors that he said are at about 3 percent to 5 percent of sales.

“TV and radio spots and some out-of-home break today actually,” Simon told Forbes. “Digital, including social elements like Facebook and Twitter, will launch next week. It’s a message of collective optimism that suggests the opportunity to improve today is around us.” Click here for the Make Today Better website.

Contact Ron Ruggless at ronald.ruggless@penton.com.
Follow him on Twitter: @RonRuggless

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