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 ...
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