Panera Bread is investing $40 million in its first major television campaign that is deliberately understated in the way it portrays the fast-growing bakery-café brand. Nevertheless, one chain official says Panera’s first big TV campaign has been designed to add thrust to the concept’s already steady sales growth. In a 30-second commercial that began airing Monday, Panera’s founder, Ron Shaich, sits in a local store with real Panera employees and explains how the ...

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