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Panera launches $40 million ad campaign-2011Panera launches $40 million ad campaign-2011

"Make Today Better" is biggest spend to date

Ron Ruggless, Senior Editor

June 14, 2011

1 Min Read
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by ron ruggless

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 [email protected].

Follow him on Twitter: @RonRuggless

 

 

About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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