Jun
16
Panera Promotes Transparency With New Marketing Campaign
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Panera Bread is hopping on the clean-eating bandwagon with the official launch of the “Food As It Should Be” marketing campaign today.
The initiative was first introduced in May with a “No no list” of artificial ingredients Panera will stop using by 2016. That was followed by CEO Ron Shaich’s letter in the Times this weekend highlighting his commitment to healthier ingredients.
Panera sees the positioning as a point of difference with rivals. “A lot of people have great tasting soups and salads and sandwiches, so for us it has to be good for you as well,” said Christopher Hollander, the chain’s head of marketing.
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