I LOVE Panera bread. The restaurant bakes fresh bread and has always got really tasty sandwiches among other things. With good food, they also offer free WIFI, its my perfect hang out. One thing I was never fond of, was it's advertising. I always thought if this company is so careful with their food, they should also put a lot of love into their advertising.
One thing I detest about restaurant advertising is over the top food porn shots, you see one, you see them all. So at Mullen, we tried a completely new approach. Instead of showing how good the food is, we wanted to tell people what Panera is all about - It serves fantastic bread, it's cozy, and warm, and that's it.
I'm really proud of this ad not only because it's an restaurant ad without food porn, it is also my first legit USA today full page ad. Special shout out to my copywriter Kerry Shea for being part of this impossible mission with me.
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