Following an agency switch up, this new Panera Bread campaign details "food as it should be." The manifesto-driven campaign focuses on the many rules it adheres to that fall in line with modern consumer desires regarding healthy consumption. In an effort to distance itself from other quick service restaurants, the Panera spot by Anomaly envisions the brand as a partner in healthy living for individual consumers.
Visually, the ads are boosted by images of ripe produce being harvested juxtaposed next to menu items at the chain being prepared. Additionally, the ad is filled with images of happy and healthy families breaking bread. This image-based storytelling goes a long way in terms of building trust with consumers in terms of the quality of the ingredients.