This Panera Spot is Part of an New Manifesto-Driven Campaign
Rebecca Byers — July 8, 2015 — Lifestyle
References: adweek
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.
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.
Trend Themes
1. Manifesto-driven Campaigns - The rise of manifesto-driven campaigns presents an opportunity for brands to connect with consumers by aligning their values and beliefs.
2. Visual Storytelling - Visual storytelling in advertisements allows brands to build trust with consumers by showcasing the quality of their products or services.
3. Healthy Living Partnerships - Brands can disrupt the quick service restaurant industry by positioning themselves as partners in healthy living and offering healthier menu options.
Industry Implications
1. Advertising - The advertising industry can capitalize on manifesto-driven campaigns and visual storytelling to create impactful and authentic advertisements.
2. Food and Beverage - The food and beverage industry can tap into the trend of healthy living partnerships to attract health-conscious consumers and differentiate themselves from other quick service restaurants.
3. Consumer Goods - Consumer goods companies can incorporate visual storytelling in their advertising strategies to showcase product quality and build trust with consumers.
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