$40 million ad campaign by Panera
On June 13, 2011, Panera launched its “most significant ad campaign to date,” according to Chief Marketing Officer Michael Simon, entitled “Make Today Better” according to Forbes. This advertising campaign is just over one percent of its overall revenue compared to competitors who allot about three to five percent of revenue on media spending. Panera’s new television and radio spots broke on the 13th, followed by social media like Facebook and Twitter launching this coming week. The campaign’s goal is to change the view customers have of Panera being a brand preferred to a brand loved. Panera reported a profit in 2010 of $111.9 million on revenue of $1.54 billion. In the Jacksonville area, there are 14 Panera bakery-cafes to enjoy.
This is important because the public can view a business based upon initial advertising that can limit the population the business can serve. Actors can become the same as only a comedian or a drama actor. Unfortunately for businesses, it can cost a lot of money to break those stereotypes on the business and its products.
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