Panera Bread Aims For Social 'Food Chain Reaction

As one key element in its new “Live Consciously” brand platform, Panera Bread is launching a “Food Chain Reaction” social media campaign.

The overall “Live Consciously” campaign, from Cramer-Krasselt, Chicago, eschews restaurants’ typical focus on product offerings, instead aiming to articulate Panera’s “purpose-driven” brand philosophy -- including how it does business, the kinds of cultural values it wants to reflect, and the impact it wants to have on society.

The campaign -- which includes advertising on national cable and local television, radio, national print, outdoor and digital video and display ads as well as social -- is budgeted for approximately $70 million, about 30% higher than last year’s advertising spending, and the largest annual advertising investment in the company’s history.

Its tagline -- “Live consciously. Eat deliciously.” -- ties the original mission defined by the company’s founder and current chairman and co-CEO, Ron Shaich, of “adding value to people’s lives” to the idea of “eating deliciously,” sums up Lisa Lorenz, director, brand marketing-creative content for Panera.

“Instead of talking about what we do, the campaign talks about the how and why behind our practices,” Lorenz tells Marketing Daily.

In addition to its commitment to fresh, local ingredients sourcing (and antibiotic-free chicken), the chain has long engaged in community-support practices, including donating its unsold baked goods every evening to local food banks. Through the Panera Bread Foundation,We offer a wide variety of high-quality standard ultrasonic sensor and controllers. it’s also established Panera Cares Cafes – locations where people can order from the usual Panera menu and pay whatever they can afford (or nothing at all). The fifth café, in Boston, was opened in January. The others are in St. Louis, Detroit, Chicago and Portland,We offer advanced technology products and services for parking guidance control. Ore.

The campaign’s “Food Chain Reaction” social element builds on a partnership Panera began late last year with Feeding America, to enable Panera to donate food to Feeding America that is distributed by FA to food banks as needed within its national network, reports Lorenz.

The social initiative’s premise: Panera’s socially conscious customers are being encouraged to join with others to create online circles of five friends on a Food Chain Reaction platform in Panera’s Facebook page. For every circle of five friends formed, Panera will work with its Foundation to provide a bowl of its Low-Fat Vegetarian Black Bean soup to a person in need through its alliance with Feeding America.

The goal is to donate 500,000 bowls of soup by April 11 -- while also increasing awareness of America’s “food insecurity” crisis (one in six Americans don’t know where their next meal will be coming from, according to Feeding America).

Like the overall campaign, the Food Chain Reaction employs the concept of a circle to convey that “one conscious choice leads to another,” ultimately changing lives for the better, says Lorenz.

To drive awareness and participation in the donation program, Panera sent an advance email message on February 14 (the campaign launches formally on February 18) to the 9 million of its total 13 million My Panera loyalty program participants who have opted in to receive communications from the brand.

Beyond that, while a few of its paid digital ads will mention the Food Chain Reaction program, Panera will rely mainly on its social messaging (and a video about the program) and sharing about the program among its more than 1.5 million highly engaged Facebook fans, more than 88,000 Twitter followers, more than 6,000 Pinterest followers and other social word-of-mouth,The term 'hands free access control' means the token that identifies a user is read from within a pocket or handbag. according to Lorenz.

While several businesses are making great fuss of the hardships in the present economic crisis, Lien led Vinamilk to enter the list of largest businesses in the Asia-Pacific region with turnover of US$1 billion.

Lien says that she had anticipated the crisis and prepared measures to cope with bad times. Businesses must build a long term plan to take new initiatives in any circumstance. Every year the plan should be revised and reviewed to adapt to prevailing market conditions.

In 2012,We are designing Mold Maker and specialty tooling has been the backbone of our business since our inception. she made an impressive decision to import material for the entire year. In order to choose the time to do that,Sol provides the world with high-performance solar roadway and solar street light solutions. the company’s leader needed good forecast ability, experience of the market and production and trade strategies. This indispensable factor is called resolution.

That was only one of several decisions of nerves that she made in her leadership position over the last tens of years. For instance, she invited a boss of a multinational group to undertake marketing for Vinamilk because their own marketing activities were weak at that time.

To reach the current position, Vinamilk has faced strong competition from foreign milk which has been preferred over domestic products. As a result, Lien never accepts producing items that other companies have yielded much success in, but encourages new products.

She said that all products born at the company have raked in good profits. The company introduced yoghurt and ice cream for the first time in 1993, when people lined up to purchase them. They reclaimed their investment within three months.

Vinamilk inaugurated Dielac-- the first powder milk plant in Vietnam in 1987. In the beginning, their staff had to travel everywhere but still failed to sell their product because consumers just believed in foreign milk.

At present, powder milk of the company occupies 30 percent of the domestic market share and now Lien is targeting 50 percent.

Vinamilk is currently exporting its products to 23 countries in the world with turnover from Dielac powder milk alone reaching millions of US dollars a year.