Panera Bread selects creative agency

Panera Bread announced today that it has chosen Cramer-Krasselt as its new creative agency following an agency review.

“We are very pleased to move forward with Cramer-Krasselt,” says Michael Simon, senior vice president and chief marketing officer, Panera Bread. “We believe evolving to a more elevated message that better captures Panera’s soul can build deeper affinity with our customers and as a result create competitive advantage. As a purpose-driven brand, we believe Panera has the opportunity to shift the dialogue and move from being a brand that is preferred, to one that is truly loved. C-K demonstrated they have the ability to help us express our core reason for being and break through with their creative approach."

“Rarely does a company combine quality of product with quality of giving back. Not only are we excited to collaborate with Panera, we’re proud of who they are as a company and what they are trying to do,” says Cramer-Krasselt EVP/Chief Operating Officer and Chicago General Manager Karen Seamen.

Cramer-Krasselt, the second largest independent agency in the US, will support Panera Bread nationally out of its Chicago office.

Maxus North America, one of four global WPP media agency networks within GroupM, will continue to provide Panera Bread with strategic media planning and investment services.