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Panera turns to purpose marketing in new campaign April 13, 2013

Posted by rmshepard in Uncategorized.
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After attending the 2010 conference for the Association of National Advertisers, Ad Age‘s E.J. Schultz reported that the future of marketing in the United States was “purpose-driven marketing.” Schultz explained, “The concept is, at its core, a return to the basics of intensely engaging customers and creating a culture where the corporation can benefit by giving back or enabling its consumers to do so — and profiting in the process.”

One company looking to the trend is Panera Bread. Crafting an image of a “meaningful brand,” the restaurant chain is trying to highlight the values it represents in addition to the quality of its food. Panera is dumping $70 million into a new campaign based on the logo, “Live Consciously. Eat Deliciously.” The idea is to promote that Panera donated unsold baked goods, works closely with organizations like Feeding America, and has opened donation-based restaurants under the banner “Panera Cares.”

To see Panera Bread’s new video advertisement highlighting its values, watch the following:

Discussion Questions:

1.  What is “purpose marketing” and how is it different from conventional tactics in advertising?

2.  What other brands might succeed with purpose marketing?

3.  How might purpose marketing also open a company up to an embarrassing scandal?

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