Panera Bread bakes its values into a social media campaign

02/17/2013 | MediaPost Communications

Panera Bread is running a "Food Chain Reaction" campaign on Facebook in which it promises to donate a bowl of soup to someone in need for every group of five friends that registers with the campaign. The aim is to highlight Panera's views on its place in society, said creative director Lisa Lorenz. "Instead of talking about what we do, the campaign talks about the how and why behind our practices," she said.

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