Food should be many things. Delicious, comforting, conversational and more than anything, it should be food. People are literally sick of eating food full of artificial ingredients. So Panera changed the game by removing everything from their food that wasn't food. To announce the big news, we were challenged to completely rebrand the company and create a category-disrupting campaign.
Food as it should be anthem
A whole New Brand
The changes we made applied to everything from billboards to the way they made menu boards. We created a new way to shoot food –more human, messier, realistic and yet delicious.