Panera Bread® Selects Creative Agency Cramer-Krasselt

May 8, 2012 - St. Louis, MO - 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,” said 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.”

Said Cramer-Krasselt EVP/Chief Operating Officer and Chicago General Manager Karen Seamen, “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.”

Cramer-Krasselt, the second largest independent agency in the U.S., 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.

About Panera Bread

Panera Bread Company owns and franchises 1,562 bakery-cafes as of March 27, 2012 under the Panera Bread®, Saint Louis Bread Co. ® and Paradise Bakery & Cafe® names. We feature high quality, reasonably priced food in a warm, inviting and comfortable environment. With our identity rooted in handcrafted, fresh-baked, artisan bread, we are committed to providing great tasting, quality food that people can trust. Nearly all of our bakery-cafes have a menu highlighted by antibiotic free chicken, whole grain bread and select organic and all natural ingredients, with zero grams of artificial trans fat per serving, which provide flavorful, wholesome offerings. Our menu includes a wide variety of year-round favorites complemented by new items introduced seasonally with the goal of creating new standards in everyday food choices. In neighborhoods across this country and in Ontario, Canada, our customers enjoy our warm and welcoming environment featuring comfortable gathering areas, relaxing decor and free internet access. Our bakery-cafes routinely donate bread and baked goods to community organizations in need. Additional information is available on the Company’s website, http://www.panerabread.com.

About Cramer-Krasselt

At C-K, our mission is simple: Make friends, not ads.TM This mindset not only drives all our ideas, it also drives our structure. We’re built without silos or competing interests to truly tap into an ever-expanding range of disciplines, from public relations to CRM to analytics—whatever it takes to create compelling brand experiences. This philosophy has fueled our growth, making C-K the second largest independent agency in the U.S. with more than 500 employees and $1 billion in annual billings. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, we represent major brands across virtually every industry, including: BRP (Ski-Doo, Sea-Doo, Evinrude), Cedar Fair Amusement Parks (Cedar Point, Knott’s Berry Farm), Corona Extra, Edward Jones, Heinz (Ketchup, Smart Ones, Classico, Ore- Ida, Steam n’ Mash), Hilton Hotels Worldwide, Johnsonville Sausage, Porsche, Spice Islands and World Kitchen (Pyrex, Corelle). For more information, visit Cramer-Krasselt at www.c-k.com.

Media Contacts:

Linn Parrish, Panera Bread
o. 314-984-4959
c. 617-943-3096
Linn.Parrish@panerabread.com

Kristin Fletcher, C-K
o. 312-616-2371
c. 773-294-0161 kfletcher@c-k.com

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