Panera Bread Makes Every Meal Feel Special with 'It Just Meals Good'

Panera Bread unveils the 'It Just Meals Good' campaign, its debut work with creative agency of record, 72andSunny New York, today. The new campaign and platform signals a repositioning of the brand, centred on giving customers agency of choice to define their meal occasions for any mood or feeling they might be in.

The new campaign and tagline focuses on the different types of meal occasions that Panera’s menu can cater to, which the hero spot, 'This is a Meal' serves up beautifully. Whether it’s connecting with friends over lunch, suffering through that awkward meetup with an ex, or commemorating your daughter getting her driver’s permit or having some much-needed alone time in the car – each occasion is the guest’s definition of a meal - and highlights that there’s a Panera meal for any moment. Whether it’s a salad when you’re looking for an energy boost or a soup when you need some comfort - at Panera, there’s a meal for any occasion.

"At Panera, we’re focused on serving high-quality, craveable food that fits every moment of our guests’ lives. ‘It Just Meals Good’ is a celebration of the delicious flavors and meals that make Panera the perfect choice for any mood—whether it’s a quick lunch, a cozy dinner, going on a date, a little time for yourself, or just a well-earned treat,” said Mark Shambura, chief marketing officer, Panera Bread. “It’s not just about our incredible menu—it’s about the everyday moments that make a meal feel special and worth savouring. We’re thrilled to bring this campaign to life, marking an exciting step forward in how we connect with our guests.”

"With 'It Just Meals Good,' we're not just talking about food — we're celebrating those moments when a meal feels like more. It's comfort, connection, and joy all in one bite. This bold reintroduction of Panera taps into that universal feeling in a way that's fresh, vibrant, and culturally in tune. We wanted to create something that feels like your favourite playlist — eclectic, energetic, and full of good vibes. Huge credit goes to the Panera team for embracing this creative leap and trusting us to reignite the brand in a way that feels both nostalgic and entirely new." Peter Hughes, group creative director, 72andSunny New York

Visuals of the delicious options available at Panera are complemented by the inviting, cozy atmosphere every location offers. Instantly recognisable booths, tables, checkout counters are the backdrop of the work.