Panera has always been committed to offering real, clean food (defined as containing no artificial preservatives, sweeteners, flavors or colors from artificial sources on its No No list) and pushing others in the food industry to follow suit. And in January 2018, Panera tasked its agency teams with generating awareness for their latest product innovation: new breakfast sandwiches featuring 100% real, freshly cracked eggs, complete with delicious over easy yolks – an unprecedented offering in the fast casual space that took 18 months to develop.

On January 18, 2018 – and coinciding with the launch of their new breakfast sandwiches – Panera formally petitioned the FDA to define the term “egg” to promote transparency; build trust with consumers, media, and influencers; and challenge the industry as a whole to up its standards. To help spread the word of their unique offering, the brand posed a simple and intriguing question to media and consumers: Do you know what’s in your egg?

To raise awareness about the issues surrounding the eggs in other fast-casual restaurants, Panera decided to lean into the findings – leveraging both the competitor analysis and the lack of an FDA definition of the term “egg.” In doing so, they looked to shed light on the ingredients in other “egg” offerings from their competitors – everything from color additives to fillers and preservatives. Reinforcing their standing as a brand committed to high standards, transparency, and good clean food.

The competitive insights and the FDA petition were used to raise industry eyebrows; generate conversation around the issue; and create interest in our product amongst lifestyle and food media, business media, influencers and RDs – cementing the brand’s position as an innovator and thought leader within the food industry. With targeted media outreach, an egg-centric media event, and an infographic that broke down the different ingredients in competitors’ “eggs,” the word about Panera’s effort spread quickly.