Panera Bread has named Anomaly as its new lead creative agency following a review that included two other agencies which the casual dining chain declined to identify, Adweek reports. Spending on the assignment is estimated at $90 million, according to that publication, and the review did not include media buying and spending, which will remain at Maxus.
As you may recall, Anomaly succeeds Cramer-Krasselt, who ended its relationship with the brand back in June. Cramer-Krasselt CEO Peter Krivkovich announced the agency’s resignation from the account via an internal memo, citing creative differences which he called “too much even in this crazy business.” Panera Bread Chief Marketing Officer Michael Simon responded by claiming the brand had issued a creative review, which Cramer-Krasselt opted out of.
Simon told Adweek that Anomaly’s recent work for brands including Budweiser (for whom the agency crafted World Cup and Super Bowl campaigns) and Dick’s Sporting Goods landed them on Panera list of agencies for initial consideration, and that “its strategic thinking and ability to deliver more than just advertising (content, new product ideas, etc.)…set it apart from other contenders.”
An idea the agency pitched in the review is currently being refined into a new campaign, which is expected to debut early next year.
“We’re in the refining stages of the campaign, but I’m probably as excited about this as certainly anything I’ve seen at Panera,” Simon told Adweek. “It does all the things that we’re looking for in creating a big idea, really showcasing our differentiation—both with our food and the experience of Panera—in a really emotional, compelling way.”