Farmers Protest Panera's Shaky Anti-Antibiotics Campaign

Last week our sister site AllTwitter reported on a story that serves as a great example of a well-meaning social media marketing campaign that got a little too aggressive. Harping on the fact that it supposedly uses only “antibiotic-free” meat in its food, the Panera Bread chain’s team created a campaign pushing the message that only lazy farmers use antibiotics on their animals. This included a micro-site, a Facebook tab, and the satirical @EZChicken Twitter feed (which was more than a little over the top despite some pretty cool art direction).