Panera | Respect Breakfast 

Somewhere along the way, America stopped making breakfast. Opting for speed over quality. Panera knows a real breakfast is cracked, baked, and made fresh, by hand, whenever you order it. So to help launch Panera’s new breakfast sandwiches, we set out to show that a real breakfast is made not reheated or defrosted.

Then we back it up with some real action and forced our competitors, the industry, and media to take notice.