A Lot of Copy That Works
By Katie Earley, Copywriter
Outside of a novel, I don’t like a lot of copy. Copy heavy ads make me think, “Who’s going to read all this?!” But this ad from Panera (found via Adrants) shows how long copy can work.
The ad takes form of an open letter to people on opposing sides of a variety of issues, and after a long list of the squabbling people, it’s addressed to (including Don Draper and Roger Sterling), the message simply says “Break bread.”
This ad:
Entertains. Entertainment value isn’t perhaps the most important thing in an ad, but it sure helps my enjoyment. And the recipients of this letter is a pretty amusing list.
Is consistent with Panera’s brand message. Panera promotes itself as a place where people can come together and enjoy each other’s company over an excellent meal. “Break bread” is a great way to keep the theme running.
Spreads a holiday message without being over-the-top and predictable. This doesn’t have to be a holiday ad, but it is coming out at time of year when we focus on putting aside our differences and being peaceful people.
Has a social media component. You’re invited to visit Panera’s Facebook page and talk about who you want to see break bread.
