Panera Bread selected 72andSunny New York as its creative AOR in January. Now the agency is debuting its first work.

“It Just Meals Good” campaign is comprised on three spots: here, here and here.

The creative highlights the good food that people can enjoy on any occasion — from a teen getting her learner's permit to a quick bite with an ex. Whether it's a quick salad, sandwich or full meal, all spots end with the tag: “This is a Meal.”

“With ‘It Just Meals Good,’ we're not just talking about food — we're celebrating those moments when a meal feels like more. It's comfort, connection and joy all in one bite. This bold reintroduction of Panera taps into that universal feeling in a way that's fresh, vibrant and culturally in tune,” said Peter Hughes, group creative director, 72andSunny New York. “We wanted to create something that feels like your favorite playlist — eclectic, energetic and full of good vibes.”

The campaign is running on TV and video, including ABC and the Food Network, along with spots on NHL and NBA games, the brand's site, social media with influencers, email, SMS and point of purchase.

“At Panera, we’re focused on serving high-quality, craveable food that fits every moment of our guests’ lives. ‘It Just Meals Good’ is a celebration of the delicious flavors and meals that make Panera the perfect choice for any mood,” said Mark Shambura, Chief Marketing Officer, Panera Bread.

As of November 2024, there were 2,208 franchises in 48 states, Washington D.C., and Ontario, Canada, operating under the Panera Bread or Saint Louis Bread Co. names.