Panera has tapped into 2000s nostalgia and comfort
TV trends in its latest campaign for its “Fall for Your Favorites” 2025 menu
Several online videos, including the one seen here, star Jared Padalecki and Matt Czuchry, both formerly of cult favorite TV show “Gilmore Girls,” described by the brand as “a
duo forever tied to small-town charm, endless coffee refills and one of television's most beloved fall rewatches.”
In the spot, the two reunite over a meal at Panera, highlighting the
various “personalities of Panera's iconic soup lineup, each variety reflecting the traits of a different kind of favorite,” according to the brand. Fireside Chili is the
“dependable” classic, while Autumn Squash Soup is the “sophisticated” choice.
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"Fall is one of our favorite seasons at Panera," says Mark Shambura, CMO of Panera Bread.
"We're celebrating not just with the return of guest-favorite soups, but also with playful content that personifies them in a way fans will instantly recognize."
The campaign runs across
Panera social media platforms including X, Facebook, Instagram and TikTok.
The new fall menu, available now, includes a Harvest Medley Chicken Salad, a Crème Brûlée Latte,
Black Bean Soup, Autumn Squash Soup, Hearty Fireside Chili and the chain’s seasonal Pumpkin Cookie.
Panera recently announced plans to close all nine of its remaining fresh dough
facilities, as well as beginning a three-year strategic turnaround plan. The privately held chain’s sales declined over 5% in 2024 to $6.1 billion.