Panera supports coffee subscription programme with new ad campaign

Panera Bread has unveiled a new campaign to support its unlimited coffee subscription programme. The “Goodbye Extra, Hello Unlimited” campaign says goodbye to unnecessary café extras so consumers can get exactly what they want — uncomplicated, great-tasting, affordable coffee.

The satire-like video, which launched 3 December, features Bachelor Nation’s Wells Adams as an overzealous barista who takes his role very seriously – perhaps a little too seriously – offering up superfluous coffee options such as an excessive cup of brew created in a chemistry set, an acorn spiced latte, over-the-top foam art and even milk straight from a miniature unicorn that Wells “milks” behind-the-scenes. All the customer really wants is just a simple cup of coffee.

The embargoed spot can be viewed here.

The quick casual restaurant chain launched its unlimited coffee subscription programme, MyPanera+ Coffee, in February 2020. The subscription is available for USD $8.99 plus tax and includes one cup of drip hot coffee, hot tea, or iced coffee every two hours during regular bakery-cafe hours, including free refills of the same beverage at participating US Panera Bread bakery-cafés.

In the last year, St. Louis, Missouri-based Panera revamped and expanded its drip and iced coffee offerings, introducing new coffee blends, freshly ground every day, and made from 100% Arabica whole beans:

  • Light Roast — a blend of Central and South American beans with hints of citrus, roasted nuts and chocolate
  • Dark Roast — a blend of Costa Rican and Colombian coffee beans that give this slightly sweet coffee a rich, mellow finish.

Both coffee blends are available, along with Decaf and Hazelnut, as part of the coffee subscription programme.

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