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Panera prides itself on being a conscious company that makes purposeful choices. Like the choice to make their soups, salads, sandwiches by hand, every day. This handcrafted approach has informed the executional style for the "Live Consciously. Eat Deliciously." platform. So whether it's the company's philosophy, a new service like online ordering, or a new product we're celebrating, there's a cohesive 'crafted' feel across the campaign.