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Panera Taps Jake Shane for Mix and Match Campaign
Panera Bread has partnered with viral creator Jake Shane to launch the "Pass That Panera" Meal, adding the Caesar Salad Stuffer with Chicken to its Mix & Match value menu for $4.99 per item.
Panera Bread Teams Up With Viral Creator Jake Shane to Champion Value
Panera Bread has enlisted one of the internet's most recognisable comedic voices to help spread the word about its growing value proposition. The brand has partnered with viral creator and comedian Jake Shane to launch the "Pass That Panera" Meal- a custom order curated by Shane himself from Panera's Mix & Match Menu. The campaign marks the latest chapter in Panera's push to prove that quality and affordability can comfortably coexist, and Shane's outsized personality and fast-paced humour make him a natural fit for a brand looking to connect with a younger, digitally engaged audience.
What Is the Mix & Match Menu and Why Does It Matter?
Launched earlier this year, Panera's Mix & Match Menu was built around a simple but compelling offer - choose two or more items from a selection of 11 beloved Panera favourites- spanning sandwiches, salads, and soups- for just $4.99 each. Every order also comes with a complimentary side, giving customers the choice of Panera's signature French Baguette, chips, or an apple. The menu currently includes half sandwiches such as the Toasted Italiano, Bacon Turkey Bravo, and Cranberry Walnut Chicken Salad; half salads including the Fuji Apple Chicken and Caesar; and cups of soup like Creamy Tomato, Homestyle Chicken Noodle, and Bistro French Onion. Beginning June 17, the new Farmhouse Crunch will join the lineup, replacing the Ranch Parm BLT.
Shane Pushed for the Caesar Salad Stuffer- and Panera Listened
The partnership has a backstory that feels unusually authentic for a brand collaboration. According to Shane, his enthusiasm for Panera's Salad Stuffers was persistent enough that the brand eventually agreed to add one to the Mix & Match Menu. The result is the Caesar Salad Stuffer with Chicken- crisp romaine tossed in Caesar dressing with grilled chicken, shaved parmesan, and croissant croutons, all tucked into a soft Italian Stuffer Roll- now available as a limited-time addition to the value menu. "I wouldn't stop talking about the new Salad Stuffers until Panera agreed to put one on the Mix & Match Menu," Shane said. "They are easily one of my favourite things to eat right now, and I love that the Caesar with Chicken is now available for under five dollars when you mix and match."
Breaking Down the "Pass That Panera" Meal
Shane's custom meal brings together three Mix & Match Menu items into a single, satisfying combination. The Caesar Salad Stuffer with Chicken anchors the order, joined by the Fuji Apple Chicken Salad- mixed greens and crisp romaine topped with grilled chicken, grape tomatoes, red onions, toasted pecan pieces, feta, apple chips, and sweet white balsamic vinaigrette. Rounding out the trio is the Homestyle Chicken Noodle Soup, featuring tender white-meat chicken simmered in a rich, seasoned chicken bone broth with curly egg noodles, sliced carrots, celery, and herbs. It is a well-balanced spread that showcases the range of the Mix & Match Menu while reflecting Shane's own preferences- making it feel like a genuine recommendation rather than a manufactured celebrity endorsement.
The Campaign - Fast-Paced, Humour-Driven, and Built for Shane's Audience
The creative campaign built around the partnership leans directly into what made Jake Shane a viral phenomenon in the first place. Rather than placing him in a conventional advertising format, Panera has given Shane the space to guide viewers through the Mix & Match Menu in his own distinctive style- high energy, irreverent, and built for the scroll. The new campaign began airing today, reaching audiences across the platforms where Shane has cultivated his following. For Panera, it represents a deliberate effort to meet younger consumers where they already are, using a creator whose credibility with that audience is organic rather than manufactured.
Panera's CMO on Quality, Value, and Never Having to Choose Between the Two
Mark Shambura, Chief Marketing Officer at Panera Bread, framed the campaign as a direct expression of what the Mix & Match Menu was always intended to deliver. "Panera's Mix & Match Menu was designed to give our guests some of the menu items they love at a price that feels like a win," he said. The "Pass That Panera" Meal is a reflection of how we are leaning into what our guests crave most and delivering it at an incredible value, proving that you never have to compromise on quality to get a great deal. The "Pass That Panera" Meal and the full Mix & Match Menu are available now for dine-in, delivery, Rapid Pick-Up, and drive-thru at participating Panera Bread locations nationwide, with orders placeable through the Panera Bread app or at PaneraBread.com/JakeShane.