In the battle of the bread brands; may the best grain win.
Great Harvest Bread Co. is suing Panera Bread for using a slogan that sounds a little too familiar.
In June 2015, Panera launched the slogan “Food as it should be.” It’s positive, pithy and speaks to a growing desire among consumers for whole, organic foods. There’s just one nagging problem with it.
About eight months prior, Great Harvest debuted its slogan, “Bread. The way it ought to be.”
Marketing pros weigh in: Do those slogans sound too similar?
In court, Great Harvest is alleging federal trademark infringement, stating Panera’s similar slogan will cause “consumer confusion.”
"We need to protect the investment being made by our individual small business owners from being drowned out or overrun by a multi-million dollar national advertising campaign," Great Harvest’s president Eric Keshin said in a statement.
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Panera has yet to comment on the situation.
The Consumerist reports that Great Harvest did not succeed with its request to Panera to stop ads and promotions that use the phrase. Panera has since sought a trademark for its phrase, something the lawsuit formally opposes.
PR Daily readers, do you have branding insights for either brand?