Picking Up Panda Express as Creative AOR

Kylie Wu | Jul. 8 2020

We couldn’t be more full of excitement to welcome Panda Express to the family, the largest Asian dining concept in the U.S. As creative agency of record for its U.S. business, we will partner with the Panda team to build a vision for elevating the brand as an American Chinese trailblazer, fueling progress for its guests and its associates. Our assignment includes brand strategy, creative, planning and production across TV, video, out-of-home and in-store.

We are excited to help lead the overall U.S. marketing communications strategy, one that continues to evolve in context with the world-at-large and positions Panda Express as an innovator of American Chinese cuisine. We’ll work together to ensure consistency and collaboration across a sharp team of agencies to help amplify group performance.

When asked about what this means for us, our Partner of Business Strategy and Growth, Amir Haque, said, “Early on in the process, we discovered an uncanny cultural and values alignment with the team at Panda Express. Not only does the brand have an inspiring history and ambitious creative appetite, but it has demonstrated years of operational excellence that we hope to learn from to become an even better agency.”

“The Many shares our similar values and beliefs rooted in building a positive and inspiring people-focused culture. We are impressed by their passion for our brand and strategic approach to campaign development focused on collaboration and insights, not to mention their deep experience in the food and beverage category.”
- Kevin Holmes, Executive Director of Marketing Communications, Panda Express.

We’d like to extend a big thank you to Michelle Wong of M. Wong Consulting, a marketing consultancy which launched in January 2020, who led a seamless, virtual, competitive review process during the pandemic lockdown.

An inspiring history is definitely how to describe Panda. The company was founded in 1983 by Andrew and Peggy Cherng, who continue to lead the business based on the values of family, love and growth in order to make the world a better place for its associates, guests, communities, and partners. Leading with love for its communities, Panda gives back through its philanthropic arm Panda Cares and empowers youth in underserved communities by supporting their health and education needs.

To support COVID-19 relief efforts, Panda and the Cherngs donated more than 50,000 hot meals to nourish hospital workers and more than $12 million to combat food scarcity with Feeding America, supplied personal protective equipment (PPE) for local hospitals, and funded COVID-19 treatment research.

Panda is also certified as a Great Place to Work® company and recognized as a top 10 fast-casual restaurant with more than 2,200 locations worldwide. Orange Chicken, anyone?

Read more in MediaPost, Adweek and Campaign.