We Don't Do Passive

Panda ExpressBeyond the Original Orange Chicken

Orange Chicken has turned over a new leaf.

Logo for Panda Express


  • Brand & Creative Strategy
  • Brand & Campaign Creative


  • OOH
  • In-Store
  • Brand Positioning
  • Visual Identity
  • Display & Programmatic
  • OOH
  • TV & CTV
  • Design
  • TikTok/Reels/Shorts
  • Campaign Creative
  • Visual Identity & Design
  • Stunt Activations
  • Media Mix Modeling

The Situation

Challenge our Mindful Indulger’s perception of quality and innovation of PX while embracing a growing plant-based lifestyle by reimagining our most enjoyed and comforting entrée, The Original Orange Chicken.

The Insight

BTOOC offers people with dietary preferences the opportunity to finally experience the fandom of The Original Orange Chicken.

The Many

The Solution

BTOOC is the next original expression of a Panda Express icon. We’re not out to simply live up to the original;

We’re out to break new ground in plant-based and grow something fresh. Beyond the Original Orange Chicken is “plant-based on an original.”

The Results

Our latest campaign yielded impressive outcomes in several key areas of consumer engagement and brand performance metrics. We experienced a significant uplift in consideration and brand preference among our target audience.

Consideration Lift


Brand Preference


lift in sales driven by a successful Q3 campaign