Position Panda’s fan-favorite dishes as the catalysts to food rituals, celebrating the individuality and self-expression they inspire by prioritizing attention over impressions with high-impact media placements and creative.
Services
- Brand & Creative Strategy
- Social & Content Strategy
- Media & Investment Strategy
- Measurement & Analytics Strategy
- Brand & Campaign Creative
- Always-On Fast Media & Creator Content
Outputs
- Brand Positioning
- Organic Social
- Target Definition & Sizing
- Communications Planning
- Channel Analysis & Strategy
- Paid Media Planning
- Dashboard Development
- Brand Health Analysis
- Creative Platform
- Campaign Creative
- TikTok/Reels/Shorts
- Meta Content
- Measurement Reporting
- TV & CTV
- Print & OOH
- Digital Video
- Display & Programmatic
- Audio & Podcasts
Grow Perception and Encourage Customers
While Panda Express has very high awareness among its target audience, only 32% are current customers. The challenge for this campaign was to grow perception of the brand and get guests to come to Panda more often in a space where impulse purchase reigns supreme.
We All Have Our Quirks
When we eat our favorite foods, there’s a level of comfort and familiarity that breeds unique quirks, specific modes of eating that are highly habitual and highly individual—some might even call them rituals.
Panda's Fan-Favorites as Catalysts:
We positioned Panda’s fan-favorite dishes as the catalysts to these rituals, and celebrated the individuality and self-expression they inspire. By taking an opportunity to focus on what’s true to Panda Express and specifically what has resonated with Panda guests for generations- we can tap into nostalgia, intergenerational stories and more, to highlight moments created around the core Panda dishes. We shifted Panda Express from a product-driven campaign to a behavior-driven campaign that captures attention and builds affinity.
