AMPLIFYING AFFINITY: PANDA EXPRESS AND THE MANY UNVEIL ‘HOWEVER YOU PANDA’ CAMPAIGN TO BOOST BRAND CONSIDERATION

Strategically Curated to Elevate Brand Engagement through Innovative Design and Media Synergy

While Panda Express is a notable player in the QSR domain, a pivotal opportunity lies in converting its widespread recognition into increased brand consideration to achieve incremental business growth. In partnership with The Many, The Many Studios, and Pal8 Media, Panda Express unfurls the “However You Panda” campaign. This initiative brings media insights and in-market digital strategy to the forefront of a traditionally siloed creative process, working symbolically to redefine the Panda Express story and engagement trajectory.

Crafting a Cohesive Brand Narrative through ‘Connections’:

“However You Panda” represents a new zenith in brand storytelling, illuminating the essence of Connections. In this bespoke approach, brand resonance, media insights, and social strategy converge, unveiling a refined method of brand expression in the market. Whether it’s the allure of a billboard, the engagement of a social media post, or the resonance of a TVC, every component is woven into the fabric of the brand’s narrative, forging a brand experience that not only meets but exceeds industry expectations, aimed at closing the gap between awareness and consideration for the brand.

An Elevated Cultural Experience Rooted in Reality:

“However You Panda” isn’t merely a showcase of dishes; it plunges into the diner’s tangible moments with the brand over savoring the food. Beyond their offerings, the campaign accentuates the seemingly personal tactile experiences tied to Panda Express’s dishes. Imagine the tangy splash of the Original Orange Chicken®, the creamy decadence of Honey Walnut Shrimp, the robust savoriness of Broccoli Beef, or the hearty bite of Black Pepper Angus Steak, each bite inviting a flood of memories and experiences. It’s about the genuine, unscripted moments: the inadvertent spill of sweet and sour sauce staining your shirt, the playful squabble over the last Cream Cheese Rangoon, or the warm act of sharing Veggie Spring Rolls with your daughter. These instances aren’t just about enjoying a meal; they’re about creating and reliving memories, thereby deepening the connection with Panda Express.

Fabiola Del Rio, VP of Integrated Marketing Communications at Panda Restaurant Group, reflects, “Our initiative goes beyond just serving food; it’s about recreating simple moments that stay with us.  Those spills, the glee of sharing, and the pure joy of indulging – this campaign reconnects with those feelings, blending them seamlessly with our strategic vision.”

Credits

• Client:  Panda Express
• Client Team: Danny Aguilar, Fabiola Del Rio, Joe Kim, Andrea Cherng, Fei Wong, Sisi Zhang, Paige Hasama, Rachel Marie Evaristo, Alex Tsao, Elaine Suh-Bartlett, Kevin Tinglof, Vince Chau

• Campaign Title: However You Panda
• Agency: The Many  
• Head of Creative: Joshua Paialii
• Creative Director: Jacque Vavroch
• Creative Director: Amy Matheu
• Associate Creative Director: Scott Menzie
• Sr. Designer: John Duch
• Production Designer: Megan Smith
• Jr. Copywriter: Eli Shapiro
• Sr. Project Manager: Christina Orozco
• Managing Director, Growth: Maggie Cadigan
• Sr. Brand Director: Alli Adamonis
• Sr. Brand Director: Maggie Lannon
• Group Strategy Director: Ashleigh Edwards
• Associate Strategy Director: Danny Schotthoefer
• Sr. Social Strategist: Cassie Conklin
• Social Strategist: Genevieve Whitaker
• Community Manager: Genevieve Whitaker
• Managing Director, Connections: Davis Jones
• Group Media Director: Crystal Chou
• Media Director: Brittany Goode
• Business Affairs: Lucy Campos
• Agency Executive Producer: Chloe Scott
• Agency Sr. Producer: Brooke Horne
• Agency Producer: Matthew Simpson

TVC

• Production Company & City: Feel Films, London UK
• Director: Tom Wilson
• Executive Producer: Nick Hirschkorn
• Production Manager: Jules Kueffer
• Director of Photography: Adam Frisch
• Post Producer: Jonlyn Williams
• Editor: Chris Hall
• Editor: Nick Gartner
• Assistant Editor: Isaac Ruth
• Color: Matt Schwab
• Sound: Peter Lapinski
• VFX/Clean Up: Verdi

Social

• Production Company & City: The Many Studios
• Director: Evan Tanaka
• Agency Producer: Brooke Horne & Matthew Simpson
• Executive Producer: Chloe Scott
• Editor: Evan Tanaka
• Retoucher: Rusty Sena

OOH / POP

• Production Company & City:  2D Creative, New York
• Photographer: Alex Lau
• Agency Producer: Brooke Horne
• Executive Producer: Shauna Candella
• Line Producer: Camilla Carey
• Retoucher: Rusty Sena

Source: The Many

  Advertising, Campaign, Pal8 Media, Panda Express, Panda Restaurant Group, The Many, The Many Studios