Panda Express, the world's largest Chinese restaurant chain, and independent creative and strategic advertising agency 'The Many' have joined forces to create a new campaign with music to tell a unique product story. The new plant-based orange chicken campaign also simultaneously promotes the company's mission to build a bridge between cultures.
'Time of the Season' by classic rock band The Zombies is reimagined into an English and Chinese original to celebrate a limited-time offering of a plant-based take on the brand’s iconic The Original Orange Chicken, Beyond™ The Original Orange Chicken.
"Beyond The Original Orange Chicken redefines what ‘original’ means in a way that only Panda can. It is the next original expression of a Panda Express icon," said Fabiola del Rio, vice president of Integrated Marketing Communications at Panda Express. "The breakthrough creative, heroing the origin alongside the innovation, has captured our guests’ full attention, shattering our industry benchmark for ad completion."
Plant-Based Orange Chicken Campaigns
Panda Express Reimagines Iconic Tune in New Campaign
Trend Themes
1. Plant-based Meat Products - The rise of plant-based meat products is creating opportunities for companies to offer new and innovative products in established markets.
2. Multicultural Marketing Campaigns - Brands that embrace multicultural marketing campaigns are better positioned to connect with a diverse set of consumers and build brand loyalty.
3. Brand Partnerships - Collaborative marketing campaigns like the Panda Express and The Many partnership provide opportunities for brands to amplify their message and reach new audiences.
Industry Implications
1. Fast Food - Fast food chains can create innovative plant-based menu items that cater to changing consumer preferences.
2. Advertising - Innovative advertising agencies like The Many can help brands tell unique stories and connect with audiences in new and creative ways.
3. Music - Music can provide a powerful marketing tool for brands looking to create emotional connections with their audiences and build brand appeal.