Havas Formula is in the mood for some Chinese food after being selected as the PR and social media agency for quick service restaurant chain Panda Express.
Overseen by its Los Angeles office, Havas Formula will expand the account beyond traditional public relations outreach to support Panda Express’ LTO (limited-time offer) promotions, garner social buzz surrounding marketing campaigns and attempt to "position the brand as an industry thought leader and ambassador of Chinese culture," says the agency.
Havas Formua will also work alongside current Creative AOR Bailey Lauerman, which is based out of Omaha and won the account a couple of years ago.
The majority of Havas Formula’s responsibilities will take place in North America with some additional support. It will focus on select international growth markets, as well as “business concept developments” that Panda is working to bring stateside.
The first external-facing projects include this week’s announcement of Panda’s newest menu innovation, Pacific Chili Shrimp as well as the introduction of Uncle Tetsu Japanese Cheesecake, an international Japanese bakery known for fresh, handmade cheesecakes, which opened doors to its first U.S. location this week in Honolulu.
“This partnership will give us the opportunity to further position Panda Express’ restaurants as the home of authentic American Chinese cuisine,” stated Michael Olguin, president of Havas Formula.
Panda Express operates more than 1,900 locations throughout the U.S., Puerto Rico, Guam, Canada, Mexico, Dubai, Saudi Arabia and Korea.