Panda Express is appointing The Many as the Asian dining chain’s U.S. creative agency of record following a formal review held virtually during the pandemic.
The assignment includes brand strategy, creative, planning and production across TV, video, out-of-home and in-store.
Last year, Panda Express and agency Wolfgang introduced the “Asian-American Originals” campaign timed to coincide with Asian Pacific American Heritage Month in May. The messaging showcased famous Asian personalities including Olympic Gold Medal-winning snowboarder Chloe Kim and actor/dancer Harry Shum Jr.
The company spent $8.71 million on advertising in 2019, according to Kantar Media.
Now, The Many says it will partner with the Panda team to build a vision for elevating the brand as an American Chinese trailblazer.
“Not only does the brand have an inspiring history and ambitious creative appetite, but it has demonstrated years of operational excellence that we hope to learn from to become an even better agency,” says Amir Haque, partner, business strategy and growth, The Many.