• by Fern Siegel , July 17, 2024

Panda Express is moving in a new creative direction.

The brand, with more than 2,500 restaurants in 11 countries, has hired Opinionated as its new creative AOR.

The account was won after a competitive review. Los Angeles-based The Many was the incumbent.

Opinionated's remit is to develop a strategic marketing platform that will transform a known brand, founded in 1983, into a beloved entity.

The new agency's first work will debut in January 2025 to coincide with the Chinese new year.

“Opinionated’s focus on family, authenticity and transparency played a huge part in our decision to move forward with them. As did their drive to truly understand the Chinese American experience and perspective,” said Fabiola del Rio, vice president, integrated marketing communications, Panda Express. 

The brand’s most recent campaign “However You Panda,” launched in fall 2023 and celebrated the moments and bonds Panda Express fans have with the cuisine.

Media duties are handled by Pal8.

Mark Fitzloff, founder-Chief Creative Officer of Opinionated, added: “Panda Express has a story and a culture that we are eager to express through great creative work that we hope will become as beloved as their orange chicken.”

The Portland, Oregon-based agency's client roster includes Dick’s Sporting Goods, FootJoy, adidas and Drumstick.