Industry News | May 21, 2001

Panda Express Unviels Timely Campaign

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Panda Express, the nationwide Chinese quick-serve, debuts a series of three new creative television commercials to support its 'Festival of Spring' promotion this month. Beginning May 21, the mix of 15- and 30-second spots will run in Los Angeles, Las Vegas, Phoenix, and Salt Lake City.

Paying homage to true Panda fans, the ads take a tongue-in-cheek look at "customers" who love Panda Express as well as announce the 'Festival of Shrimp' promotion. The documentary-style commercials introduce Panda enthusiasts, while offering a fun view of Panda Express.

"The campaign is a great opportunity to show who Panda Express is and how people respond to the brand," says Vicki Gelberg, vice president of marketing for Panda Management Company, the family-owned parent company for Panda Express.

In addition to television commercials, Panda Express will launch new outdoor advertising for billboards and BART stations in Northern California throughout June and August to support the 'Festival of Shrimp' promotion.

'Festival of Shrimp', which runs from May 20 to August 11, will feature eight shrimp entrees, with favorites like Black Pearl Shrimp with fresh asparagus, Shrimp with Sugar Peas in Oyster Sauce, and Spicy Shrimp with Cashews. Panda Express customers can add a shrimp entrée to their combination meal for $1 each.

Panda Express has more than 370 locations throughout 34 states, Puerto Rico, and Japan, and serves as part of the family-owned, South Pasadena, California-based Panda Management Company, Inc.