Panda Express, America’s favorite Chinese kitchen, retained Havas Formula as the company’s public relations and social media agency. The award-winning agency was selected to execute earned media brand storytelling through integrated PR and social media strategies and support for guest promotional efforts that drive the brand’s continued growth and positioning.
With more than 1,900 restaurant locations around the world, Panda Express is America’s largest family-owned Chinese restaurant. Since its formation in 1983, the company has successfully expanded from coast to coast, delivering on Andrew and Peggy Cherng’s inspiration of bringing people together to share joy and experience the bold flavors of American Chinese cuisine.
“Havas Formula was selected due to its proven track record in developing integrated marketing campaigns and implementing best-in-class public relations and social media programs,” says Dave Wallinga, vice president of guest marketing, Panda Express. “Throughout the pitching process, the agency demonstrated a deep understanding of our core consumer and the Panda Express brand, including our rich traditions and heritage.”
Building on traditional public relations outreach, Havas Formula will also support Panda Express’ LTO promotions, garnering social buzz surrounding marketing campaigns, and positioning the brand as an industry thought leader and ambassador of Chinese culture.
“We are very excited to work with such an iconic, family-built brand,” says Michael Olguin, president of Havas Formula. “This partnership will give us the opportunity to further position Panda Express’ restaurants as the home of authentic American Chinese cuisine, by applying our extensive expertise in the [quick-service], food, and lifestyle spaces.”
The account will be spearheaded out of Havas Formula’s Los Angeles office.