Panda Categorical, the biggest family-owned and operated Asian eating chain in America with 2,500 places and $6 billion in 2023 gross sales, has shifted its advertising and marketing to be extra consumer-centric relatively than promotion and product centered.
The purpose with “Have You Eaten But” was to replicate “how Panda Categorical reveals up on this planet—as a result of at its core, feeding individuals is an act of affection,” mentioned Cameron Soane, affiliate artistic director at Opinionated, noting that the content material goals to seize “all the enjoyment, chaos, and coronary heart of household.”
The most recent advert comes shortly after the model and company debuted the “Have You Eaten But?” tagline with a Lunar New 12 months marketing campaign that went viral. The long-form video, referred to as “The Invitation,” snagged 140 million impressions, surpassing all KPIs, per Panda Categorical.
The model plans to amp up its media purchase across the new iteration, and first nationwide rollout, of the “Have You Eaten But?” platform, with the hero advert, together with 30- and 15-second cutdowns, working throughout linked TV and on-line video. A wealth of social content material will observe, in addition to digital out-of-home advertisements.
And on the experiential entrance, karaoke-inspired pop-ups are deliberate in choose Panda Categorical places across the nation. Particulars of the tour had been nonetheless coming collectively, per the model, which wouldn’t specify if the marketing campaign’s aunties would make any IRL cameos.
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