![]() It is the fifth time Panda Express has tapped into the power of music and lyrics, following previous English and Mandarin mashup covers of iconic songs such as Johnny Cash’s “Ring of Fire,” Billy Ray Cyrus’ “Achy Breaky Heart,” Outkast’s “The Way You Move” and, most recently, “This Magic Moment” from The Drifters. The new campaign banks on the brand’s secret ingredient for cultural bridge-building: music. “The breakthrough creative, heroing the origin alongside the innovation, has captured our guests’ full attention, shattering our industry benchmark for ad completion.” It is the next original expression of a Panda Express icon,” said Fabiola del Rio, vice president of Integrated Marketing Communications at Panda Express. “Beyond The Original Orange Chicken redefines what ‘original’ means in a way that only Panda can. “Orange Chicken has turned over a new leaf,” reads the copy, as a female voiceover intones, “Beyond The Original Orange Chicken … for a limited time. The camera pans out, revealing the kitchen thick in vegetation and the iconic red takeout pails of Panda Express bursting with irresistible bites of flavor and texture as the song crescendos. The shimmering nuggets of “chicken” float into the sauce and fly into the air as the chef masterfully wok-tosses the ingredients together. The :30 spot entices the senses, with the signature orange sauce sizzling deliciously as it hits the smoking wok. The song starts in English with a Jack-in-the-Beanstalk-like growing vine weaving its way through the kitchen and then smoothly transitions to Mandarin as the chef prepares a mouth-watering meal over a flaming stove. “Time of the Season” by classic rock band The Zombies is reimagined into an English and Chinese original to celebrate a limited-time offering of a plant-based take on the brand’s iconic The Original Orange Chicken ®, Beyond™ The Original Orange Chicken™. For more information on where to find Panda Express’s vegan orange chicken, visit their website.In a new campaign created by the world’s largest American Chinese dining concept Panda Express and independent creative and strategic advertising agency The Many, music is once again used to tell a one-of-a-kind product story, while also promoting the company’s larger goal of being a cultural bridge. ![]() Panda Express will roll out the Beyond The Original Orange Chicken dish on July 26th at select locations in New York City and Southern California. Where to Find Panda Express’s Vegan Orange Chicken Whether you plan to stop by a location that will offer the new orange chicken and want to order a few extra dishes on the side or you’re not near one of the trial restaurants and just want to nosh on the nostalgic noms from Panda Express to feel involved, there are a few other vegan options on the permanent menu! White and brown rice, Chow Mein, Vegetable Spring Rolls, Eggplant Tofu, and Super Greens, are the current vegan options at Panda Express. “Creating a fresh new take on a classic favorite is a great and accessible way to introduce plant-based proteins to our guests and perhaps even draw a new audience for Panda.” Vegan Options at Panda Express We know guests’ tastes and preferences have evolved and look to us for variety,” said chef Jimmy Wang, Executive Director of Culinary Innovation at Panda Express. “As the creator of The Original Orange Chicken, Panda has significant brand equity in this staple American Chinese comfort food.
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