Five Flavor Shrimp is the latest spring dish from Panda Express. Wok-tossed to perfection this flavorful dish is light and airy and a better-for-you option featuring premium quality shrimp and freshly-cut veggies. To tell the full story of the dish and cover all the messaging imperatives (Simply Delicious, Complex Flavors, Quality Ingredients, Better-For-You / WokSmart), different promotional materials throughout the store were created.
The main translite focused on showcasing the beautiful and delicious food, as well as introducing the message “Count on delicious” that not only was play on words with the word “count” and the name “Five Flavor Shrimp” but also boldly stated a promise Panda Express is making to their guests. The dish was plated in a custom made five-sided bowl to enhances the idea of the five flavors in the dish.
The supplemental translite focused primarily on the quality ingredients building up this dish by showing them in a clean organized fashion with the flavorful sauce in the middle.
To further emphasize the fresh quality of the ingredients and to introduce the five flavors i the dish an iron man sign was created creating guests as they entered the store.
Slat and steam table clings carried the blue theme of the campaign and reinforced the “Count o delicious” message.
The beverage merchandiser showed a delicious bite from the dish and focused on explaining the complex interaction among the five flavors in the dish. Sweet balances sour, sour enhances umami, umami balances bitter, bitter enhances salty, salty balances sweet.
The pole sign turned the dish into a lunchtime or dinnertime combo meal paired with a drink.
The out-of-home boards introduced Five Flavor Shrimp and conveyed the message of deliciousness. For a greater impact extension boards were created showing the five-sided bowl bigger than ever.
Website and online banners were created to promote the dish. Based on the viewer’s interest targeted banners send the person to a different landing page. Banner ads targeting shrimp lovers send people to the page talking about the premium quality of the shrimp, health-conscious viewers were sent to a page dedicated the fresh ingredients that talked about the “better-for-you” choice, and the third target focused on foodies interested in trying new flavors thus those banners took them to a page showcasing the complex five flavor profile of the dish.
TV spot focused on telling a love story between two strangers who met serendipitously at Panda Express after having a day of near misses. When all it comes together at panda Express.
Chief Creative Officer: Carter Weitz
Group Creative Director: Marty Amsler
Copywriter: Hannah Husman
Art Director: Dessi Price
Associate Designer: Bri Harding
Associate Creative Director, Digital: Dan Cooper
Associate Designer, Digital: Brett Bass
Account Supervisor: Ellie Charter
Account Executive: Courtney Kottich
Producer: Sally Mars Production
Production Company: Little Minx
Director: Augusto Fraga
Executive Producer: Jennette MacLachlan, Rhea Scott
Line Production: Sean Hobbs
Post Supervisor: Rochelle Savory
Editorial: Logotipo Light Collective
Editor: Marcos Castiel
Executive Producer: Judit Gassol
Finishing / VFX Company: Ntropic
Executive Producer: Michelle Hammond
Composer: Matt Bobb
Sound Design/Mix: Matt Bobb