For their Spring/Summer promotion, Panda Express is offering a health-conscious (“wok smart”) dish called Pacific Chili Shrimp. We were tasked with telling the story of this healthy dish through in-store materials and a TV spot. See examples below.
Menu translites in-store focused on a hero overhead shot of the food and an action shot of the dish being wok-tossed. The food had to be front and center with emphasis on the presence of fresh veggies and the light nature of the dish.
The Iron Man sign greeting customers at the entrance of every store showed the dish deconstructed in order to emphasize the fresh ingredients used in it. The color blue was used throughout the promotional materials to suggest the connection between water and seafood. Steam table slat and cling called the attention of customers to the new limited-time addition to the Panda menu.
A TV spot was created showcasing the fresh nature of Pacific Chili Shrimp, showing close ups of the step by step preparation of the dish, wok-tossed three times in a sweet and tangy ginger, garlic sauce.
CCO: Carter Weitz