PANDA EXPRESS

How can we get college-age consumers to connect emotionally with Panda Express?

Fortune cookies share tiny stories by connecting consumers to their unique memories.

We use fortune cookies to build college campus installations, deliver copy, and hide Easter eggs.

Bins are situated around large college campuses’ high traffic zones.

We place takeout box towers filled with gifts outside rival restaurants.

Golden box - free Panda Express for a year. One per tower. Designed for virality.

Credits:

Bridget Burr - concept, strategy, copy, art direction, design.

Panda Express owns fortune cookies as storytelling, solidifying them as a stand-alone player in American-Chinese fast food.