AgencySpy posted on Panda Express choosing Opinionated as its new White advertising agency.
The Panda Express VP of Integrated Marketing Communications gushed, “Opinionated’s focus on family, authenticity, and transparency played a huge part in our decision to move forward with them. As did their drive to truly understand the Chinese American experience and perspective.”
Okay, except based on the people section of the agency website, it appears Opinionated lacks legitimate diversity that might lead to Chinese American culinary and cultural competence.
What’s more, AgencySpy revealed Opinionated “tapped key players from TDW + Co”—a multicultural marketing shop—to presumably gain enlightenment. This is a common tactic for White advertising agencies, albeit often a crumby consolation con for consultants of color.
And that’s no ancient Chinese secret.
Panda Express Names Opinionated as its New Creative AOR Following a Competitive Pitch
By Kyle O’Brien
Chinese restaurant chain Panda Express has selected independent agency Opinionated as its new creative AOR. The win follows a competitive review that launched in January and was led internally by the brand.
Panda Express—with more than 2,500 stores, 50,000 associates and nearing $6 billion in sales—is looking to the Portland, Oregon-based Opinionated to develop a strategic marketing platform that will elevate it from a well-known brand to a beloved one. The first campaign under the platform is expected to debut in January 2025 to coincide with the Lunar New Year, and will embrace the brand’s unique and rich Chinese American heritage.
Founded in 1983 at the Glendale Galleria in California, Panda Express is the largest family-owned and operated Asian dining concept in America. It is also one of the most successful restaurants in its category, regularly outperforming the QSR/fast casual industry.
The pride in its heritage and values was apparently a key element of Opinionated’s pitch and, coupled with its unique insights into the brand, played a key role in Panda Express’s decision to award the agency the business.
“Opinionated’s focus on family, authenticity and transparency played a huge part in our decision to move forward with them. As did their drive to truly understand the Chinese American experience and perspective,” said Fabiola del Rio, vp, integrated marketing communications, Panda Express. “We have a deep understanding of American Chinese food and culture at Panda Express and hadn’t required that expertise of the agencies, but Opinionated tapped key players from TDW + Co, a community based multicultural marketing agency, and came at our business as one solid team with a strategic vision for our brand—and they nailed it.”
The brand’s most recent campaign “However You Panda,” launched in Fall 2023 and centered on a series of spots that celebrated the human moments and heartfelt bonds Panda Express fans have with the cuisine. That work was created by former creative AOR, L.A.-based The Many. Prior to The Many, Panda Express worked with creative consultancy Wolfgang.
Media duties, which were not up for review, are handled by Pal8.
“We went into this pitch with a lot of passion for the heart of what Panda Express stands for as a brand,” said Mark Fitzloff, founder and chief creative officer of Opinionated. “Panda Express has a story and a culture that we are eager to express through great creative work that we hope will become as beloved as their orange chicken.”
Panda Express marks the latest in a string of new-business wins for Opinionated. Over the past year, the agency has added Dick’s Sporting Goods and FootJoy to its client roster, while also growing its partnerships with Adidas and Drumstick.
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