---
title: "However You Panda: Behavior-Driven Campaign"
url: https://stacklist.com/card/d411bca9-d28e-42cf-ab41-074ac678eca5
source_url: "https://themany.com/projects/however-you-panda"
stack: https://stacklist.com/c/business/stack/9264d1ed-04a3-4cc4-b89e-89ab999387b6
summary: "However You Panda is a behavior-driven brand platform that positions Panda Express fan-favorite dishes as catalysts to food rituals, celebrating individuality and self-expression through high-impact media placements. The campaign shifts Panda Express from product-driven messaging to behavior-driven storytelling, tapping into nostalgia and intergenerational connections to grow brand perception and increase customer frequency."
tags: "brand-strategy, behavior-driven, panda-express, social-content, campaign-creative, customer-engagement"
key_entities: "Panda Express (organization), behavior-driven marketing (concept), food rituals (concept), brand positioning (concept), TikTok (technology), Meta (technology)"
classification: "analysis"
content_hash: "sha256:8bc3671dc4b6f5e89dd508f1fbdf59b12fadc3e1f0517b83820bfbd6450a7a15"
acp_version: "0.2"
token_counts_approximate: 604
visibility: public
agent_accessible: true
status: "final"
---

# However You Panda: Behavior-Driven Campaign

Position Panda’s fan-favorite dishes as the catalysts to food rituals, celebrating the individuality and self-expression they inspire by prioritizing attention over impressions with high-impact media placements and creative. Services Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Outputs Brand Positioning Organic Social Target Definition & Sizing Communications Planning Channel Analysis & Strategy Paid Media Planning Dashboard Development Brand Health Analysis Creative Platform Campaign Creative TikTok/Reels/Shorts Meta Content Measurement Reporting TV & CTV Print & OOH Digital Video Display & Programmatic Audio & Podcasts Grow Perception and Encourage Customers While Panda Express has very high awareness among its target audience, only 32% are current customers. The challenge for this campaign was to grow perception of the brand and get guests to come to Panda more often in a space where impulse purchase reigns supreme. We All Have Our Quirks When we eat our favorite foods, there’s a level of comfort and familiarity that breeds unique quirks, specific modes of eating that are highly habitual and highly individual—some might even call them rituals. Panda's Fan-Favorites as Catalysts: We positioned Panda’s fan-favorite dishes as the catalysts to these rituals, and celebrated the individuality and self-expression they inspire. By taking an opportunity to focus on what’s true to Panda Express and specifically what has resonated with Panda guests for generations- we can tap into nostalgia, intergenerational stories and more, to highlight moments created around the core Panda dishes. We shifted Panda Express from a product-driven campaign to a behavior-driven campaign that captures attention and builds affinity. Have a similar project in mind? We’d love to talk about it. Contact Information Name* Email* Phone* Subject* Select an option... Project Details Message* Solutions of Interest Brand & Creative Strategy Social & Content Strategy Media & Investment Strategy Measurement & Analytics Strategy Brand & Campaign Creative Always-On Fast Media & Creator Content Creator Content Branded IP & Programming Media Execution & Reporting Breakthrough Experiential Submit Inquiry