HSCB:
Brought To You By You

client: panda express
CCO: John Reid
Strategy: Neeti Newaskar
role: creative director
COPY: Michael Lim, Dan aguinaga
Art: alex king, zach morrison
community Manager: andi guitierrez
Account supervisor: Megan Powers

JTBD: (Wok)fire up chatter around Honey Sesame Chicken Breast

THE INSIGHT: People always seem to be asking Panda to bring back Honey Sesame Chicken Breast.

THE CREATIVE STRATEGY: Let’s give the fans what the fans want: Honey Sesame Chicken Breast. It’s back and Brought To You By You. Our campaign celebrates the return of this limited time offer by celebrating the people who so passionately and (sort of) patiently asked for this dish.

THE RESULTS: A few cease-and-desist warnings from Facebook later, Brought To You By You became Panda’s most participatory social campaign to date. It not only grew brand love but also helped Honey Sesame Chicken Breast surpass sales goals, selling out early in almost 40% of its stores.

After some social listening, we heard the fans loud and clear:

And to those passionate requests, we answered:

We teased the dish’s return by way of custom fortune-cookie-esque deep-scroll replies and delicious honey sesame coated posts.

a sampling of our deep like fortunes

and teasery Honey Sesame Coated Messages

Okay, enough with the teasing, on to phase 2: IT’S BACK! #BroughtToYouByYou. And You and You and You.

we created paid ads that earned some free sponsorships

We also recruited one of our most enthusiastic fans, tight-end George Kittle, to continue the lovefest with the rest of our enthusiastic fans.

Now that HSCB was back on the menu, we wanted to keep the fan love going strong. So we challenged fans to put their honey where their mouth is.

challenges were issued through Instagram & Facebook Story Polls

From writing original love songs to DMing us at 1:43AM to adding Honey Sesame Chicken Breast to their professional profiles, our amazing fans did not disappoint.

Here are some fun numbers for those of you who are like me and like numbers:

fans who said:
challenge accepted

1,697

Increased conversation
in the first month by

849%

Increased 2018-2019 YOY launch week chatter by

270%

almost 40% of the 2000
stores sold out early

789

And now it’s time to say goodnight and goodbye.