In their natural habitat in China, panda bears eat almost nothing but bamboo. Does that mean they’re an odd choice as ambassadors for a new beef-centered menu item at a restaurant? Not when the restaurant is Panda Express, a leading Chinese quick-service chain with more than 1,000 outlets.
Several weeks before the company made the announcement about their menu addition; they sent a teaser mailing to restaurant and marketing trade media. A plain white box contained two plush pandas labeled Tom-Tom and Eddie. An accompanying card read, “Experience Pandamonium at Panda Express,” and urged recipients to check their email for “big, beefy news.”
“What’s more lovable than plush panda bears?” asks Kimberly Porrazzo, VP of client services at a marketing agency, the PR firm promoting the launch. “It was a natural link to the new Beijing Beef menu item and the comprehensive advertising campaign, which included a 12-state television campaign, six-market radio campaign, and an outdoor advertising campaign.”
A follow-up email explained that the chain was “stirring up ‘pandamonium’ with its new dish, Beijing Beef” and gave details about the dish as well as the ad campaign.
“Editors and reporters said they loved the panda bears, as well as the food drop that was enjoyed by select editors,” Porrazzo says. “It certainly broke through the clutter, and we are still monitoring results.”
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