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Panda Express Shares a Magic Moment for Launch of Crispy Almond Chicken Breast

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New Spot by The Many celebrates the crunchy innovation of the latest Panda Express offering

Panda Express Shares a Magic Moment for Launch of Crispy Almond Chicken Breast

Panda Express and The Many are back with more mouth watering work! This time, the two partnered to celebrate one of the most exciting launches in the history of the fast-casual American Chinese restaurant–the new Crispy Almond Chicken Breast.

The new chicken dish that has been crafted by the wok masters at Panda Express over the last four years made its debut last week on August 11th. Featuring raised without antibiotics chicken breast, a signature puffed rice breading, garlic soy sauce and slices of crunchy almond, Crispy Almond Chicken Breast highlights Panda’s continued advancement towards innovative cuisine using quality ingredients and new flavours for guests’ love of the brand’s chicken dishes. 

The :30 spot, created with The Many, director Paul Butterworth and production company Octopus, celebrates the crunchy innovations that make Crispy Almond Chicken Breast stand out from a crowded category of crispy, crunchy chicken options.

Set to the classic track 'This Magic Moment' by The Drifters but sung in English and Mandarin, audiences follow the journey from wok to bowl, watching as the puffed-rice breading is crisped, sauced, tossed and admired by wok master and hungry guest alike. 

“The Mandarin rendition of ‘This Magic Moment’ was a perfect opportunity for us to continue to create a bridge between Chinese and American cultures. With such an iconic song, there was no doubt that listeners would be able to recognise it regardless of what language they spoke,” Cameron Bell, senior art director, The Many. “Additionally, the lyrics to the track matched up perfectly with the launch of this new product, as the ‘Magic Moment’ speaks directly to the first time a consumer experiences their first crunchy bite into a piece of Crispy Almond Chicken Breast.” 

To ensure the delicious experience came through to all the senses, The Many crafted custom sound design and unique visual approaches that work together to highlight the audible crunch and unique flavours of the dish.

The :30 started airing this week on Monday, August 16. Hungry fans of the brand can get their hands on their own orders of Crispy Almond Chicken Breast at their local Panda Express restaurants.

This is the second music-infused spot creation for Panda Express in partnership with The Many. This past spring, the fast-casual Chinese restaurant aired its Wok-Seared Shrimp and Steak spot set to hip-hop duo OutKast’s popular song 'I Like The Way You Move.'

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CREDITS

Client: Panda Express

Executive Director, Marketing Communications: Kevin Holmes

Senior Brand Marketing Manager: Nancy Ong

Associate Brand Marketing Manager: Paige Hasama

Creative Design Associate Manager: Alex Tsao

Agency: The Many

Senior Brand Director: Kylie Wu

Associate Director of Project Management: Svetlana Kornilova

Group Strategy Director: Ashleigh Edwards

Strategy Director: Kara Mullikin

Creative Director: Josh Paialii

Senior Creative, Copywriter: Evan Chiplock

Senior Creative, Art Director: Cameron Bell

Design Director: Jorge Andrade

Senior Designer: Amy Woo

Designer: John Duch

Producer: Kim Vorse

Producer: Gerry Romero

Production Company: Jojx

Executive Producer: Jackson Morton

Executive Producer: Joe Care

Executive Producer: Pedro Aragão de Oliveira

Executive Producer: Sam Cohan

Director: Paul Butterworth

Line Producer: Cliff Schumacher

Production Supervisor: Lauren Bates

Production Coordinator: Ciara Rodriguez

1st AD: Robert Thoren

DP: Mike Reyes

Production Designer: Gary Matteson

Food Stylist: Kimberly Huson

Post Production: The Den Editorial

Post Producer: Mike Gut

Colorist: Luis Silva

Online Artists: Eric Mason / Gabe Sanchez

Editor: Katie Cali

VFX Artist: Eric Mason


Sound Design and Mix: Beacon Street

Music Re-Record: MAS

Genres: People

Categories: Fast food, Retail and Restaurants

The Many, Tue, 17 Aug 2021 18:55:32 GMT