Panda Express Encourages Generosity with Its New 'Fortunate Cookies'
Katherine Pendrill — July 27, 2016 — Marketing
References: foxbusiness & brandeating
In an effort to inspire "thoughtful generosity," the fast food chain Panda Express has rebranded its fortune cookies as 'Fortunate Cookies.' Designed as a way for the chain to show appreciation for its customers and employees, the new cookies offer inspiring messages that go beyond the vague predictions found inside traditional fortune cookies.
The new Fortunate Cookies will replace the chain's existing fortune cookies at all Panda Express locations until August 10th. The new cookies will include 'FortuNotes' that convey messages of gratitude and giving such as "Fortunate that you believe in me" and "Fortunate for your love." Customers are then encouraged to post these inspiring messages to social media using the hashtag #ShareGoodFortune.
The new campaign is part of a growing effort of the part of brands to connect with consumers on a more emotional level. As Panda Express’ Chief Marketing Officer Andrea Cherng explains, "The goal is that they will pause and stop and acknowledge the people in their lives that they feel most fortunate for."
The new Fortunate Cookies will replace the chain's existing fortune cookies at all Panda Express locations until August 10th. The new cookies will include 'FortuNotes' that convey messages of gratitude and giving such as "Fortunate that you believe in me" and "Fortunate for your love." Customers are then encouraged to post these inspiring messages to social media using the hashtag #ShareGoodFortune.
The new campaign is part of a growing effort of the part of brands to connect with consumers on a more emotional level. As Panda Express’ Chief Marketing Officer Andrea Cherng explains, "The goal is that they will pause and stop and acknowledge the people in their lives that they feel most fortunate for."
Trend Themes
1. Emotional Connection Marketing - The trend of brands connecting with consumers on a more emotional level opens up opportunities for innovative campaigns like Panda Express' 'Fortunate Cookies' that inspire thoughtful generosity.
2. Social Media Engagement - The rise of social media as a platform for engagement allows brands to encourage customer participation and promote their values, as seen in Panda Express' campaign involving the hashtag #ShareGoodFortune.
3. Reimagining Tradition - Brands can disrupt established practices by reimagining traditional elements, as Panda Express did by replacing traditional fortune cookies with 'Fortunate Cookies' that offer inspiring messages.
Industry Implications
1. Fast Food - The fast food industry can adopt creative campaigns like Panda Express' 'Fortunate Cookies' to create more meaningful connections with customers.
2. Marketing and Advertising - The marketing and advertising industry can explore strategies that focus on emotional connection and customer participation, like Panda Express' campaign involving social media engagement.
3. Confectionery - The confectionery industry can innovate by reimagining traditional products, as seen in Panda Express' rebranding of fortune cookies as 'Fortunate Cookies' with inspiring messages.
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