For Panda Express superfans, Honey Sesame Chicken Breast is legendary.
In fact, since the last time HSCB was in stores, there were over 2,548 mentions of the dish across the internet. We even noticed that no matter what was being discussed, a Panda Fan was almost guaranteed to ask for its return. Our team was tasked with bringing back a fan favorite—and inviting new fans to join in the sweet honey sesame goodness
The fans who made Honey Sesame Chicken Breast one of the brand’s highest performing LTOs and most requested dish are the reason Panda Express brought it back. And so, the “Brought to You by You” campaign was born.
We went back through an entire year of tweets and left responses to all mentions of the dish. Some responses were honey-soaked gifs, others were semi-cryptic fortune cookie fortunes.
As the campaign revved up, we capitalized on fan passion by launching the “Brought To You By You” weekly challenges on Instagram and Facebook Stories. In each challenge, we asked fans to prove the depths of their love. We had fans dancing, singing, and changing their names—all to win the sweet reward of free Honey Sesame Chicken. We even got SF 49ers tight end and self-proclaimed Honey Sesame Chicken superfan, George Kittle, in on the action.
The iconic Panda Express superfan and NFL tight end read the names of everyone from the Internet who asked for the dish to return.
This was the brand’s most participatory social campaign to date, driving an unprecedented rise in conversation and fan involvement. In addition to growing brand love, “Brought to You by You” grew sales of HSCB, beating Panda Express’ sales goals for the dish. All because we gave credit where it was due: to our passionate, amazing fans.
