Ex-Bozell CD Crafts Panda Express Ads
LOS ANGELES–Ken Sakoda’s first TV work since leaving Bozell Worldwide earlier this year is a series of spots breaking in Las Vegas for South Pasadena, Calif.-based chinese fast-food chain Panda Express.
Sakoda was the creative director on three 30-second spots from Golden Spike Resources Group, Los Angeles, that tout the tradition, fresh ingredients and friendly atmosphere at Panda Express, a chain with over 300 units in 32 states. All of the spots use the tagline, “Far east of ordinary fast food.”
Spending on the campaign was undisclosed. Peggy Cherng, president and chief executive of Panda Management Co., Panda Express’ parent company, said the ads will be tested in Las Vegas for six weeks, and then in San Diego. If deemed effective for brand-building, they will roll out to other markets.
Panda Express established itself with mall locations, but is opening more stand-alone units.
A founding principal of Bozell Worldwide’s Costa Mesa, Calif., office, Sakoda is working on a project basis for Golden Spike. Steve Pettise, a principal at Golden Spike, was vice president of marketing at IHOP when the company was a Bozell client.