Heart, Humor & Hype: How Panda Express Turned Storytelling into a 360° Brand Experience

In today’s crowded media landscape, brands that break through are the ones that make people feel something—and maybe even laugh. In this session, Panda Express VP of Marketing Fabiola del Rio and Opinionated Director of Strategy Dave Daines share the inside story of how the “Have You Eaten Yet?” campaign used heartfelt cultural storytelling, karaoke-singing aunties, and a clear, confident brand position to turn a simple idea rooted in care into an emotionally resonant, category-defining moment. From viral videos and in-store activations to the internal culture that shaped the work, we’ll unpack how Panda Express embraced its identity as American Chinese comfort food and built a campaign that was as strategic as it was soulful.

 

You’ll learn how to:

Whether you’re launching a new idea or reimagining your brand’s role in culture, this session offers a behind-the-scenes look at how Panda Express made people feel seen—and hungry.