Raindrop rolls out Hello Panda campaign

Raindrop has launched an omnichannel campaign for Meiji Hello Panda, aiming to expand the snack brand’s appeal among Millennial and Gen Z parents while driving awareness, trial and repeat purchase.

The campaign, titled Panda-Monium 2.0, supports Hello Panda, owned by Meiji America, the US subsidiary of Japan-based Meiji Co., Ltd.. The product features hollow cookies with creamy fillings, each decorated with panda characters playing different sports.

Blending live action and animation

At the centre of the campaign are two 30-second TV spots featuring a brother and sister competing during soccer practice. Raindrop combines live action, animation and stylised art direction to create diorama-like worlds, from soccer fields to skate parks and gymnastics studios.

The creative is designed to reflect children’s creativity and energy, while reinforcing product attributes relevant to parents, including the absence of peanuts and high fructose corn syrup. The agency states that the visual approach avoids traditional snack advertising conventions in favour of a cinematic style that highlights moments such as scoring a goal or taking a bite.

The TV spots are supported by video and static assets adapted for paid and earned social media, as well as out-of-home placements.

Targeting growth markets

The campaign launches in February across OTT, YouTube and Meta channels. Activity runs through the end of March in San Diego, San Antonio, Dallas/Fort Worth and Houston, markets where the brand recorded strong sales growth in 2025.

Media placements align with the Winter Olympics to capitalise on increased sports viewership and engagement. A second phase begins in April, extending across out-of-home, display and social, supported by a dedicated campaign landing page and timed to coincide with spring, summer and autumn sports seasons and the back-to-school period.

Jacques Spitzer, CCO & CEO, Raindrop: "Adorable. Cute. Yummylicious…whatever you want to call it, we are loving the Panda-filled world we are building with Hello Panda. It has been so incredibly entertaining to unlock the universal appeal of this unique snack that is crunchy, creamy and unlike anything else on the market."

Geoffrey Guilfoile, Director of Marketing, Meiji America: "Our creative features a spirited and competitive dynamic between a brother and sister who share their love for soccer, which pairs naturally with the energy and emotion of tournament-season storytelling. This work rings so true to our brand. It blends friendly sibling rivalry, real sports excitement and signature Hello Panda charm into a story that feels both timely and timeless."

With Panda-Monium 2.0, Raindrop aims to build sustained brand momentum by connecting product storytelling with family life and youth sports culture.

www.raindrop.agency

www.meijiamerica.com

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