P.F. Chang’s has debuted a new brand platform, “Light the Fire,” that centers on the fiery passion of the restaurant chain’s wok-based cooking and warm gatherings around its tables, per details shared with Marketing Dive. The first iteration of the brand platform comes as a part of a holiday campaign that may run on digital and connected TV through the top of the 12 months.
“The timing couldn’t be higher as we’re heading into the season where people want to collect, have fun, reconnect and spend time together over food,” said CMO Sonika Patel. “I see the holiday campaign as an extension of this new brand platform, since it’s the time when people want that warm comfort and connection.”
“Light the Fire” is introduced via a 30-second video focused on the food, friends and families that fill its restaurants, while a separate holiday spot is about to a bouncy rendition of “Jingle Bells.” Both videos are edited in a way harking back to photo montages. The holiday campaign can even see the chain amplifying influencer-led content on social media around its Longlife Noodles — also generally known as longevity noodles — and the tradition of the noodle pull.
“We’re inviting influencers to indulge and luxuriate in the Longlife Noodles in their very own way,” Patel said. “We’re attempting to have some fun while giving guests what they’ve been asking us for a very long time and bringing back [the menu item].”
The brand platform and holiday campaign are a few of the most major consumer-facing moves by P.F. Chang’s since Patel joined as chief marketer at the top of 2024, and are available as restaurants across the industry face economic headwinds. For Patel, the efforts tap into P.F. Chang’s identity as a unique, multigenerational brand.
“For the vacations, it’s considered one of those perfect places where you will note families, friends and even colleagues come together,” Patel said. “We’re attempting to lean into that strength and have fun all those different occasions… those are elements that you’ll see come across each movies for the brand platform, in addition to the holiday extension.”
A social-first foundation
P.F. Chang’s latest brand work taps into insights Patel uncovered when joining the corporate, including an emphasis on nostalgia. To inform how the chain shows up with marketing, Patel has focused on drawing insights from social media chatter, loyalty behavior, transaction data and guest feedback.
As considered one of her first moves as CMO, Patel brought in a new social media team to assist P.F. Chang’s be more culturally nimble. Early efforts include helping a TikTok user in distress in addition to more planned-out work, like a collaboration with Disney around “Freakier Friday” and free food for diners with busted NCAA tournament brackets.
“Social is a very essential a part of our marketing strategy overall, and to be culturally relevant is our No. 1 method to modernize the brand and in addition construct an authentic reference to consumers,” the chief said in a previous interview. “It’s not nearly visibility — it’s about that connection.”
Patel’s tenure at P.F. Chang’s has also coincided with an category-wide focus on value as consumers proceed to face economic pressure. The chain last month rolled out a new menu featuring a collection of $8.99 cocktails, half-sized appetizers and a alternative between medium and traditional entree sizes.
“We wish to remind folks that you don’t must compromise on the experience and the standard,” Patel said of the chain’s approach to value. “We imagine in inexpensive luxury, and we wish to ensure that individuals have that elevated dining experience with each flavors and a great time but at prices that feel accessible.”
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