"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 part of a holiday campaign that will run on digital and connected TV through the end of the year."
""The timing couldn't be better as we're heading into the season where people want to gather, celebrate, reconnect and spend time together over food," said CMO Sonika Patel. "I see the holiday campaign as an extension of this new brand platform, because 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,"
P.F. Chang's unveiled a new brand platform called "Light the Fire" that highlights wok-based cooking and warm communal dining. The initial rollout appears as a holiday campaign running on digital and connected TV through the end of the year. CMO Sonika Patel framed the timing as ideal for seasonal gatherings and described the holiday spots as an extension of the new platform that emphasizes comfort and connection. The campaign includes a 30-second brand video and a separate holiday spot set to a playful rendition of "Jingle Bells." The chain will amplify influencer-led social content focused on Longlife Noodles and the noodle pull tradition. The efforts aim to reinforce P.F. Chang's multigenerational identity amid industry headwinds.
Read at Restaurant Dive
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