""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.""
""We're inviting influencers to indulge and enjoy the Longlife Noodles in their own way," Patel said. "We're trying to have some fun while giving guests what they've been asking us for a long time and bringing back [the menu item].""
P.F. Chang's debuted the "Light the Fire" brand platform centered on wok-based cooking, culinary passion and warm gatherings around its tables. The platform's first iteration runs as a holiday campaign on digital and connected TV through the end of the year. A 30-second spot focuses on food, friends and families, while a separate holiday spot features a bouncy rendition of "Jingle Bells" and photo-montage-style edits. The campaign amplifies influencer-led content around Longlife Noodles and the noodle-pull tradition, inviting influencers to engage and helping bring back the menu item. The effort aims to leverage P.F. Chang's multigenerational identity amid industry economic headwinds and holiday gathering moments.
Read at Marketing Dive
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