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, while a separate holiday spot is set to a bouncy rendition of “Jingle Bells.” Both videos are edited in a way reminiscent of photo montages. The holiday campaign will also see the chain amplifying influencer-led content on social media around its Longlife Noodles — also known as longevity noodles — and the tradition of the noodle pull.
“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].”
The brand platform and holiday campaign are some of the most major consumer-facing moves by P.F. Chang’s since Patel joined as chief marketer at the end of 2024, and come 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 holidays, it’s one of those perfect places where you will see families, friends and even colleagues come together,” Patel said. “We’re trying to lean into that strength and celebrate all those different occasions… those are elements that you will see come across both films for the brand platform, as well as the holiday extension.”
A social-first foundation
P.F. Chang’s latest brand work taps into insights Patel uncovered when joining the company, 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 one of her first moves as CMO, Patel brought in a new social media team to help P.F. Chang’s be more culturally nimble. Early efforts include helping a TikTok user in distress as well as 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 important part of our marketing strategy overall, and to be culturally relevant is our No. 1 way to modernize the brand and also build an authentic connection with consumers,” the executive said in a previous interview. “It’s not just about 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 continue 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 choice between medium and traditional entree sizes.
“We want to remind people that you don’t have to compromise on the experience and the quality,” Patel said of the chain’s approach to value. “We believe in affordable luxury, and we want to make sure that people have that elevated dining experience with both flavors and a great time but at prices that feel accessible.”
