P.F. Chang’s Launches ‘Light the Fire’ to Celebrate Holiday Gatherings

Scottsdale, Arizona — P.F. Chang’s has introduced a new brand platform called “Light the Fire,” which emphasizes the warmth of the dining experience around its wok-based cooking. The initiative is part of a holiday campaign that will run across digital and CTV advertising until the end of the year.

CMO Sonika Patel highlighted the importance of the timing, stating, “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.” The holiday campaign is an extension of the brand platform, aiming to foster a sense of comfort and connection during the festivities.

The campaign features a 30-second video highlighting the food and camaraderie present in P.F. Chang’s restaurants, complemented by a festive version of “Jingle Bells.” Both videos use a montage style to evoke nostalgia and familial warmth. Additionally, influencers will create content centered around P.F. Chang’s Longlife Noodles, celebrating the tradition of noodle pulls.

Patel stated, “We’re inviting influencers to indulge and enjoy the Longlife Noodles in their own way.” This effort aims to bring back a popular menu item while uplifting the dining experience.

Patel’s recent initiatives reflect P.F. Chang’s commitment to leveraging consumer connections during challenging economic times. “For the holidays, it’s one of those perfect places where families, friends, and colleagues come together,” she said. This sentiment is integral to both the brand platform and the holiday campaign.

Since becoming CMO in late 2024, Patel has focused on modernizing the chain’s marketing strategies. She implemented a new social media team to make P.F. Chang’s more culturally relevant to today’s consumers. Early campaigns, including themed events like “Freakier Friday,” have also been introduced to engage guests.

Addressing the economic landscape, Patel noted a strategic focus on value without compromising quality. P.F. Chang’s recently introduced a collection of $8.99 cocktails and half-sized appetizers, reflecting consumer demand for more affordable options. “We believe in affordable luxury, and we want to make sure people; have an elevated dining experience at prices that feel accessible,” she shared.

As the holiday season approaches, Patel and P.F. Chang’s strive to create memorable gatherings for guests, fulfilling their goal to be a go-to dining destination during festive occasions.