P.F. Chang’s limited-time holiday menu is getting
a boost from the chain’s new brand platform, “Light the Fire.”
“Fire isn't just how we cook, it's our signature,” says Sonika Patel, CMO at P.F. Chang's, in a
release. “Fire fuels the energy of our people and ignites the moments and connections made around the table, especially during the holidays.”
A new spot showing in-restaurant
celebrations, seen here, marks the introduction of P.F. Chang’s Light the Fire creative,
which is “centered on the wok… celebrating fire as both culinary craft and a spark for connection, warmth and memorable experiences.”
The spot runs across digital and CTV
through the end of 2025. The brand has also launched an influencer campaign across various platforms focused on the “noodle pull” tradition, which is a method of making longlife
noodles by repeatedly stretching and folding dough by hand.
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The holiday menu contains Longlife Noodles & Prawns, Miso Lobster Dumplings, Butternut Squash Dumplings, Black Pepper Filet and
Butter Cake
The brand has also added two new holiday-themed cocktails to the menu for a limited time: the Frosted Cranberry Cosmo with Ketel One Vodka, Triple Sec, white cranberry juice, and
lime, and the Apple Spice & Everything Nice, which contains Maker's Mark Bourbon, apple, cinnamon, lemon and bitters. A non-alcoholic Apple Spice Refresher is also available.
P.F. Chang's,
founded in 1993, touts itself as the first “multi-unit Asian culinary brand to honor and celebrate the 2,000-year-old tradition of wok cooking as the center of the guest experience.” The
chain has more than 300 locations in 23 countries worldwide.