Multifaceted national advertising campaign promotes new summer menu
Minneapolis – July 8, 2013 - Minneapolis-based Martin Williams Advertising brings a fresh perspective to the leading domestic Asian-inspired restaurant brand, P.F. Chang’s China Bistro through a dynamic national advertising campaign that celebrates its new summer seasonal menu.
The new campaign is driven by an interactive digital video featuring Co-Founder, Philip Chiang and Head Development Chef, Yuji Iwasa. Within the video, Philip discusses the idea of a seasonal menu and the six new inspired dishes that complement the beloved core offerings at P.F. Chang’s. Currently living on the P.F. Chang’s website here, the video includes embedded, interactive content that encourages viewers to click from within the short film and gain additional information about how the dishes are prepared by Iwasa. The video was designed to incorporate a high-level of shareability for viewers within social media and encourages conversations around the new summer menu.
In addition to the digital campaign, Martin Williams incorporated a new photography style for the entire seasonal menu and all of its campaign extensions. Vivid national print, direct mail and additional digital elements bring focus to the seasonal menu as well as encourage viewers to take a fresh look at traditional offerings.
Social media is an integral piece of the new P.F. Chang’s campaign. Martin Williams is handling all content and strategy creation for P.F. Chang’s social ecosystem including the brand’s Facebook and YouTube presence, cooking inspired contests on Pinterest, special offer tactics and community management and engagement.
For additional information on Martin Williams visit martinwilliams.com or keep up to date with its latest happenings on Facebook at facebook.com/MartinWilliamsAdvertising or Twitter at twitter.com/20tonideas.
About Martin Williams
Martin Williams, Inc. is a Minneapolis-based full-service communications agency that is part of Omnicom Group Inc. (www.omnicomgroup.com). Operating units of Martin Williams, Inc. include Martin Williams Advertising; TripleInk (international and cross-cultural communications); and Karwoski & Courage Public Relations.
About P.F. Chang's China Bistro, Inc.
P.F. Chang's China Bistro, Inc.®, owns and operates two restaurant concepts in the Asian niche. P.F. Chang's features a blend of high-quality, Asian-inspired cuisine and American hospitality in a sophisticated, contemporary bistro setting. Pei Wei Asian Diner® offers a modest menu of freshly prepared pan-Asian cuisine in a relaxed, warm environment, offering attentive counter service and take-out flexibility. In addition, the Company has extended the P.F. Chang's brand to international markets and retail products both of which are operated under licensing agreements. For more information on P.F. Chang’s, please visit pfchangs.com, and follow us on Facebook and Twitter @PFChangs.
Kristin Merchant - Karwoski & Courage Public Relations
Glenn Karwoski - Karwoski & Courage Public Relations