P. F. Chang's

P.F. Chang’s had never done any print advertising in the past. Mostly because they didn’t need to. People who knew of them loved them and lined up around the block to eat there. But the company had an aggressive plan for rolling out new restaurants in different parts of the country where people would be unfamiliar with concept. They wanted to hit the ground running and they wanted some ads that would help them do that. Solution: A couple of trips to the two nearby P.F. Chang’s was all we needed to get a feel for what made the place special. The attention to detail from the waitstaff to the wok chefs was impeccable and the decor was unique. Using rich colors and textures of 14th Century Chinese art and copy that highlighted their dedication to perfection we created ads that delivered a brand personality with a dash of mystique.