Pei Wei
EATING WELL IS WELL BEING
Propaganda partnered with Pei Wei in order to find the brand’s core emotional equity as a means to retool the foundation for future growth. The goal was to uncover the higher purpose brand benefit that resonated both core consumers and new ones alike.
We explored the ancient Asian philosophy and practice, that food brings well-being to the body and soul, as a foundation for the development of Eating Well campaign. The creative approach infused the bright colors and textures found across Asia to create a personality and presentation that highlighted the scratch made kitchen and the health benefits of the food for a sense of well-being.
Consumer Research and Analytics, Brand Architecture, Brand Positioning, Brand Book, Communication and Creative Strategy, New Menu Activation, Menu Design, Gift Cards, Product Naming Digital Marketing, Internal Brand Marketing, Account Management, Photography Direction and Coordination, Product Naming, Digital and Social Marketing