Pei Wei
The team at Pei Wei came to us looking to articulate their brand story after years of watering down their value prop with LTOs and trend-chasing in the crazy world that is fast-casual dining.
Instead of spending months mired in brand positioning workshops, we just started cooking. In short order, we created a new 360º campaign that reinforced Pei Wei’s identity as The House of Flavor, with YouTube preroll, CTV, social & digital ads, in-store POP, and billboards in 4 key markets across the country.
In-Store POP
Pei Wei’s whole point of difference boiled down to this: your order is wok’d to order, not sitting under a heat lamp. So, we created a table tent that explained the difference to customers while they were waiting for their food.
We created a full in-store takeover to introduce the “Wei More” positioning — exterior and interior signage, animated menu boards — but this was the CEO’s favorite piece. Mine too.
