campaign — mackenzie goodman

CAMPAIGN
Lunar New Year
P.F. Chang’s

Lunar New Year is a big deal for P.F. Chang's.

Often the biggest campaign of the year, Lunar New Year allows the brand to honor and celebrate its Chinese heritage. This is the time to reignite the public's curiosity through bold storytelling, exciting new menu offerings, and limited in-restaurant programming.

But first, every campaign must begin with a plan. We call it our "one pager" – a holistic single document outlining copy and design inspiration for every touchpoint of major campaigns – to be presented to executive leadership teams for initial review and approval.

With the messaging and design strategy approved, I worked with the design team to build out each asset, always keenly aware of how each piece connects to the other, telling the greater story of the overall campaign.