Campaign Imminent: P.F. Chang's launches happy hour amid search for top marketer (Score 34)

Sales Lead: P.F. Chang's (PFC) recently launched a new happy hour menu in the US.

• The option, dubbed Lucky 8, offers both food and new cocktails.
• The company will likely:
  • Launch a campaign promoting the new service
  • Return to higher spend
  • Seek agency partners
• Target demographic: 
  • Millennials and Gen-X

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: PFC hasn't invested in national TV since allocating roughly $2.8m toward this channel in 2022.
  • Last year: The company allocated around $2.8m toward this channel last year after not utilizing it in 2021.
  • 2023 ad programming: PFC's 2023 commercials have targeted the male-skewed audience of shows such as College Basketball, South Park, Two and a Half Men, Tucker Carlson Tonight, and Gunsmoke.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the restaurant chain has spent approximately $1.4m on digital ads, 42% less than the approximately $2.4m spent by this point of 2022.
  • YTD data: PFC has earned ~215.9m digital impressions YTD, 67% via Facebook ads and 32% via Instagram ads.
  • Last year: The company's estimated full-year 2022 spend of $3.2m decreased by 35% from that of $4.9m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with OOH, digital, local broadcast, print (newspapers), Facebook, Instagram, TikTok (albeit barely), and online video (via Youtube.com, Youtube Android, and Youtube IOS) ads.

Additional agency insights:

• Opportunity: If you haven't yet done so, reach out soon to remain top-of-mind when PFC announces a successor for its former marketing SVP, Genaro Diaz, who departed last month.
• Current agency roster:
  • No current agency relationships yet confirmed

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.