To win the P.F. Chang’s account, PepsiCo tasked TracyLocke with developing an innovative 360 campaign that authentically brought together LIFEWTR and P.F. Chang's unique brand identities.
Drawing inspiration from P.F. Chang’s strong Asian heritage and LIFEWTR’s commitment to promoting up-and-coming artists, we created the P.F. Collection, a compilation of Asian-American art inspired by these two brands. In addition to developing this concept with the larger team, I was responsible for all of the concept and creative copy.
- PepsiCo won the P.F. Chang’s new business account.
MY ROLE: Worked with the Foodservice account and creative team to develop the overarching concept. Wrote all of the concept and mockup copy.
Art Directors: Alex Eakin, Kaitlin Muro
Copywriter: Rachel Johnson