Pei Wei sought TJA’s public relations services to concept a local outreach campaign that strengthened Pei Wei’s brand equity and developed key community partnerships. TJA’s solution was the “Pei It Forward” initiative, a hunger-awareness campaign held during the month of September in honor of Hunger Action Month.
To kick off the campaign, TJA facilitated a partnership between St. Mary’s Food Bank Alliance, the world’s first food bank, and Pei Wei, opening the door for the restaurant to sponsor thousands of meals for Arizonans in need. Additionally, Pei Wei donated more than 600 meals to students attending a Title-I elementary school and funded one meal for a local family in need for every Kids Wei meal purchased at each Phoenix-metro Pei Wei location in September.
In addition to shining a light on the fight to end food insecurity in Arizona, the “Pei It Forward” campaign resulted in more than 70,000 meals donated, earned media coverage on all major Phoenix TV stations, deepened Pei Wei’s brand recognition and positively impacted the local community.
