Pei Wei launches Instagram contest to promote LTO

Jan. 29, 2013

Pei Wei Asian Diner, the fast casual restaurant concept developed by P.F. Chang’s, is challenging fans to get creative with Asian flavors by hosting a photo contest on Instagram. From Jan. 28 to Feb. 3, Pei Wei will give away one $500 gift card daily to the person who submits the most creative photo featuring the ingredients in the new Black Pepper Chicken, a dish that launches Feb. 4.

The new Singapore-inspired Black Pepper Chicken is composed of coarse ground black pepper, accented with a rich soy sauce and wok tossed with fresh asparagus, tomatoes, green bell peppers and onions. It is finished with aromatic Thai basil and cilantro. Entrants may choose one or all of the ingredients to play with when entering the contest, said Pei Wei President K.C. Moylan.

“Our dishes at Pei Wei are so full of bright, colorful ingredients that Instagram and food photography are a natural and fun space for our guests to play in,” Moylan said.  “The only thing required to enter is a camera, a love of fresh Asian food and creativity.”

Participating fans should use the hashtag #BlackPepperChicken; entries will be judged on use of the key ingredient, originality, production value and style. To view other entries and for more contest information, click here. Those without Instagram can submit their photos via a tab on Pei Wei’s Facebook page.

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Topics: Marketing / Branding / Promotion , Online / Mobile / Social

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