3rd place in District 4 National Student Advertising Competition
PROBLEM
With healthy eating habits on the rise in the past few years, let's just say the frozen food industry has faced some shrinkage. Although Tai Pei has reformulated its product to fit these healthy trends, most people still don't believe that frozen food, especially frozen Chinese food, can be good for you.
target
Millennials-entitled, spoiled, lazy-you name it, we've heard it all. People have some pretty nasty perceptions of millennials, just like they do of frozen Chinese food (not even millennials like frozen Chinese food). But this do-what-I-want generation is paving their own path to success in a way nobody's ever done before.
HOW CAN WE USE THIS INFORMATION TO DRAW A
PARALLEL BETWEEN MILLENNIALS AND TAI PEI?
IT CAN BE DONE
in-store
We know that nobody really likes the freezer aisle, so we left. Our new position in the supermarket fits with our new positioning of the brand.
Because the freezer aisle can't always be avoided, we tried to make it cozy with a floor sticker, hanging decorations, a chopstick dispenser, and a heater on the freezer door.
commercial spots
All our commercial spots are based on true stories of successful, convention-crushing millennials.
pw: NSAC452
THE TAIL OF THE MERMAN
Eric Ducharme's childhood obsession with mermaids grew into his "mertailing" business, where he sells tails to celebrity clients.
REPPIN' TAI PEI
John Michael Collins paid his way through Iowa State by playing their mascot, Cy the Cardinal.
DOGGIE YOGI
Nicole Vykoukal is a yoga instructor that incorporates dogs into her yoga classes for those seeking awareness and transformation.
spotify commercials
social & snapchat
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noodle climber
This giant noodle-climber will literally heighten Tai Pei's brand awareness and be a source of earned media.
snapchat lens
We created a Snapchat Lens to encourage brand engagement and sharing.
outdoor
tai pei toss
college campuses
According to our research, 100% of broke, hungry college students agree that food tastes better when it's free. That's why we'll be handing out free Tai Pei around move-ins and finals. While students wait for it to cook, they can play Tai Pei toss or mess around with the Snapchat filters.
snapchat filters
a food truck without a chef? it can be done
Our food trucks carry on our conversation of unconventionality because they don't have a chef. On one side they have freezers, and on the other side-you guessed it-microwaves. These trucks will be parked in locations millennials frequent where no other food trucks go, like Fun Runs and full moon drum circles.
