CHALLENGE: Tai Pei Asian Food came to us looking to stand out among a very competitive frozen food category. Their ready-to-eat dishes really inspired us and we noticed something very striking about their logo icon. With new packaging and a commitment to having a clean, natural label we created a new campaign focused on solving a very common problem. Satisfy that nagging craving for delicious Asian flavors.
SOLUTION: We created two distinctive creative campaigns that were put through focus groups and testing. The hero campaign “Feed Your Inner Dragon” produced amazing results. Research showed that there was a strong craving factor to Asian Food. We leveraged this idea by bringing a new character to represent the craving you get for Asian food. After rounds of research and testing we landed on the perfect personality to speak to our audience.
- Digital Display and Video
- Social Media
- Influencer Campaign
- Point of Sale
The breakthrough creative really stood out in the category and returned some rather spicy results.
The Feed Your Inner Dragon campaign gave a new character to the craving you get for that savory fried rice or orange chicken. After rounds of research and testing we landed on the perfect personality to speak to our audience. It also was the perfect asset to leverage in today’s multi-channel media landscape. We produced everything from broadcast commercials to six second bumper ads. Using highly targeted social media platforms we were able to deliver multiple messages and videos to different potential customers.
We also leveraged an influencer campaign and native advertising to help amplify our message. Combined with optimized digital display ads, videos, YouTube bumper ads and preroll videos, we funneled our users to a responsive landing page that was customizable to cater to our particular offer, coupon or messaging.
We understand that the purchase funnel eventually leads to the grocers freezer aisle, so we created shelf flags and aisle intruders to help convert sales and trial. We also created a campaign with assets that could continue to grow and expand with the brand. Now if you’ll excuse us, it’s time to Feed Our Inner Dragon.