Boxed For a reason Aaron Huntley Maggi Craig
Kaitlyn Helmer Ciara Cornell
Sarah Debs
Summary
Research ------ 3
Industry Analysis + Market Research + Primary Research + Target Analysis + DMAs + Key Insights
Sweet and Sour Chicken was the first product introduced in 1996 by VIP Foods’ Tai Pai Frozen Food. This savory entree was served in the same original Chinese takeout-style box that is still used today, giving it the Chinese takeout feel all in the comfort of their own home. As of 2014, Tai Pei is now apart of the Ajinomoto Windsor Family and has expanded on their product line to offer 26 different products that can be prepared in minutes. We will utilize the 15 million dollar budget by using a variety of strategic media placements, direct-to-consumer advertising, non-traditional media and consumer engagement. These tactics will be used to create top of mind brand increase awareness, revamp the brand image, and purchase consideration. The creative strategy used in this campaign capitalizes on the portability of the Tai Pei’s takeout box design as well as touches on personalization for each consumer that might benefit from eating any of the Tai Pei meals. Our creative will utilize a wide range of in-store promotions, social media and television advertisements that we hope will effectively reach our audience.
Creative ------- 8 Big Idea + Tone and Manner
Tactics -------- 10
Social + In-Store Promotions + Digital and TV + Streaming Services
IMC ------------ 14 The Boxed Movement + Sponsorships
Media -------- 17 Rationale + Schedule + Budget
Evaluations - 20 Evaluation + Recommendation
Goals of the Campaign Revamp the existing brand image to fit with desired consumer targets Expand the reach to both targeted audiences for the products that are offered Increase frozen Tai-Pei product awareness 2
Analysis Industry anal ysis Current Tai Pei Targeting Tai Pei’s current tagline is Good Fortune in every Box, suggesting that any of their products will be a successful and filling meal for the consumer. They offer all of their entrees in a Chinese takeout box, making the meal process two easy steps: cooking the frozen food of choice and enjoying it without having to get any dishes dirty. By doing so, Tai Pei wants to make the process of getting the meal to consumers as fast as possible and give them the opportunity to eat it on-the-go. Tai Pei is still a cheaper option than some of its competitors, as well as offering single-serve
entrees so there is no wasted food. A Tai Pei campaign featured commercials with one emphasizing its ability to be eaten in the box or on a plate; and the other emphasizes using chopsticks instead of a fork when eating their products. give a more Asian restaurant feel when indulging in their products.
PF Changs PF Changs is one of the most popular Asian frozen foods and Tai Pei’s biggest competitor. They offer three different appetizers, 12 entrees and three different types of rice dishes. Their main advantage is that there food is supposedly just as good as coming into their restaurant, which is of the same name. While PF Chang’s is a restaurant first, their take-home meals promise to provide the same experience from your freezer. In July of 2016, PF Chang’s take home meals were recalled upon the discovery of small metal shards in their sugar used in their products, raising some questions to their superiority in the frozen Asian food industry.
Kahiki Kahiki Asian Frozen Food is a competitor to Tai Pei due to their wide variety of different frozen food products. They offer 25 different frozen food products that range from multiserved meals, chinese bowl with egg rolls, steam and serve to appetizers. Kahiki takes a health stance by stating their products have no preservatives, no MSG added and 100% all- natural ingredients. Kahiki’s website also offers a BOGO coupon when you enter the site, as well as the ‘Stir It Up’ Club that offers recipes and coupons to its members.
InnovAsian Cuisine InnovAsian Cuisine markets themselves as a “world-class provider in Asian components”. With over 27 products from side dishes to entrees, InnovAsian Cuisine is just as an affordable, quick option as Tai Pei, making it a close competitor for those trying to save a buck or two. Reportedly, it is no longer sold at Wal-Mart, which can be a negative for the brand with Wal-Mart being the largest superstore in the world.
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Research Market research New. Bold. Different. Millennials and Gen Z are all about trying new services and products that they are not accustomed to. 88% of Millennials are interested in trying new foods, and wanting those foods to have an intense flavor. They enjoy a wide range of different foods across different cultures, looking for their products to have a unique story to go along with trying something new. Because this audience makes planned impluse buy’ while in the frozen food section, getting their attention from the shelves will make the difference between passing it by or purchasing Tai Pei.
Healthy, Clean Ingredients Organic food stores are taking over the millennial market with places like Trader Joe’s and Whole Foods Stores being the place to shop for those looking for the cleanest and healthiest ingredients. Millennials are looking for foods with a number of health-conscious attributes like organic, clean, natural, no-GMO, no preservatives, gluten-free, no msg and so on. These consumers want to know exactly where their food is coming from and what’s in it, making them a more curious shopper than previous generations. They care more about their food being sustainably grown than if it was high in sodium. According to Rob McCutcheon, president of ConAgra’s consumer frozen-food division, “There is definitely a push toward products that are more real, higher quality, more homemade and closer to the source.”
Customize Me. Giving consumers the ability to customize a product just to their liking is another marketing trend that stands out for this audience. This ability for customization gives a consumer a sense of ownership over a product and makes them feel like the product can be made specifically just for them. Customization’s goal in social media is for potential users to receive raves about a product from current users, and want to try the product out for themselves. In Tai Pei’s instance, giving consumers the ability to add whatever ingredients or sauces of their liking to a product can be a direction in customization.
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Primary research Our primary research consisted of informal interviews with Millennials and Gen Z about Tai Pei to get their opinions. We wanted them to be as honest as possible for real results so we could gauge exactly where we would be beginning with Tai Pei in terms of brand awareness. For those that had tried Tai Pei before, we wanted to see what their general conception of Tai Pei was and see what we could either change or capitalize on.
“I would honestly rather eat Ramen.” - Ally, Millennial consumer
“It tasted fine, but I don’t think it is worth the money.” - Laura, Millennial consumer
“I remember it, ate it once, and will never buy it again.” Madi, Gen Z consumer
“It is nothing special, but it is good for the convenience of it.” Tyler, Gen Z consumer
“My mom buys it sometimes when she is working late and can’t cook dinner.” Shantelle, Gen Z
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Target analysis target This campaign for Tai Pei will focus on young Millennials and an older Generation Z, including both males and females. The young Millennials will include mainly college students to recent graduates looking for a cheap, tasty meal; while Generation Z will focus on high schoolers who are running off to extracurriculars and needing a full meal.
Primary Target: Older Gen Z
Secondary Target: Young Millennials
Generation Z has grown up in a digital world for as long as they can remember spending 15.4 hours per week using their smartphones. With nearly 50% of Gen Z being non-Caucasian, Melissa Abbott, vice-president of culinary insights at the Hartman Group, comments that “Gen Z’s diversity will continue to drive food culture trends we already see around the exploration of authentic, global food experiences, and the impacts of this diversity are going to include how they eat.” Gen Z also has an interest in where there food is coming from, using their digital devices to figure out these stories. According to Abbot, about two-thirds of Gen Z consumers prefer food and beverages containing only foods with ingredients they recognize. They’re customizing the way that they eat just by avoiding something like dairy or becoming vegan, while over 50% perceive organic as the healthiest option out there today. They want an emotional connection with a brand by giving them a story to follow and a visual display that resonates with their daily lives or something they passionately believe in.
Millennials are a more health-conscious generation than has ever existed. This generation exhibits “confidence, connectedness and values.” Millennials are more likely to stay away from highly processed foods in favor of ingredients that they are already familiarized with. They are impatient and expect there to be a fast-response in everything that they do. This generation doesn’t show as much brand loyalty as other generations and is more willing to break their purchasing patterns when it comes to something they find interesting. They consider their food to be an adventure and aim to seek out different, ethnic foods with 40% of them enjoying the opportunity to try anything new and different. They are particularly interested in what restaurants and stores their friends are interested in, talking about, or going to, as well as what products they are using They have a general misconception that frozen foods are always going to be unhealthy, but they still rely on their cheap price and convenience more than any other generation. Millennials are concerned about what is going into their bodies, making an emotional purchase every time they enter the grocery store.
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Key insights Insights key Portability Tai Pei has the upper hand in its industry for being able to be cooked and eaten in the same container without having to dirty a single dish. In fact, Millennials make purchasing sustainable packaging an emotional decision and are looking to be eco-friendly when it comes to that decision. The more portable a product is, the more likely it is going to be top of mind for the consumer due to easy prep and cleanup.
Flavor When looking at the frozen food industry, flavor is an essential part of the consumer’s experience. Tai Pei offers a variety of products with flavorful options. The drive to experience global cuisine will push consumers to try Tai Pei. In order to drive trial, it is important to first catch the consumer’s attention with enticing flavor options and the opportunity to trial Tai Pei’s product in stores.
Personalization
By adding their own spin to a product, our target audiences feel that they are controlling their meals like they would with any homemade dish. They’re looking for a meal that was created just with them in mind, but adding a bit of a twist. When consumers feel more emotionally connected to a product through personalization, they are more likely to want to buy it.
Convenience Our target audiences are looking for products that are key for their on-the-go, busy lives. They need a product that can have the same experience as sitting down at a restaurant but in the convenience of being a few steps away in their refrigerator. Being given the opportunity to have a meal in minutes will allow our audience to focus on getting from one activity to the next with a full stomach.
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The big idea boxed for for a a reason reason boxed Positioning
Tai Pei brings a dynamic, portable packaging ready for the next generation of students.
Cognitive:
Combat negative perceptions of frozen food as unhealthy and unappealing (brand awareness with target market) Emphasize portability of the entree sized dishes to consumers
Affective:
Generate more excitement for the frozen food category Build loyalty to the brand name and products Obtain interest and attention leading into the new product release
Conative:
Generate in-store trial of Tai Pei to build new customer base Using digital to market Drive in-store promotion available information about new product release with attention grabbing, bright executions
Campaign Objectives 1. Revamp the existing brand image to fit with desired consumer targets 2. Expand the reach to both targeted audiences for the products that are offered 3. Increase frozen Tai-Pei product awareness
Consumer Promise Tai pei is a frozen meal that you take out, put it in the microwave, and in minutes, you open up the box with the fresh aroma of an authentic Chinese cuisine. Why go out, when you can experience the tasty, clean ingredients in the comfort of your home.
Claim Support
With the fast paced lives people have now, there needs to be a food that is fast and convenient to eat, but also still taste good. For the Boxed for a Reason campaign, Tai Pei will defy the frozen food stigma. Frozen food is not necessarily bad for you as most people think. Frozen food does not require preservatives, which means it’s only being frozen until the person opens it, leaving no need for processed, unnecessary additives. Generally cheaper than fresh food, frozen food is an opportunity for consumers to buy in bulk and store whole meals in the freezer until needed. There’s a myth that frozen food is harmful for your body; however, frozen food can actually reduces harmful bacteria. This campaign will show how a person can get healthy, quality food from Tai Pei with maximum convenience and ease of preparation.
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Tone & manner Manner tone
Visual Engagement Campaign elements center around bold color-
The “Boxed For a Reason” campaign aligns Tai Pei’s relevance and personality as a brand with a younger, purchase hungry target market. The combination of patterned, bright illustration elements gives the branding a modern, distinguishable look that engages the target. The driving force behind the strategy of “Boxed For a Reason” derives from its personal, down to earth, laid back approach. We wanted to challenge the consumers to see Tai Pei as a brand that doesn’t take itself too seriously. This is executed with “self aware” copy that pokes fun at the idea of ads that take themselves too serious. The call to action can come from any one of our customizable approaches to the phrase, “Boxed ___”. It allows our executions to portray the endless possibilties to our unique packaging.
ized illustrations with weighted font designs to accompany visuals.
Headlines
Headlines play the attention grabbing element in this campaign. They want to instantly draw attention.
Copy
The copy on the other hand is what conveys our “self aware” brand personality. It allows the tone to portray layed back mentality.
Color Rationale
We wanted the colors for our campaign to pay homage to the original packaging and color schemes of Tai Pei while bringing in better “web ready” colors meant to be viewed in a digital space
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social media media social
The Boxed for a Reason campaign will run a social media hashtag campaign called #BoxedFor on Facebook, Twitter and Instagram. Tai Pei social media followers will be able to take pictures of moments from their everyday busy life and post them tagging the Tei Pei social media account and by using the hashtag.
About 79% of the primary segment and 87% of the secondary segment are active on Facebook, making it an attractive medium for this campaign. Not only will Tei Pei make regular posts on its Facebook account, but also will have paid sponsored posts utilized, along with ads in the side column.
70% of users check Instagram once a day. Instagram’s per-follower engagement rate for top brands is 58 times higher than on Facebook and 120 times higher than on Twitter. Ad recall from sponsored posts on Instagram was 2.9 times higher than Nielsen’s norms for online advertising. Taking advantage of hashtags and sponsor space has the potential to engage consumers on a level Facebook and Twitter can not.
#BoxedFor #BoxedFor Snapchat
With more than 100 million daily users, Snapchat is one of the most evolving social media platforms in the market. More than 60 percent of Snapchat users are within both the designated target markets. During this campaign, Tai Pei will have a nationwide sponsored filter on certain days like Chinese News Years to create a higher brand awareness. There will also be ads on the Discover portion on Tastemade and Food Network. 10
in store promotions
Floor Clings
The Boxed for a Reason campaign will exploit floor clings which will offer an elaborate and excellent visual representation for a positive in-store experience. Floor clings are the same thing as floor decals, which has an adhesive vinyl that can be applied to most floor surfaces. These floor clings contain a feature that has a “slip and scuff resistant” and is able to stand up to the heaviest foot traffic throughout the store. This type of in-store promotion is able to showcase Tai Pei’s message where people will see it right under their feet, leading their way to buying the product.
In-store Trial
In order for Tai Pei’s consumer base to grow, sampling is another key driver of awareness and trial. According to Nielsen, “Nearly one third of global respondents (31%) say a free sample is among their top five sources of new product information.” Allowing the consumer to taste, smell, and experience Tai Pei before he or she even leaves to store is a powerful in-store promotional tactic. Creative in-store trial tactics will increase Tai Pei’s standing within the competitive market.
Walmart TV Ads on the Walmart Smart TV Network reach 140 million shoppers in nearly 2,500 stores weekly. Since 70% of purchase decisions are made in-store and 68% of those are impulses, the network is an ideal way to keep Tai Pei top-of-mind.
Aisle Coupon Dispensers
In popular general market retailer stores like Target, Walmart, and Meijer, there will be coupon dispensers in the aisles of where consumers can find Tai Pei products. Regarding both segments, research shows that Millennials and Generation Z, (1980-2000) tend to use more coupons to plan their shopping trips than parents do. These custom aisle coupon dispensers will have the same color scheme as the Boxed for a Reason ads, continuing to link various executions back to the consumers’ understanding of the overall campaign. Using these aisle coupon dispensers will appropriately reach the consumers in the store when they are in the position to make a planned impulse purchase in frozen food.
Shopping Cart Ads
As an in-store promotion, the Boxed for a Reason campaign will provide ads on the handlebars of shopping carts as well as the front of the cart to showcase more of what Tai Pei has to offer. Shopping cart advertisements provides continuous advertising throughout the consumers trip and gaining a large amount of exposure to the captive audiences. The shopping cart is the first thing the consumer grabs when they walk into the store and the last thing they do when they leave. This in-store promotion has a greater length of time being seen than any other form of advertising media.
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digital and tv SEO
Sponsored Content/ Apps
By using search engine optimization (SEO), this campaign will increase the number of times the target audience is exposed to Tai Pei when entering certain search terms. Purchases of words that relate to Tai Pei, frozen food, Asian food, Chinese food, and on-the-go food will generate Tai Pei related results. There will also be purchases of misspelled words to account for user error.
In order to better reach the target segments on a mobile platform, Boxed for a Reason campaign extension will sponsor several mobile apps. Specifically, the campaign extension will sponsor the Pandora app, Hulu app, and the AMC Theater app. Sponsored apps can lead directly to app downloads and product purchases. Along with sponsored apps, this campaign will also have sponsored content on sites such as Buzzfeed. Buzzfeed has over 200 million monthly viewers, and 50 percent of those are between the ages of 18-34. During this campaign, Tai Pei will have sponsored posts on the Buzzfeed website and app, featuring videos and quizzes. An example of a sponsored quiz would be “What Tai Pei flavor are you?”. An video could be “10 places you can eat your Tei Pei on the go.”
Cable TV This campaign will mainly use cable television to hit the target audiences. Using mostly cable television allows for a large reach while still remaining cost-effective. Advertisements will be placed on food related channels such as Food Network and Cooking Channel. Majority of the spots will air between 6-10p.m. To also create even more brand awareness, Tai Pei will have two spot commercials during the season finale of The Walking Dead.
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Streaming services streaming Pandora and Spotify
Twitch
Hulu
YouTube
Connective TV has been growing drastically and is predicted to continue. Within the last year, there was an 81 percent increase in the number of connected TV users. The Boxed For a Reason campaign will be sponsoring television shows such as The Walking Dead, Hell’s Kitchen, New Girl and Once Upon a Time before the programs start on Hulu.
The Boxed for a Reason will use in-search video advertisements on YouTube to promote the brand. 80 percent of the primary market visits Youtube, making it the most popular platform for them and 69 percent of the secondary market is also engaged. Banner ads and pre roll advertisements of popular bloggers like PewDiePie and Zoella will be placed before the video to successfully hit the target.
Advertisements on music streaming services, such as Spotify and Pandora, will be effective in increasing brand and product awareness. 77 percent of all the listeners on the online radio station are within the segmented target market, and 56 percent of those listen to the free version. There will be a mixture of both banner ads and audio advertisements, and a Pandora takeover.
Twitch is one of the fastest growing video streaming platforms available. For those interested in any sort of gaming, there’s a stream catered towards their hobbies. Twitch covers everything from popular gaming press/media, growing new communities, closer look at developers, e-sports, and gaming events all over the country. Broadcast growth has tripled in the past year. The born digital Gen Z will hold a massive amount of time and resources into twitch services.
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The boxed movement To drive trial specifically among our Gen Z and younger Millennial demographics, Tai Pei will have The Boxed Mobile that is apart of The Boxed Movement. This tactic will include 4 Tai Pei sponsored trial trailers, traveling to the top 20 DMAs in each of the four US regions. The Boxed Mobile would travel to events at college campuses such as tailgating before football games. At each event Tai Pei would give out free samples of Tai Pei, coupons, and branded promotional items. These items would include branded refrigerator magnets, flash drives, wall plugs, and keychains. Each truck will have a specific theme to their design with slogans such as “Boxed for the Win” or “Boxed …..” This tactic will increase trial among younger demographics and put Tai Pei at top of mind in the consumer’s evoked set.
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dma DMA breakdown • • • • • • • • • • • • • •
Austin, TX University of Texas at Austin Salt Lake City, UT University of Utah San Diego, CA San Diego State University Los Angeles, CA East Los Angeles College Denver, CO University of Colorado- Boulder Washington, DC George Washington University Houston, TX University of Houston
• • • • • • • • • • • • • •
Las Vegas, NV University of Nevada- Las Vegas San Francisco, CA San Francisco State University Dallas-Ft. Worth, TX Southern Methodist University Chicago, IL University of Illinois at Chicago Tallahassee, FL Florida State University Raleigh, NC North Carolina State University Oakland, CA University of California
• • • • • • • • • • • •
Madison, WI University of Wisconsin Minneapolis, MI University of Minnesota Twin Cities Seattle, WA University of Washington Boston, MA Boston University Ann Arbor, MI University of Michigan West Lafayette, IN Purdue University
The Boxed for a Reason campaign cross references information on the top DMAs, US census population map, and cities with large university colleges. Focusing on these DMA’s will effectively hit the primary and secondary audience as a majority of that market are located in those specific DMA’s.
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sponsorships AMC Theaters
Ninja Warrior
During the Boxed for a Reason campaign, Tai Pei will be a sponsor for AMC theaters. In movie theaters that are within the DMA’s, before every movie there will be a sponsor trivia question for consumers to engage with. If the consumer plays the trivia via the AMC theater app, then they get the chance to win a digital coupon for a free Tai Pei meal. Offering coupons in a more engaging way will increase brand awareness and motivate the consumers to go out and purchase the product.
Tai Pei will sponsor an obstacle at the American Ninja Warriors during the first round of the competition. This would reach the largest DMAs with the various locations American Ninja Warrior is recorded. Having Tai Pei’s name branded onto a specific obstacle would be a beneficial factor to the brand because of the mass amount of viewers (6.8 million) the show obtains during live performances from the competitors. Tai Pei will also sponsor one of the recent winners and current contender, Jessie Graff. The logo will be branded on Jessie’s clothes throughout the entire time of the competition.
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media rationale Objectives
Scheduling
The main objective in the media plan for this campaign will be to reach 65% of the target audience in the top DMA’s.
To reach the target audiences,streaming services, social media, and in-store will have frequent advertisement placements. The highest frequency will be based around a year long social media and online efforts. Cable television will have the highest frequency during the late fall until the early spring. The IBP will follow the college school year schedule to effectively target that audience.
Strategies This campaign will target one primary segments and one secondary segment to generate brand brand awareness and increase market share. This will be achieved by mostly non traditional media with In-store promotion in our targeted DMA’s.
Share The target audiences are heavily involved in social media. About 88 percent of the target markets use social media very frequently. The Boxed For a Reason campaign will use scheduled posts during peak times to prompt social media users to share posts from Tai Pei to their friends.
Earned media Social Media and Word of Mouth
Owned
Website and Social media accounts
Paid
Mobile, Cable TV, Online, Social media, In-Store
Shared
Social Media and Sponsored Ads
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media schedule
Primary
The primary segment is highly involved with streaming services. Throughout this campaign, Spotify and YouTube will have the most frequent advertisements. Cable television ads will also be placed on specific channels airing mostly during the school year to effectively hit the target.
Secondary
This segment is comprised mostly of college students or recent graduates. To reach this segment we are timing social media around the school year seasons when social media use and sales period peak. In-Store promotion will also be a frequent tactic to drive sales for the segment. 18
budget 26.7%
20%
19%
20%
6.6% 5% 2.7% In-Store IMC Cable TV Digital Conting Walmart Social 4 million 3 million 2.85 3 million 750 k TV Media million 400 k 1 million 19
evaluation Mobile and Web Built in social media analytics will be utilized to measure the impressions, interactions, and overall effectiveness of the campaign. Google Analytics and click-through rates will be used to measure the effectiveness of online advertisements through measuring online ad-generated traffic numbers and the success of the online executions.
Digital Coupons We will track digital coupons through unique codes embedded into each coupon. This will help determine which tactics lead consumers to purchase Tai Pei. Each unique code will be tied to a specific creative tactic to track the effectiveness of each tactic.
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recommendations Healthier Ingredients
Partnerships
With the frozen food market already having a negative stigma, Tai Pei faces the issue that some of their other competitors have healthier ingredients. Kahiki Asian frozen food is a major competitor that offers 100% all natural, organic frozen meal within the same price as Tai Pei overall. Creating entrées with healthier ingredients would only add to the overall value of the brand and opens up fresh, creative potential.
In order to add a more creative and innovative twist to Tai Pei, partnering with other companies, such as Planters nuts, will help the consumer add more flavor and crunch to their already prepared meal. It is a great opportunity to pair up with a well-recognizable brand to gain more brand awareness and be in the consumer’s evoked set.
Product Expansion
Family Sizing
To increase flavor options for various products, Tai Pei has the opportunity to create a product line extension of Tai Pei sauces. These can be sold in the Asian food aisle in grocery stores. By adding products in other areas of the grocery store, we can reach consumers and drive them to the frozen food aisles from a variety of places in the store.
To stay current with some of Tai Pei’s top competitors, Tai Pei could consider adding family-sized portions to their frozen food offerings. This would allow them to stay competitive in the frozen food market and stay on top of frozen Asian cuisine trends. Top competitors, such as P.F. Chang’s, already offer family-sized portions, so to stay current Tai Pei should include some of their more popular dishes as family-sized entrees as well. 21
sources Mintel AdWeek Nielsen Business Insider AdAge Forbes Pew Research Center News Generation
TaiPeiFood.com NY Times Windsor Foods Bloomberg FDA.gov Statista.com eMarketer.com
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