Team 386 -1-
-2-
Recipe
The Fundamentals of Flavor
Research 2
Objectives
3
SWOT Analysis
3
Points of Primary Research
4
Frozen Foes
5
Additional Adversaries
6
Valuable Voices
7
Savory Statistics
8
Media Mania
9
Defining Fortune Finders
10
The Tai Pei Way
11
Discover Flavor in Your Favor
Creative 12
Eye Poppin’ Print
12
Flavor Saver
13
Revolutionizing Retail: Part 1
14
Chop ‘til You Drop
15
Revolutionizing Retail: Part 2
16
Favor Worth Sharing
17
Digital Dish-Out
18
Simple Tso-lutions
18
Convenient Commute
19
Doin’ Good in Your Hood
Media & Measurement 20
A Nation of Fortune Finders
21
Mondo Media Placement
22
Media Explosion
23
Measuring the Moolah
24
What Works in Our Favor
25
Good to the Last Bite
26
Campaign Contributors
Back in 1996 when the world was wrought with brands conforming to convenience, Tai Pei charmed customers with their take on frozen Asian cuisine. Each single-serve frozen entree was packaged to rival traditional takeout. Nearly twenty years later, Ajinomoto-Windsor adopted Tai Pei into their brand family helping spread “Good Fortune in Every Box.” Recently, consumers have grown increasingly wary of trekking into the frozen food aisle. Not only are they turned off by the chill, but they also don’t perceive frozen as fresh. As a result, the entire frozen food category took a hit and Tai Pei began to blend in the background. Yet, at the same time, particular brands with frozen Asian offerings are experiencing growth. If Tai Pei is the expert in frozen Asian food, how are these brands excelling? Tai Pei needed a sweet approach to turn heads away from these sour perceptions in the minds of their new target: Fortune Finders. This audience of 18-25 year-old Millennials connects with moments where they find fortune because it played out in their favor. A fresh, new look and an improved recipe were a step in the right direction for these shoppers seeking convenience. Yet, Tai Pei needed to leap forward within the category. The Discover Flavor in Your Favor campaign achieves this by positioning Tai Pei as the most convenient Asian dish for Fortune Finders. Convenience comes in many forms and Tai Pei has tackled them all. Tai Pei values an unbeatable price through a flavorful variety of health-conscious options that we dubbed the “Tai-Fecta.” This new twist on convenience competes not only with other frozen food entrees, but also with takeout, delivery, restaurants and cooking from scratch. Tai Pei comes to life for Fortune Finders the moment convenience is desired most. Whether you need more time, less stress, a variety of flavor offerings or all of the above, Discover Flavor in Your Favor with Tai Pei.
-1-
Objectives Tai Pei prepared an appealing proposal to be served up nationwide. Their recipe called for our blend of exceptional ingredients perfect for an integrated marketing and retail campaign. With the appetites belonging to an audience of Fortune Finders, our taste buds were in for a treat as we tackled the following:
M e h T
A Little Extra Flavor •
dients e r g n I ain
•
• •
y t rateg ic all s % 0 7 y b aw a r e n e s s er s • He at u p r t une Find o F n o li il m 6.3 reach 12 .6 iv ing over r d % 0 5 r ial by t r y Tai Pei to • Stir up t s r e d in r t une F 2 million Fo - entice 2 .5 % 0 4 y b y loyalt p u rc h a s e to • Spice up s r e d in F r t une million Fo cts a n d p ro d u s e im t le multip
ing lt s by m ak u s e r e s e h th kets . Accompli s target m ar t c le e s in v a nt Tai Pei rele
-2-
•
Shake up negative perceptions and whip up excitement for the frozen food category. Convey that Tai Pei has the most convenient, cost-effective and tasty Asian entrees around. Brag about Tai Pei products. Breakdown our best practices that captivated our audience. Reveal the reporting system outlining our campaign during and after its success.
SWOT Analysis Strengths • • • •
We stocked up the sweet, the sour and the salty against one another based on delectable data and how our Fortune Finders felt. While Tai Pei isn’t a crowdpleaser yet, over two decades as the connoisseurs of convenience convey their potential to heat up the competitive cuisine scene.
Weaknesses Opportunities
• Single-serve Asian entree The most convenient Asian dish • Lacks brand identity sales are on the rise • Non-strategic digital presence Wide variety of Asian flavors • Cleaner ingredients, new packaging • Fortune Finders don’t Unbeatable price and a faster cook time have Tai Pei on their radars Health-centric ingredients • Had to play catch-up and “clean • Fortune Finders go crazy for convenience up” their entrees / ingredients • Gain and grow a loyal consumer base by integrating Tai Pei’s identity into the lives of Fortune Finders
4
3
82
20
17
FOCUS GROUPS
MANAGER INTERVIEWS
HOURS OF OBSERVATION
SHOP ALONGS
AD CONCEPT TEST SUBJECTS
45
62
163
404
1,309
SHOPPER INTERCEPTS
STORES VISITED
IN-DEPTH INTERVIEWS
FREE ASSOCIATION TESTS
-3-
SURVEY RESPONDENTS
55 TASTE TESTS
Threats • Highly sought-after frozen competition and secondary opposition • Single-serve frozen entrees in general have taken a dip in sales • Frosty perceptions of the frozen food category • The frozen aisle is considered all chill and no thrill in store
2,164
POINTS OF PRIMARY RESEARCH
Frozen Foes
During a focus group, we asked Fortune Finders to pick the packaging that appealed to them most. In a lineup among ten frozen foes, Tai Pei took the prize with the most votes!
Currently, Fortune Finders are stocking up on the competition. Amy’s, Healthy Choice, Lean Cuisine and Marie Callender’s offer a unique brand presence and a bounty of yum. Here’s how Tai Pei stacks up: 6
5
2
16
14
13
10
100 80
41
60
25
40
22
20
18
0
33 3 26, 44
44
-4-
Additional Adversaries Cooking at home, takeout, delivery and restaurants compete with Tai Pei. In order to discover the flavor in Tai Pei’s favor, we must identify these secondary competitors. Here’s how they measure up against Tai Pei:
Sources $
Average Time
Frequency 39% PURCHASE FROZEN 3+ TIMES PER WEEK
TAI PEI
04:30 MIN
$$
COOKING AT HOME
30:00 MIN
8
$$
TAKEOUT
30:00 MIN
38
$$
DELIVERY
45:00 MIN
38
EATING OUT
40:00 MIN
$$$
38
70% COOK AT HOME 1-5 TIMES A WEEK
The Crave Rave Food Truck To challenge Fortune Finders’ perceptions of frozen food and discover just how much they know about Tai Pei, we decided to dish it out. Literally. For our research, we passed out Tai Pei in disguise from our unbranded, funky food truck nicknamed The Crave Rave. Taste testers knew they were eating Asian cuisine, but they sure were sweetly surprised by the reveal. This proves Tai Pei can compete with additional adversaries because the quality is not perceived as frozen.
69% ORDER TAKEOUT 1-5 TIMES A MONTH
72% GET DELIVERY 1-5 TIMES PER MONTH
53% EAT OUT 23 1-5 TIMES PER MONTH ink d I th ter an h g u ll. e a da as we ke it “I hav li y ll rea n.” ould optio she w meal d o o sag It wa , 21 Andie
-5-
Valuable Voices
Influences
96%
96%
58%
72%
INFLUENCED BY IN-STORE DISPLAYS
INFLUENCED BY COUPONS
67%
75%
VALUE CONVENIENCE
It wasn’t enough to simply savor the statistics. Fortune Finders love voicing their opinions. So for our primary research, we served up surveys, prepared personal interviews and sampled shopper intercepts. They dished and we indulged in every delicious detail.
VALUE VARIETY
READ PRODUCT NUTRITIONAL INFORMATION
WILL TRY A PRODUCT WITH A COUPON
71%
WOULD USE A REWARDS PROGRAM FOR A PRODUCT THEY BUY REGULARLY
Frozen Trends 85% EAT FROZEN AT LEAST ONCE/WEEK
What do people spice up their Asian food with?
39% PURCHASE FROZEN 3+/WEEK 78% SPEND <2 MIN IN THE FROZEN AISLE 40% SPEND <1 MIN IN THE FROZEN AISLE
65%
SOY SAUCE
54%
SWEET & SOUR
25%
SRIRACHA
-6-
Aisle Tracking Fortune Finders struggled to find Tai Pei among the mass of frozen food entrees. We decided to put this to the test. With our campaignbranded aisle signage in place, we discovered that Fortune Finders were able to find Tai Pei three times as fast.
Without Shelf Blade
With Shelf Blade
Zorah, 22
1:20
Josh, 24
0:21
Sarah, 24
1:09
Katey, 19
0:16
Monica, 21
1:12
Annie, 20
0:29
AVERAGE
0:22
AVERAGE
1:14
Savory Statistics
87%
48
66% 80%
We ate up the stats on the most sought-after generation: Fortune Finders. Their impressive buying behavior is presented when they partake in promotions. When it comes to brands, they sure are picky if it’s not engaging or authentic. Influences
Trial & Loyalty
USED COUPONS IN 2016
69% 69%
43
Embrace brands on social media for discounts
30
7
Participate in loyalty programs
72%
40
Are willing to earn loyalty points in exchange for engaging with brands
62%
Say they are more likely to become a loyal customer if a brand engages with them on social media networks
97% 72%
36
89%
Trust family or friend recommendations over brand claims
75%
Search online reviews before purchasing a product
39
67%
MILLENNIAL MOMS LOOK FOR CONVENIENT SHOPPING EXPERIENCES
9
71%
Purchase frozen food every month
Millennial moms are more likely than previous generations to blog about purchasing experiences
9
37
Shop for groceries on a weekly basis
66% 66%
89%
ARE MORE LIKELY TO PURCHASE FROM A COMPANY THAT SUPPORTS PHILANTHROPIC CAUSES
18
Grocery 37
Experience FOMO (fear of missing out) 42
SAY RECEIVING REWARDS IS THEIR MAIN MOTIVATION FOR JOINING A LOYALTY PROGRAM
60%
40
Believe attending live events and experiences makes them more connected to other people, the community and the world
30
32
5
“I wou
PURCHASED A NEW PRODUCT ON THE LAST GROCERY SHOPPING TRIP Regularly purchase groceries from grocery chains or mass retailers i.e., Walmart, Kroger and Safeway -7-
ld like
or sha re on so cial m if I go edia t a co upon .” Eliana , 22
some
thing
st one I tru “If some ething, ends som recomm try it.” definitely I would , 23 Garrison
31.2 million
24
Media Mania
Our media-focused primary and secondary research fixates on how these Fortune Finders consume content and devour digital, broad reach and social media.
Video
Radio
43
35
Streaming
Free Streaming
11.5 hours/week
60%
91%
45% Cable
27
4
HAVE READ A MAGAZINE WITHIN THE LAST 7 DAYS 43
PER DAY ON SOCIAL MEDIA
27
72%
49%
29
1
5.4 HOURS
LISTEN TO BROADCAST RADIO
Device Ownership
7 HOURS
26
45
APPS USED EACH MONTH
12
74%
37
LISTEN TO SPOTIFY
USED APPS IN THE LAST 30 DAYS 96%
86%
78%
56%
70%
77% 80% HUMOR
44% 32%
59% RELATABILITY 49% COUPONS
What influences you to engage with a brand online?
Daily Social Media Use -8-
43
hours spent with media per day
Broad Reach
PER DAY ON THE INTERNET
Broadcast
Paid Streaming
18
Digital
25 hours/week
72%
Millennials age 18-24
46%
46
CITE CONVENIENCE AS THEIR REASON FOR USING TRANSIT
85%
11
USE COUPONS DELIVERED IN THE MAIL
and k a br “I thin own their have ld u .” sho nality perso d n a flair 18 Lory,
WHO ARE THE
Fortune Finders? Fortune Finders are a diverse group of Millennials that transcend income brackets, ethnic backgrounds and education levels. This is a generation that just won’t accept the flavors they’ve been given. They want a variety of tastes catered to their lifestyles.
Housing Situation Education Level
34
17
Workforce Warrior
Trendy Multitasker
Mindful Mom
The 19-year-old Workforce Warrior enters the workforce in full force. He values home life, yet goes against his parents’ wishes of pursuing college life. Who needs college anyway? When not at work, he’s spending time with his friends or kicking back at home with the family. When he isn’t raiding mom and dad’s food stash, he actually shops for his own food. Ads on streaming services influence him during Hulu and hang, and he can’t resist POS offers.
How can you possibly juggle work, school, an internship, social life and me time? At 22 years old, The Trendy Multitasker handles her hectic lifestyle with grace, while staying up-to-date on important social issues. She documents her life on Snapchat and Instagram, yet takes time to disconnect on afternoon hiking trips with her friends. She relies heavily on coupon apps and instore promotions to save some dough. Now, if only her roommate would stop stealing her food…
With a degree under her belt and a steady nursing gig, life seems to be running smoothly-but along comes a bump, literally. At 25, Mindful Mom takes care of not only her patients but her family, with occasional help from Mom and Dad. Mindful Mom is the “try before you buy” queen. To provide the best products for herself and her child, sampling makes or breaks her buying decisions.
22% ARE LIVING IN COLLEGE HOUSING, WITH ANOTHER FAMILY MEMBER, OR NON-RELATIVE
32% LIVE WITH THEIR PARENTS
48% DID NOT RECEIVE A TRADE SCHOOL OR COLLEGE DEGREE -9-
39% ARE ATTENDING TRADE SCHOOL OR COLLEGE
32% LIVE WITH THEIR SPOUSE OR PARTNER
11% COLLEGE GRADUATES
The Tai Pei Way Discover Flavor in Your Favor in the moments when Tai Pei’s convenience matters most. When Fortune Finders follow The Tai Pei Way, convenience reveals itself through value and a flavorful variety of health-conscious options.
6 Share
1 Acknowledge
the convenience of Tai Pei with others
convenient moments
3 Connect
with convenient opportunities
4 Experience
2 Consider what Tai Pei’s convenience is capable of
Tai Pei bringing convenience to you
5 Trust Tai Pei’s convenience
-- 10 --
The Big Idea:
If you overlook convenience, every moment involving food gets complicated. It’s like feeling the cold fog fade after opening your freezer. All your hungry eyes see are frosty walls and a glacial gathering of ice cubes where food should be. Talk about a chilly defeat. And what about when you’re hours into a bingewatching marathon? You realize restaurants around are closed since it’s after midnight. That late night craving won’t quit on its own. Or when you open a text that asks, “Hey, on your way?” You say you are, but you’re still in your pajamas. Cooking from scratch won’t cut it now, unless you’re okay with showing up late.
Bright colors plucked directly from the new eye-catching packaging!
These little graphic elements are what we call “Tai-cons!”
Different flavors in each ad highlight Tai Pei’s wide variety of flavors! Plenty of opportunity for appetite appeal!
If you overlook convenience, every moment involving food gets complicated. Let’s uncomplicate things. A quick-fix of flavorful ingredients and value without compromise is food to feel good about. It’s time to introduce to Fortune Finders how to Discover Flavor in Your Favor. As luck would have it, Tai Pei brings the ultimate convenience to make it easy on you. In the moments you need us, we’ve got you covered. It’s like revealing the sweet to your sour, chicken-to-your-chow-mein perfect balance. Rest assured knowing your freezer is stocked with flavor stacked on flavor. Satisfy a late night crave without breaking the bank. Eat when you want, where you want and still arrive on time. You deserve to find good fortune in a simple, speedy Tso-lution. Only with Tai Pei do you Discover Flavor in Your Favor.
- 11 -
Eye Poppin’ Print Each ad will include an NFC chip to prompt readers through a push notification to download our Ajinomoto-Windsor app to wow users through the magic of augmented reality. Our ads will come to life through unique interactive advergames where users can rack up Pei Points. Through heat-activated technology, readers place their hands over the Tai Pei container and a coupon will appear to use now or later.
AW APP IN ACTION!
Delectable Direct Mail Direct mailers like tip-ins in Sunset Magazine offer $1 off two tubs and Red Plum coupon circulars will present fifty cents off each Tai Pei entree.
Flavor Saver The Ajinomoto-Windsor App will feature their expansive flavor family. The Tai Pei Flavor Saver portion lets users interact in the store and beyond. The app prompts the “Find Your Flavor” quiz in stores without Translook technology through AR known as Tai Pei Vision (For more on Translook, see page 13). Play advergames and gain Pei Points by interacting with print ads and in-store displays. Redeem those points for coupons and conveniently cool swag in the Tai Pei Prize Vault! We’ll shine the spotlight on our public relations partner, Charity: Water (see page 19). To make things even more convenient, users can find flavors in a store nearby with the Flavor Locator and view a scrumptious variety of nutritional information and ingredients. - 12 -
Revolutionizing Retail FIRST HELPING
Right now, Fortune Finders walk through the aisles glancing right over Tai Pei. That’s a problem. To change that, we’ve revolutionized the retail space with cool tech and eye-catching colors to make a bold impression.
Graphic Burst
This element will be featured on all our in-store marketing to help educate shoppers about Tai Pei’s new product benefits.
Translook Takeover
Captivating End Caps
Using similar technology to the VTL550 Premium Translook model, the freezer glass will be decorated with bold colors until it’s activated by a visitor. Simply tap the freezer glass at select Walmart stores and receive recommendations through interactive “Find Your Flavor” quizzes. It will be equipped with a camera to share #flavorinyourfavor on your Snapchat and Instagram.
These colorful “meal solution” end caps conveniently feature Tai Pei with perfect pairings like Birds Eye frozen veggies or Mikawaya Mochi ice cream to make it a complete meal.
“If you
Favor Maker Feast your eyes on the Favor Maker- a convenient way to drive multiple purchases with a stock up and save message.
SEE IT IN ACTION! LINK: https://vimeo.com/209831949 PASSWORD: translook386 - 13 -
don’t know where the br ands are, it really ’s difficu lt to fi certain n d produ cts.” Zohra , 21
Chop ‘til You Drop A clear cut course to convenience is all Fortune Finders need to quit giving the frozen section the cold shoulder. We like to call our strategic shopper marketing program “Chopper Marketing.” It takes care of pre-shop, shop and post-shop communication at core Tai Pei retailers to keep them coming back for more.
SHOP
We’re warming Fortune Finders up to the frozen aisle by decking it out in Tai Pei style. With our Favor Maker variety packs, shoppers can stock up on four flavors at a time. We’ll defrost any icy attitudes about the frozen aisle with Translook, floor and cooler clings, signage, endcaps, violators, shelf blades, spanners and more. The convenience message will occupy space from floor to freezer.
POST-SHOP Those tasty tubs moved out of stores and into their cool new homes where Fortune Finders can truly experience the convenience that Tai Pei has claimed. The Tai Pei rewards programs on the Ajinomoto-Windsor app, Kroger Plus Program and just for U cards, along with grocery pickup (where available) and Sunset Magazine coupons (see page 12) make finding convenience and sharing it even more convenient.
PRE-SHOP Fortune Finders are constantly tuned in, so we’re capable of connecting with them before they brave the chill. Whether it’s digital coupons through the Flavor Saver App, circulars or website advertisements, Tai Pei conveniently covers a ton of territory.
- 14 -
Revolutionizing Retail
“I neve
SECOND HELPING
Our “Chopper Marketing” Program takes over Tai Pei’s top three retailers with exclusive tactics that tempt Fortune Finders to take home tons of tubs. We will continue to turn heads in-store with dazzling displays and convenience-themed messaging to lead shoppers on a path straight to Tai Pei.
- 15 -
r realiz ed how hard it was to find somet hing I had ne ver seen b efore.” Dillon , 19
Favor Worth Sharing We will roll out strategic posts for each social media platform to diversify content and boost our followers. We see you making those weird faces trying to unlock those Snapchat filters. Try out ours! You might recognize the similarity from the Translook filter (see page 13.) Regionally, Tai Pei will offer customized geofilters for each of the ten cities that the Tai Pei Traveler is visiting (see page 19.) The Tai Pei Traveler (see page 19) will take over Twitter through a fun, retweetable journey as it traverses the country. Once a month, posts will be circulated for participants to share their experiences and promote Charity: Water (see page 19) through the Ajinomoto-Windsor app. Sure, we’ll show off our deliciousness, but we also want to show off those relatable moments of convenience where Tai Pei could fit right in. Every Friday we’ll also put the spotlight on our Fortune Finders. Facebook will be a convenient hub for all of Tai Pei’s flavorful updates. Facebook will also be home to the “Simple Tso-lutions” contest (See page 18). Let’s gain some “likes”, “loves” and “wows” with hilariously relatable video submissions.
Impactful Influencers Mommy blogs are taking the internet by storm, mixing sponsored content with valuable opinions to make their readers’ lives more convenient. Through a strategic influencer program, Tai Pei will be featured on top blogs for a convenient healthconscious alternative to takeout. Social influencers on Twitch have monumental reach. While they’re streaming to their millions of viewers, we will provide free Tai Pei to these immense influencers to eat during their stream. Through casual conversation during their streaming session they will hit on Tai Pei’s variety, health-consciousness and value. - 16 -
Sweet ‘n Spicy New Site Hit refresh and check out our hot new website on TaiPeiFood.com. The website shares similar features to Flavor Saver with a Flavor Locator, nutritional information, details on Charity: Water (see page 19) and voting for the Simple Tso-lutions Contest (see page 18). It’s also home to Tai Pei’s product list, a social media archive and a place to track the Tai Pei Traveler food truck as it tours the nation (see page 19).
WATCH IT SCROLL! https://vimeo.com/209833813 PASSWORD: website386
Digital Dish-Out
LISTEN HERE: https://soundcloud.com/gc386/am-fm-30-sec/s-WZpkd
A thirty-second radio spot will run nationally that portrays a hectic relatable moment where Tai Pei can conveniently fit in the equation. A call-to-action will bring listeners to the Flavor Locator on our website to find Tai Pei flavors in a store nearby.
Let’s be honest, do you ever watch an ad on YouTube after the 5-second skip pops up? Maybe you do, but Fortune Finders don’t want to wait. Tai Pei feeds into their convenience with a short, sweet 5-second pre-roll.
We’re not going to pause playlists on Spotify with ads they can simply tune out. Instead, we’ll sponsor an hour of continuous tunage. A bumpin’ banner ad at the bottom of the screen encourages listeners share our #flavorinyourfavor on social so they can pull up a playlist inspired by Tai Pei.
Ever been in a bind before date night? If you don’t have the cooking chops, this 30-second Hulu ad provides the perfect alternative.
LISTEN HERE: https://soundcloud.com/gc386/spotify-15-sec/s-V53hH
31
olds year 18-24 f o food 69% ozen off fr d e s pas n. have ir ow as the
CHECK IT OUT! LINK: https://vimeo.com/209835694 PASSWORD: hulu386 - 17 -
Simple Tso-lutions Contest Do you have a clever way to solve inconvenience? Submit a video of your Simple Tso-lution to the Tai Pei Facebook page and enter to win the Grand Prize 2017 Nissan Leaf! Voters can cast their ballots for the top three submissions on TaiPeiFood.com.
Convenient Commute Picture this: brightly-colored subway and metro stations and bus stops that are Tai Peiâ&#x20AC;&#x2122;d out in our funky branding. But these are no ordinary transit stopsâ&#x20AC;&#x201D;oh no, no, no. Equipped with a phone charging station, Wi-Fi hot spot and even a Tai Pei vending machine, everyone will be on board with convenience before they board their ride. These shelters will operate in ten highly-populated Millennial cities to make it easy to Discover Flavor in Your Favor.
- 18 -
Doin’ Good Your Hood IN
The Tai Pei Traveler food truck will tour ten highly populated Millennial cities spanning 10 weeks beginning in August 2017. Each week is spent in a different city. The Traveler will spend time at college campuses, the nationwide Lantern Fest and other local events during the week handing out Tai Pei. Is that all? No way, José Olé. Every Saturday, The Tai Pei 5K Wok for Water takes place and the Traveler will pass out water and free samples at the finish line. Proceeds of the run will benefit Charity: Water.
Wok Party Charity: Water brings clean and safe drinking water to those in developing countries. Tai Pei realizes the potential to add life-saving convenience for those in need.
As the race comes to an end, the celebration starts in popular parks along our route. A blast of convenient, cool mist welcomes you as you enter the Tai Pei Wok Party! Tai Pei will feature free samples, local music, a photo op station and free Favor Maker packs filled with Tai Pei swag and coupons. We’ll even roll out the Nissan Leaf for our Simple Tso-lution contest grand prize winners!
To celebrate Water Quality Month in August, Tai Pei will donate a percentage of our product sales to Charity: Water. This month will also be the perfect opportunity to build buzz for the Tai Pei 5K Wok for Water where proceeds will be raised. The Flavor Saver app also includes a link to donate. Track the Tai Pei Traveler on Twitter, Facebook and TaiPeiFood.com! - 19 -
A Nation of Fortune Finders 17,659,000 Millennials Total
- 20 -
13, 21, 27, 47
The Discover Flavor in Your Favor campaign chose to target these cities due to their impressive amounts of Fortune Finders. Below are the cities experiencing the most growth where tactics will hit hardest to engage our target.
Mondo Media Placement Our Fortune Finders are media fanatics looking for an experience to call their own. We aimed to enhance our presence to boost both broad reach and digital media. We buffed up our retail experience to reach Fortune Finders through different channels.
- 21 -
Media Explosion DIGITAL
APR
MAY
JUN
JUL
The Discover Flavor in Your Favor campaign will run between April 2017 and March 2018. Weâ&#x20AC;&#x2122;re going to turn up the heat on awareness between April and July. Sprinkle in some sampling events and promos to drive trial between August and November. Top it all off between December and March with an emphasis on loyalty to entice them back for seconds.
AUG
SEP
OCT
NOV
YouTube Hulu Spotify App/Website Twitch Mommy Blogs SEO/Paid Search
DEC
JAN
FEB
MAR
IMPRESSIONS: 58,076,280 10,292,630 25,073,650 19,037,650 55,360,700 3,077,690 133,042,650
TOTAL: 303,961,250
BROAD REACH Radio Print Direct Mail OOH
45,390,600 158,065,770 89,508,050 60,104,510
TOTAL: 353,068,930
SOCIAL MEDIA Facebook Instagram Snapchat Twitter
93,032,080 89,116,987 46,092,660 37,810,340
TOTAL: 266,052,067
RETAIL/PROMOTIONS Floor Stickers
130,701,200
End Cap Displays
131,860,900
Translook
692,703,440
Shelf Blades
72,500,300
Custom Freezer
251,308,103
Flavor Maker
90,050,220
Coupons
2,507,600
Simple Tso-lution Contest
150,901,070
TOTAL: 1,522,532,833
PR/BRAND National Water Quality Month
1,702,392
Tai Pei Truck
1,579,831
5K Wok for Water
2,316,187
TOTAL IMPRESSIONS: 2,451,213,490 - 22 -
TOTAL: 5,598,410
Measuring the Moolah We know how to execute sensational strategies to make a lasting impact and our budget responsibly reflects that. Through the “Objective and Task” Method, we will use our dough to drive sales for our campaign objectives. Our mountains of moolah were spent effectively to establish awareness and make a large impact that will lead to lasting loyalty. We will use the additional $5 million budget during the first four months using broad reach media and innovative technology in the frozen aisle. Our campaign will create broader reach with shopper marketing programs for more retailers. By expanding in regional areas near the top ten cities, our campaign’s impressions double.
- 23 -
What Works in Our Favor To satisfy the objectives, they are each designated unique Key Performance Indicators. The KPIs will conveniently be adjusted as needed to ensure the moolah is managed wisely. Our data converges on one dashboard, The Accommodation Station, where weâ&#x20AC;&#x2122;ve integrated five sections: Consumers, Marketing Channels, Sales, KPIs and Translook. Each of these sections is home to Stakeholders, Data, individual KPIs and Segmentations. The Accommodation Station will help focus 90% of Tai Peiâ&#x20AC;&#x2122;s efforts towards data analysis and insights, rather than 90% on preparing data, a current hurdle most marketers want to overcome.
By purchasing sole-ownership of Translook media space, we acquired another analytics dashboard. The Translook freezer incorporates a camera and proximity beacon that uses an algorithm to provide an active dashboard. We will utilize this dashboard within The Accommodation Station to collect further data.
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Good to the Last Bite When inconvenience strikes, you’re bound to notice. It gets under your skin as it lingers throughout the day. Yet, convenience is tso simple, it’s profound. Don’t underestimate it. If you overlook convenience, every moment involving food gets complicated. With this campaign, Fortune Finders are given a taste of convenience inspired by Tai Pei in the moments they need it.
Convenience is tso simple, it’s profound. Discover Flavor in Your Favor brings convenience to life through an integrated marketing and retail campaign stretching across the nation. The vibrant color palette complemented by a fun and funky tone turns heads to drive awareness. A pumped-up retail space encourages trial. Finally, Fortune Finders scoop up second helpings of Tai Pei through riveting rewards and primo promotions. Tai Pei will freeze foes in their tracks to become the leader within the frozen Asian single-serve category. While there are countless alternatives to frozen, the experience of Tai Pei is unlike any other. Only Tai Pei values a flavorful variety of convenient, health-conscious options at a price that can’t be beat —a true “Tai-fecta” for consumers. Every aspect of this campaign speaks to convenience and as it unfolds, you Discover Flavor in Your Favor.
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Acknowledgements This campaign was a true breakthrough for our team, Genba Creative. Our hearts are on these pages, along with the love and support from our families, friends, gurus and guides. To each and every individual who helped or encouraged us, we extend our most sincere gratitude. Julie and Michael, your insights and expertise have been incredibly valuable. Thank you for believing in us. To the professors, faculty and staff at Webster, thank you for making our experience unforgettable. We would also like to thank the students outside of Genba who gave us advice or helped us with research, audio, video and more. We couldn’t have done it without you. And Bryan, we love you! The Japanese meaning for “Genba” refers to “the place where value is created.” We discovered that place is within us. We’re ending this experience as a family - the perfect fusion of strategists and creatives alike. We look to the future with Space Jam blastin’ and eagle arms raised high. Go, go Genba! Jared Campbell Chau Luu
Account Supervisor Account Executive / Media Planner
Julian Jordan
Account Executive
Mallory Grimm
Account Executive
Zack Dixon
Account Executive
Megan Keegan
Creative Director Plans Book Director
Myra Nelson Becky Schmidt
Art Director / Plans Book Assistant
Sarah Boudreau
Art Director / Plans Book Assistant
Stephanie Schroeder
Art Director / Plans Book Assistant
Hali Dean
Art Director
Taylor Nanney
Art Director
Mitchel England
Production Artist
Angela Karas Roland Barge
Copywriter - 28 -
Copywriter