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C A M PAIG N O V E RV IE W R E SE A RC H ME T H O DS STATE O F T H E IN DU S T RY C OM P E T IT IV E LA N DS C A PE CONSU ME R IN S IG H T S TH E ST RAT E G Y
C REATI VE S TRATE GY C REATI VE FL O WC H ART PL AC EME N T MEAS URE S O F S UC C ES S S O URC E S
M E D I A S T RAT E G Y
EXECUTIVE SUMMARY In 1996, Tai Pei Frozen Asian style entrees were introduced by VIP Foods—featuring Sweet & Sour Chicken as their first frozen entree. Tai Pei’s vision was grounded in the idea that people should be able to enjoy the experience of Chinese food right at home. Tai Pei knows that as America’s eating habits change, so must the food. Millennials, the new economic drivers of the country, want healthy food and global flavors—and they want them fast. Tai Pei continues to evolve its brand and design to meet the needs for portable and healthy food, down to a thoughtfully crafted bowl redesign and natural ingredients.
Whether they are college students or new to the workforce, millennials are all about the hustle. Though the word may have a different meaning to older generations, to millennials the hustle implies working hard to make our dreams come true. With this in mind, we decided to personify the hustle in an ambitious new spokesperson: DJ PeiDay. Although she discovered her passion later in life, DJ PeiDay is all about achieving her musical dreams—and she needs Tai Pei’s fast, healthy Asian meals to fuel her. As she puts it: “Hustle Shouldn’t Leave You Hungry.”
The current challenge is to increase brand awareness among this new, young target demographic that is hungry for what Tai Pei has to offer. After conducting thorough research, we found that Tai Pei provides craveable, authentic Chinese food without the costs of time, money, and effort. Our campaign sets out to leverage these factors and captivate younger millennials who are busy, budget-minded, and find it hard to cook Chinese food at home. Tai Pei meets the needs of this consumer base and allows them to focus on things that are more important to them.
A humorous reflection of millennials’ own fast-paced, dreamchasing lives, the campaign centered around DJ PeiDay is broken down into strategically timed and placed executions that will first increase brand awareness, next, initiate trial and lastly, establish loyalty among the target demographic. We believe that the additional spend made possible by a dual budget will further consolidate Tai Pei’s brand recognition.
OVERVIEW
Through our year-long comprehensive campaign, we reiterate to younger millennials that “Hustle Shouldn’t Leave You Hungry” by bringing them Tai Pei’s “Familiar Flavor of Chinese Food Without the Costs.”
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CAMPAIGN OVERVIEW BRAND HISTORY Since its inception in 1996, Tai Pei has developed a complete line of meal offerings that deliver the experience of authentic Chinese food to consumers in their own homes. Tai Pei balances health, taste, and value in its products without sacrificing quality, positioning its brand as an exceptional choice for a wide range of consumers.
THE CHALLENGE BU I L D A C O MP RE H E N S IV E MARKETI N G PL AN TO E X TEN D TAI PEI’S B RA N D RE LE VA N C E TO YO UN GE R MI L L E N N I AL S .
CAMPAIGN OBJECTIVES
D I SCO V E R M I L L E N N IA LS Conduct research to determine consumption habits, key purchase motivators, and current perceptions of frozen food in order to develop the strategic foundation of our campaign
D E VEL O P TH E BRAN D
D E L I VER O UR C AMPAIGN
Develop creative executions that highlight Tai Pei’s compelling attributes and establish a brand identity that will appeal to our target audience
Generate awareness online, drive trial in stores, and build loyalty through repeated exposure to the Tai Pei brand by reaching millennials where they are most impressionable
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STRATEGIC PLANNING
RESEARCH METHODS RESEARCH OBJECTIVES • • •
Investigate what drives millennials’ product/brand choices and the context in which they eat and purchase different types of food Uncover both the perceived benefits and pitfalls of frozen meals Determine the most effective language to position Tai Pei meals as healthy, convenient, and satisfying
2 17 MA N O N TH E S TRE ET I N TE RVI EWS We interviewed a broad range of consumers in areas with dense populations of young people (e.g. colleges and outdoor malls) to inform our research direction and gauge brand awareness, consumption patterns, and perceptions of Tai Pei’s products relative to those of competitors.
1 2 FO C US GRO UPS We designed activities to facilitate in-depth discussions with the target demographic to identify and understand the specific strengths and barriers for Tai Pei’s products. Brand and Industry Perception Tests: Participants completed a series of quantitative tests, evaluating their eating and dining preferences, the strengths and weaknesses of different types of dining, and their perceptions about frozen food and the Tai Pei brand.
Word Association Maps: We curated a list of fifteen words and phrases related to frozen meals (e.g. frozen entrèe and microwaveable meal), Asian cuisine (e.g. authentic and Chinese), and health (e.g. organic and non-GMO). We then asked participants to place each word on a dual-axis scale of healthiness and likeliness to buy.
1, 86 3 N ATI O N AL S URVE YS To combat the geographical bias of our focus groups and Man on the Street findings, we distributed an online survey that investigated consumption habits and market opportunities.
STRATEGIC PLANNING
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STATE OF THE INDUSTRY FROZEN SINGLE-SERVE CATEGORY CAT E G O RY S T RE N G T H S • • • • • •
Provides budget-friendly and portion-controlled options Eliminates the temptation to overeat or pay exorbitant prices for delivery by satisfying cravings Eases preparation and cleanup Allows consumers to prepare traditionally labor-intensive and/or complex dishes at home Allows adventurous consumers to experiment with various authentic dishes from global cuisines Stretches the shelf life of traditionally perishable foods without chemicals and preservatives
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C ATE GO RY WEAKN ESSES Not yet established as a trusted source of global cuisine Perceived as less healthy, flavorful, and authentic than restaurant or delivery Must be purchased in anticipation of cravings rather than in response to them
INDUSTRY TRENDS •
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Consumer interest in health and well-being is growing, prompting more thorough consideration of nutritional content. Busy millennials need fast and easy meal solutions, contributing to the rise of frequent snacking in lieu of scheduled meals. This is accompanied by increased demand for variety. Millennials are globally-influenced and drawn to authentic
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cuisines. Millennials are often members of small or single person households, and spend more on food than individuals living with families, on average. Up to 40% of that money is spent dining out. Increasing demand for a variety of convenient, affordable, and “better-for-you” offerings is drawing the frozen category out of its decline with products that meet these needs.
THE OPPORTUNITY FOR TAI PEI •
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Tai Pei is a healthier and more accessible channel for Asian cuisine than restaurant and delivery options, attracting budget and portion-minded consumers. Frozen food marketers have traditionally envisioned young millennials as lazy and unhealthy, overlooking young, healthminded consumers with busy lifestyles who seek authentic and interesting foods.
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Tai Pei products encapsulate the strengths of the frozen category. Our campaign leverages the brand’s wide range of portion-controlled, healthy, and authentic Asian-style offerings to address category weaknesses and captivate this untapped millennial audience.
STRATEGIC PLANNING
COMPETITIVE LANDSCAPE COMPETITORS
STRENGTHS •
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WEAKNESSES
Health and wellness lifestyle brand cultivates strong relationship with consumers Wide variety of options for any type of cuisine, craving, or context Well-established social media presence
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Nostalgic and wholesome approach Classic American-style meals make the brand friendly and relatable Offers unique products that range from family-size meals to desserts
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Strong name recognition and positive brand reputation Family-size options available Well-established social media presence
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Generic product offerings Limited global cuisine options History of food contamination
Specialized Asian cuisine offerings Collaboration with recognizable name brands (e.g. Kikkoman) Healthy and clean ingredients
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Portfolio limited to snacks and appetizers No Facebook presence Lacks transparency in brand story
Specialized, restaurant-quality Asian cuisine Strong name recognition from restaurant brand Existing consumer audience and brand loyalty
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No single-meal options Lacks nutritional value Higher price point
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Heavy emphasis on older female demographic excludes male consumers Carries negative diet connotations Not a fulfilling meal option
Traditional and family-centric brand persona lacks millennial appeal Limited global cuisine offerings Excludes health-conscious consumers
While its competitors focus on specific benefits within the frozen food industry, Tai Pei stands apart in its ability to not only offer the advantages of affordability and ease, but also provide an authentic and familiar Chinese cuisine experience. Our campaign positions Tai Pei as a new and exciting discovery for millennials that caters to their busy schedules and facilitates their paths to success, all without sacrificing
STRATEGIC PLANNING
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CONSUMER INSIGHTS MILLENNIALS ARE HEALTH-CONSCIOUS • •
Avoid foods that are viewed as “too processed” or full of preservatives and additives Value transparency about brand process, nutrition, and content
MILLENNIALS ARE DIVERSE • •
Make up the most racially-diverse generation in American history Express curiosity about other cultures through adventurous eating habits
MILLENNIALS ARE BUSY • •
Require meals that keep up with active lifestyles Snack often in place of complete meals
Millennials’ meal-purchasing decisions are primarily motivated by concerns about time, money, and effort. Tai Pei meets the needs of a diverse millennial consumer base while empowering them to prioritize the things that matter to them most.
TIME
MO N EY
E FFO RT
Tai Pei is for millennials who want to eat complete and balanced meals, but don’t have time to make them from scratch.
Tai Pei is for millennials who crave authentic global cuisine, but don’t have the budget for restaurant and takeout options.
Tai Pei is for millennials who want to enjoy satisfying meals in the comfort of their homes, but lack the ability or desire to cook.
BOSS BABE
BROKE STUDENT
MILLENNIAL DUDE
Limited by her busy lifestyle, the boss babe has little time for meal preparation and demands readymade options to fit her schedule. “I look for meals that won’t take time away from my work.”
Laden with student loans, the broke student tries to cut costs wherever and whenever possible. “I need a satisfying and healthy meal that fits my budget.”
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Plagued by hunger at all hours of the day, the millennial dude needs easy meal options that are ready whenever he is. “I want food but I don’t want to cook.”
STRATEGIC PLANNING
THE STRATEGY FAMILIAR FLAVOR Our demographic associates Chinese cuisine with restaurant dining and delivery. We leverage this association to convince buyers that when they choose Tai Pei, they get the familiar, restaurant-quality taste of their favorite Chinese dishes.
CHINESE FOOD We highlight Tai Pei’s specialization in Asian cuisine to craft a brand image rooted in authenticity. Chinese food has broad, nationwide appeal among consumers, but less than 5% of millennials know how to prepare Chinese dishes. Tai Pei allows millennials to explore their interest in the cuisine in the comfort of their own homes.
WITHOUT THE COSTS TIME We position Tai Pei as food for millennials who are busy—not lazy—and who crave fulfilling meals that won’t interrupt their schedules.
MO N EY Because millennials predominantly eat out or order in for Chinese food, Tai Pei presents significant cost savings for budget-minded consumers.
E FFO RT Millennials perceive Chinese food as difficult to cook at home. Tai Pei’s product line enables consumers to prepare a diverse array of Asian entrèes without the need to follow complex instructions or purchase specialized ingredients.
OVERTURNING THE STIGMA TAS TE & H E ALTH Tai Pei’s rebrand addresses the demands of increasingly health-conscious Americans with revamped products that have complete macronutrient profiles without artificial ingredients. These flavorful, restaurant-inspired entrees overturn the stigma that frozen food is unhealthy and bland. Tai Pei elevates the frozen food category, establishing it as a viable source of global cuisine.
37.1% cited price as the primary driver for grocery purchases, higher than taste and health.
50.1% listed “when you are in a hurry” as the number one context in which they eat frozen foods.
90% either eat out or order in for takeout for Chinese food.
Facebook Survey, Q10
Facebook Survey, Q10
Facebook Survey, Q10
STRATEGIC PLANNING
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MEDIA STRATEGY Our media strategy divides our campaign year into three parts and strives to build positive brand associations, engagements, and impressions. To effectively reach our target audience, we will utilize various forms of consumer data obtained by analyzing millennial interaction with ads, pinpoint influential advertising platforms, and determine the most cost-effective strategy. Lastly, our advertising executions will focus on generating earned media, giving us increased brand recognition at a minimal cost.
AWA R E N E S S
TRI AL
L O YALTY
During the initial months of our campaign, we aim to produce extensive brand awareness among millennials and overcome their unfamiliarity with Tai Pei. Awareness-building executions include our commercial, creative social media content, and other baseline brand advertisements. In addition to generating impressions on their own, the executions will also acquire earned media through consumer-generated shares and buzz. By the end of this period, our goal is to have significantly increased brand recognition and consideration, as well as top-ofmind awareness.
In the next stage of our campaign, we will implement more focused advertising in an effort to bring consumers into stores to physically buy Tai Pei’s products. Partnerships, in-store activations, out-of-home executions, and social media advertising will help persuade millennials that Tai Pei’s meals are worth trying. Throughout this period, we will maintain our emphasis on earned media by sharing unique out-of-home and in-store experiences on social media platforms, which will allow us to continue generating brand exposure among millennials.
Building on an increase in awareness, trial, and earned media, the last stage of our campaign aims to solidify loyalty among our consumer base. Due to repeated exposure via earned media and other forms of advertisements, we expect customers to not only remember Tai Pei but to value it as well. By the end of our campaign, we will have guided millennials through the three stages of our media strategy, establishing the foundation for Tai Pei’s brand and setting it up for greater growth in the future.
EARNED MEDIA The main objective of our media strategy and creative executions is the accumulation of earned media, which is generated from consumer interactions that bring individuals into a company’s media channel. Earned media enables us to effectively promote owned content and generate brand awareness at no additional cost. Consequently, our media strategy builds Tai Pei’s brand by prioritizing engaging executions that possess a high potential to create earned media. Throughout the Awareness, Trial, and Loyalty periods, we will ensure that our campaign produces earned media, ultimately enabling us to generate maximum brand recognition while fully optimizing our budget.
THE DUAL BUDGET The additional $5 MM dollars in the expanded budget would provide a significant increase in impressions of value, namely those that can generate earned media. Through our “Big Break” executions, we intend to introduce tentpole events that will ground our entire campaign and provide large opportunities for user generated and shareable content. The executions specifically designed for the additional budget will run year-long in a sequential fashion, and will help garner millennial attention and excitement towards the events. The extra budget will make a considerable difference in furthering awareness and brand recognition that will enable a strategic and favorable positioning of the Tai Pei brand with the target demographic.
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MEDIA PLANNING
CREATIVE STRATEGY HUSTLE SHOULDN’T LEAVE YOU HUNGRY. THE INTERPRETATION Whether you’re working, studying, or pursuing your dreams of becoming a DJ, you shouldn’t slow down for food.
THE CONNECTION Pressed for time in their daily grind, millennials need a brand that understands what it means to hustle and empowers them to pursue their aspirations.
THE CALL TO ACTION Eat food that supports your fast-paced lifestyle so you can make the most of your time, money, and effort.
THE EXECUTION Our campaign capitalizes on the millennials’ hunger for success without the cost constraints. DJ PeiDay’s struggle and eventual rise to success is relatable to millennials. Tai Pei’s support of her passion will establish brand awareness in the minds of our demographic and build brand loyalty through our music and lifestyle-inspired executions.
THE REACTION To ensure our creative strategy resonated with our demographic, we held a focus group comprised of individuals from the target millennial demographic. We presented our creative concept along with several executions, taking careful note of the participants’ questions, comments, and concerns. We utilized their feedback to refine our ideas and strengthen our campaign.
CREATIVE
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CREATIVE DJ PEIDAY: THE UNTOLD STORY
Deliverables: Tai Pei will produce a 60-second commercial spot introducing DJ PeiDay, Tai Pei’s new spokesperson. The commercial will depict an elderly Chinese-American woman who takes advantage of Tai Pei’s delicious convenience to pursue her dreams of becoming an electronic music artist. The commercial will feature interviews with DJ PeiDay in a mockumentary format, as well as shots of her daily routine, in which she eats Tai Pei to save time, effort, and money. Substantiation: The commercial introducing DJ PeiDay to the world is integral to the success of the resulting executions that feature her as Tai Pei’s spokesperson. The commercial, which will run on television and on social media, appeals to the target demographic through its familiar mockumentary style. The depiction of an elderly person pursuing a career as a DJ is humorous yet relatable to young millennials, who are familiar with people working toward similarly lofty goals.
MICROWAVE MIXER Deliverables: Tai Pei will design a digital banner ad to be featured on websites frequented by the target demographic. The ad will feature an interactive DJ turntable that produces sound effects when a user hovers over its buttons. A bowl of Tai Pei will appear on the disc of the turntable, mimicking the bowl on a microwave plate. The bowl will spin on the disc as it rotates, “scratching” when hovered over by the user. Substantiation: This interactive ad encourages engagement among millennials and reinforces recognition of DJ PeiDay and the campaign surrounding her.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
11
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE RECIPE REMIX
Deliverables: Tai Pei will create videos similar to Buzzfeed’s popular “Tasty” series with two side-by-side aerial videos. On the left, a set of young hands struggle to chop scallions and marinate chicken, emphasizing the difficulty of traditional cooking. On the right, DJ PeiDay’s hands will place a hot bowl of Tai Pei on the table before placing a music mixing board next to her food and producing a song. When the song is over, she brushes the traditional ingredients off the millennial’s table and replaces them with a hot bowl of Tai Pei.
Substantiation: Parodies of popular cooking videos increase brand awareness in the target demographic and position Tai Pei as a convenient alternative to home cooking. DJ PeiDay’s role in the video furthers her position as the spokesperson in a cohesive campaign and emphasizes that eating Tai Pei frees up time for people to pursue their passions.
GRAM’S GRAM Deliverables: DJ PeiDay will take over Tai Pei’s Instagram account with photos and short videos depicting her daily life. Pictures will show her hanging out in the recording studio, making music, and enjoying her favorite dishes. Other posts will feature humorous videos of DJ PeiDay awkwardly calling famous musicians and attempting to convince them that she is a serious artist. Substantiation: DJ PeiDay’s engaging posts on Instagram will encourage users to follow the account and share her content as they keep up with her entertaining journey to success. As her account grows its following, it will build positive impressions of the product and serve as a platform for earned media executions.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
12
Nov
Dec
Jan
Feb
Mar
CREATIVE TAI PEI TIME SAVERS Deliverables: Tai Pei will produce pre-roll video ads for YouTube that are either fifteen-second or minute-long advertisements. The videos will start with DJ PeiDay placing a Tai Pei meal in the microwave, then setting the time to five minutes. In that time, she will perform various tasks to advance her DJ-ing career. Although the purpose of the ad is to show how much DJ PeiDay can accomplish in the cooking time, the actual video will be cut to fit into the selected timeframe. Substantiation: This execution humorously depicts the strategic selling point that eating Tai Pei will save consumers valued time, enabling them to pursue their passions. Publishing the execution on YouTube will allow the advertisement to also be presented as a mini-series where viewers can watch DJ PeiDay accomplish different tasks, increasing engagement with the brand.
#PEIDAYCHALLENGE Deliverables: Tai Pei will prompt customers to create songs using items found in a kitchen. DJ PeiDay will kick off the challenge by releasing a video of herself making a song that begins with the beeps of a microwave and slowly progresses into an EDM track. Videos can be shared on social media and tagged with the hashtag #PeiDayChallenge. Three winners will be selected from those who submit videos and will receive Ticketmaster gift cards to spend on a concert of their choice. Substantiation: This execution, by demonstrating that one can make a song with just kitchen items, ties in to the music-centered campaign and highlights the convenience of Tai Pei products. Internet video challenges generate significant earned media because the user-generated content is personalized by each participant and shared by viewers.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
13
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE REAL TALK Deliverables: DJ PeiDay will pose as a talk show guest in a 15-second audio commercial and address the people who did not believe she could make it as a musician. She will explain that the key to her success is the Tai Pei products that allow her to pursue her passion of DJ-ing while still letting her enjoy a variety of delicious Chinese dishes. Substantiation: This execution highlights a major appeal of Tai Pei – that it offers the authentic flavor of Chinese food without the time and effort required to cook it. Tai Pei reaches its target demographic by placing this audio spot on popular music-streaming platforms.
DODGEBOWL Deliverables: Tai Pei will release an interactive game through Facebook Messenger. Players can challenge friends as they compete in a variety of levels inspired by Tai Pei dishes, such as a quest for Beef and Broccoli in a noodle rainstorm. Substantiation: Research shows that millennials use devices to keep themselves company while eating meals alone. This execution builds affinity with solitary consumers by entertaining them when they are most receptive. To join the game, players will allow Facebook permission to share their user information, granting Tai Pei access to valuable consumer data. The competitve nature of this social game and its placement on a familiar platform make this execution extremely accessible and therefore increases brand exposure.
TWEET & SOUR Deliverables: DJ PeiDay will run Tai Pei’s official Twitter. The tone of her tweets will be consistent with her eccentric personality while also keeping up with the latest trends and memes. She will engage with users and offer witty quips about why these customers should choose Tai Pei to gain more time in their busy lives. Substantiation: Having DJ PeiDay run Tai Pei’s official Twitter account makes the brand’s social media interactions more personal and compelling. Her engaging tweets expand our social reach beyond current audiences while generating earned media through likes and retweets.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
14
Nov
Dec
Jan
Feb
Mar
CREATIVE THE UNDERGROUND SOUND
Deliverables: Tai Pei will commission a series of paintings on the inside of subway tunnels, which will become twodimensional stop-motion films when viewed at high speeds by subway passengers. The stop-motion scene will artistically blend imagery from DJ PeiDay’s production equipment (turntable, laptop, speakers) with Tai Pei meals. The short “film” finale will flicker between a frame of DJ PeiDay sitting in a subway with a bowl of Tai Pei and a frame of an empty subway seat, turning the viewer’s own reflection into DJ PeiDay. Substantiation: The stop-motion animation reinforces awareness of DJ PeiDay and the music-centered campaign while highlighting the speed and convenience of preparing Tai Pei products. The entertainment value of the stop-motion film will inspire passengers to share the art through social media, particularly Snapchat and Instagram.
SPIN YOUR STORY Deliverables: Tai Pei will create a custom-branded Snapchat filter that displays headphones and a DJ mixing board with a Tai Pei bowl resting on it, allowing Snapchatters to picture themselves as DJ PeiDay. Substantiation: A fun, shareable Snapchat filter builds awareness for Tai Pei, expanding the brand’s social following and reach among millennials through user-generated content.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
15
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE BOWLBOARDS
Deliverables: Billboards will feature DJ PeiDay in front of a cheering crowd in a classic DJ pose. In some billboards her hand holding a bowl of Tai Pei will extend out of the regular frame of the billboard and serve as the focal point of the scene.
Substantiation: The billboards capture the campaign’s central electronic music element in a visually compelling display. Highlighting the bowl as popping out of the regular frame will bring increased attention to the product and stand out from other billboards.
MICRORAVES Deliverables: Tai Pei will sponsor a tent at Lollapalooza and EDC that feature free Tai Pei meals and a spectacular DJ PeiDay performance. The tent will be modeled after the new Tai Pei bowl packaging, with an interior lined with colorful LED microwaves that light up to the beat of the music. Attendees will have to follow Tai Pei on social media to get into the tent. Substantiation: This execution encourages trial of the product while helping Tai Pei build its brand image and garner earned media. Our research indicates that millennials make up about half of these festivals’ audiences, and perceive brands more positively after interacting with them at the events.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
16
Nov
Dec
Jan
Feb
Mar
CREATIVE REMIX YOUR COMMUTE
Deliverables: A decal, depicting DJ PeiDay seated in a subway car or bus in between two bored millennials, will be applied to the exterior of buses and subways. The image will create the illusion that the side of the vehicle is transparent and passersby are seeing a glimpse inside. Wearing her signature tracksuit and headphones, DJ PeiDay is looking at her open laptop, her right hand clutching the side of her headphone and her left arm triumphantly raised, holding a bowl of Tai Pei. Substantiation: These eye-catching ads inspire commuters to look twice at what initially appears to be a transparent vehicle, increasing brand awareness and recognition for Tai Pei. DJ PeiDay’s open laptop and headphones will emphasize her constant hustle and illustrate how Tai Pei enables her to explore her passion.
LUCKY LIDS Deliverables: Throughout the year Tai Pei will give away VIP tickets to festivals such as Coachella, EDC, Lollapalooza, Austin City Limits, and Countdown. Customers can scan a redeemable QR code on the package lid, prompting a Facebook login to check if their bowl is a winning ticket. Substantiation: Offering tickets to these five festivals throughout the year allows Tai Pei to develop meaningful connections with our millennial demographic. This encourages eager consumers to purchase Tai Pei products before each event, establishing and maintaining a relationship with the brand all year long. Tai Pei also receives valuable data about their customers through Facebook integration.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
17
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE FUEL UP
GROCERY PUN FUN
Deliverables: Tai Pei will add a musical element to the traditional execution of a food truck by driving one around college campuses during back-to-school season, playing EDM music to draw attention. In order to obtain a free sample, students will need to follow Tai Pei on one form of social media and post about the brand on that platform. For example, students can post a picture on Instagram or check-in at the location on Facebook. The truck will also offer the option to purchase full ready-toeat Tai Pei meals.
Deliverables: Tai Pei will place eye-catching floor decals, featuring DJ PeiDay, around participating Walmart stores. Each decal will include an image of our eccentric spokeswoman making a pun that corresponds to the closest products displayed and directs buyers to the location of Tai Pei meals in the store. For example, a decal near the store’s nut section will display, “You’re nuts for not trying Tai Pei” and a decal near the vegetable section will read, “These beets are pretty sick, but our beats are better.”
Substantiation: Bringing the food truck to college campuses during the exciting first weeks back to school encourages trial and emphasizes to young millennials that Tai Pei’s meals are conveniently ready to eat. Enticing students to post on social media generates key earned media within our target demographic.
Substantiation: Incorporating DJ PeiDay-inspired puns on decals exposes shoppers to the brand’s unique spokesperson while encouraging them to purchase Tai Pei’s products during their trip to the grocery store.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
18
Nov
Dec
Jan
Feb
Mar
CREATIVE PARTY AISLE 6 Deliverables: Tai Pei will film a staged party in the frozen food aisle at a select Walmart store to be shared on social media. When a “customer” opens a refrigerator packed with frozen Tai Pei entrèes, the lights in the store will shut off, a disco ball will appear, colored lights will flash, and music will play on the overhead speaker. Other “shoppers” around the store will join the party aisle before Tai Pei brand representatives emerge to give free Tai Pei to all the shoppers. Substantiation: This execution will position shopping for Tai Pei as an exciting experience, prompting customers to remember Tai Pei the next time they are at a grocery store. Filming the video as if it was a guerilla marketing execution at a random grocery store will make viewers believe this event actually happened and generate earned media through likes and shares.
“ATTENTION, SHOPPERS!” Deliverables: Tai Pei will record a message to be played throughout select Walmart stores. DJ PeiDay will announce that there is free food in the frozen food aisle, and a Tai Pei brand ambassador will be stationed in the aisle to hand out free samples to customers. Substantiation: Announcing a free giveaway through the overhead speaker will generate more interest than a typical free sample and draw curious customers to the frozen food aisle. The in-store trials will encourage purchases and establish brand awareness with consumers.
BUZZFEED YOUR HUSTLE Deliverables: Tai Pei will publish two articles on BuzzFeed in the site’s popular listicle format. For example, one article titled “Ten Ways to Hustle in Five Minutes or Less” will include a list of activities that take about the same amount of time needed to prepare a Tai Pei meal. These activities will range from daily tasks like folding laundry, to eccentric adventures like grooming a tiger. Substantiation: By publishing on Buzzfeed, Tai Pei will gain significant traffic from its target demographic because these articles are popularly shared on social media platforms. At the end of these listicles, Tai Pei will reiterate how well it helps consumers heighten their daily hustle. The focus on efficiency will entice our demographic considering how highly they value maximizing their time and effort.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
19
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE GATE-SIDE GAMES
Deliverables: Tai Pei will sponsor interactive gaming touchscreens in 15 airports during the weeks leading up to Christmas. Each touchscreen will display Tai Pei’s entrées as game options, and prompt travelers to log in via Facebook before playing their selected game. Players can share their score on Facebook to receive a free bowl of ready-to-eat Tai Pei from a brand representative accompanying the display.
Substantiation: The touchscreens stationed in hightraffic airports emphasize the convenience and versailitiy of Tai Pei’s on-the-go products. The required Facebook log-in and optional posting gives us critical consumer data and helps generate earned media.
DELICIOUS, DELIVERED Deliverables: Tai Pei will partner with Postmates to offer its users free Tai Pei meals and free delivery. Postmates drivers will go to participating grocery stores to pick up and deliver entrées selected by customers who order in-app. Substantiation: This execution drives trial by eliminating both the cost and the hassle of buying Tai Pei products at the grocery store. Postmates is available in over 20 markets and is a popular choice among millennials over other grocery and food delivery apps that cater to different demographics.
FROM YOUR ICEBOX TO YOUR INBOX Deliverables: In early January of 2018, Tai Pei will sponsor five days of emails from theSkimm, a company that delivers current news to over 3.5 million inboxes every morning. Each email will advise readers on how to make the most of their day while enjoying one of Tai Pei’s entrées and include links to Tai Pei’s list of products. Substantiation: Because Tai Pei’s articles focus on making the most of your time, they will be sponsoring emails during the beginning of January, when readers are striving to fulfill their New Year’s Resolutions. Giving subscribers productivity tips brands Tai Pei as an ideal way for theSkimm’s millennial and young professional audience to maximize their time.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
20
Nov
Dec
Jan
Feb
Mar
CREATIVE: EXTRA $5MM SONG COLLABORATION
POP-UP BOWL TOUR
Deliverables: Tai Pei will sponsor a “collaboration” between DJ PeiDay and award-winning electronic music artist, Flume. This sponsored song will be written and performed by Flume, but feature DJ PeiDay in the music video and live performances, providing her with her “Big Break”—a platform for appearances nationwide.
Deliverables: DJ PeiDay will travel across the country to host a series of concerts at four major universities. She and a local up-and-coming DJ will play a set featuring songs from our Spotify playlist while vendors hand out free samples of Tai Pei inside a tent fashioned to look like a Tai Pei bowl.
Substantiation: Sponsoring a song with Flume will bolster brand awareness with the target demographic, drive sales, and generate earned media from consumers sharing the song and music video across social media platforms.
Substantiation: This execution promotes DreamCoast and encourages our target demographic to experience Tai Pei products in a fun and unique environment. Performances by local DJs connect the brand to the real-life hustle and encourage college students to associate Tai Pei with a local favorite.
DREAMCOAST Deliverables: DJ PeiDay’s Big Break culminates in the DreamCoast festival, which features headliner Flume and seven other prominent electronic artists. The festival will include a variety of compelling activities centered around the concept of working towards one’s dreams. Vision boards, inflatable obstacle courses, lantern releases, and a floating dinner will entertain audiences in San Diego as well as those streaming it in virtual reality across the nation. DJ PeiDay will appear on stage when Flume plays the sponsored song prior to their closing set. Substantiation: With its star-studded lineup and engaging activities, the festival is a memorable event that cements Tai Pei as an exciting, relevant brand to our target demographic. Activities are designed to provide personalized and aesthetic content to encourage social sharing. The San Diego venue provides for a large population of millennials, a warm climate for the event’s winter date, and accessibility for all of Southern California.
AWARENESS April
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
21
Nov
Dec
Jan
Feb
Mar
CREATIVE
CREATIVE: EXTRA $5MM VR WORLD RECORD
FUEL YOUR HUSTLE
Deliverables: Tai Pei will live-stream DreamCoast to virtual reality tents in all 50 states, breaking a world record for the largest VR audience connected to a live-streamed festival. This event will be advertised on all social media platforms so followers have the opportunity to participate in festival activities. The tents will be set up in busy areas in major cities, providing 100 VR goggles and headsets per tent.
Deliverables: Tai Pei will create a playlist called “Fuel Your Hustle” featuring songs by DreamCoast performers. The eclectic mix of upbeat songs reflects DJ PeiDay’s optimistic personality, and the description will include a link to buy festival tickets. Flume and DJ PeiDay’s collaboration will be featured at the top of the playlist.
Substantiation: Tai Pei will simultaneously gain exposure and credibility by providing non-attendees with the opportunity to remotely engage with the brand, the festival atmosphere, and the performers. Users will share their experience through their own social media channels, increasing earned media for the brand outside the festival grounds.
SHARE THE DREAMS Deliverables: Tai Pei will advertise the DreamCoast festival with a sponsored ad in the style of a recognizable festival lineup. The digital poster will feature the artist lineup and a listing of the festival activities with emphasis on the VR worldrecord-breaking event.
Substantiation: With over 100 million global listeners and a large millennial audience, Spotify is one of the top streaming platforms in the world. By creating a Spotify playlist, Tai Pei will not only promote DreamCoast to its current audience, but also expand its following to include other electronic music fans.
Substantiation: The ad will generate excitement through the reputability of the artist lineup and the impressive goal of breaking a world record.
AWARENESS April
CREATIVE
May
TRIAL June
July
Aug
Sept
LOYALTY Oct
22
Nov
Dec
Jan
Feb
Mar
$10 MM BUDGET
$40,000 $0 $150,000
7,000,000
The Skimm (Email Sponsorships)
$250,000 $1,010,000
20,833,333 67,333,333
Spotify
YouTube (Executions and Commercial Spots)
$750,000
105,000,000
Video Commercial
$325,000 $325,000 $50,000 $100,000 $50,000
400,000 200,000 0 60,000
EDC Sponsorship - Pop-up Bowls
Lollapalooza Sponsorship - Pop-up Bowls
Wamart Sponsorship - Floor Decals
Walmart Sponsorship - Party Aisle
20,200,000 37,000,000
Song Promotion on YouTube
Song Promotion on Facebook
Snapchat (Nationwide Filter)
VR Silent Discos
Festival (Artist Booking Costs)
FESTIVAL
Facebook Sponsored Post
Spotify Playlist
Programmatic Display
FESTIVAL AND VR PROMOTION
Pop-Up Bowl Concert Executions
$100,000 $4,500,000
448,443,333
$650,000
$1,000,000
$300,000
$50,000
$300,000
$100,000
$200,000
$300,000
$250,000
$250,000
$1,000,000
158,000,000
500,000
0
55,500,000
10,000
131,250,000
150,000
20,833,333
Song Promotion on Spotify
PROMOTION TOUR
0 25,000,000
Song Promotion on Pandora
$50,000 $9,000,000
10,000
Sponsored Song with Flume
THE BIG BREAK
Festival Ticket Giveaways
3,055,906,896
$150,000
Airport Terminal Execution
GIVEAWAYS
$105,000
10,000 625,230
Food Truck College Tour
GUERRILLA
Walmart Sponsorship - Samples
$105,000
15,000 400,000
Postmates Sponsorship
PARTNERSHIPS
$750,000
262,500,000
Display Banner
PROGRAMMATIC DIGITAL
Commercial
$1,200,000
$400,000
TV 90,720,000
$840,000 1,200,000
Billboards
Subway Station Execution
$300,000
135,000,000 1,920,000,000
Bus Wraps
OUT-OF-HOME
$250,000
25,000,000
Pandora
ONLINE STREAMING AND VIDEO
YouTube (Executions and Commercial Spots)
5,000,000
CO S T
Facebook Messenger Game
IM P RES S IO NS
$100,000
MA R
7,000,000
FE B
Buzzfeed (Front Page Listicles)
JA N
$500,000
DE C
158,000,000
NOV
Snapchat (Nationwide Filter)
OCT
$200,000
23
SEPT
61,300,000
AUG
JUL
FLOWCHART $1,000,000
JUN
3,300,000
MAY
One time or day specific event
185,000,000
APR
Standard Advertising Pressed (More Frequent) advertising
SOCIAL MEDIA
E XEC UT ION S
MEDIA PLANNING
ADDITIONAL $5 MM
MEDIA PLACEMENT THE BUDGET 2.55% 10%
2% 10% 10% 20% 35% 13% 13%
19.9%
10.1%
15.4%
12%
20% 15%
15.1%
20%
$10 M M BU DG E T
AD D I TI O N AL $ 5 MM B UDGET
$1,990 , 0 0 0
SOCIAL MEDIA
$1,750,000
V R DIS C O & F ESTI VA L
$1,540 , 0 0 0
O U T - OF - H OM E
$1,000,000
S ONG PR OMOTI ON
$1,510 , 0 0 0
S T RE A M I N G R A D I O & V I D E O
$1,000,000
S PONS OR ED S O NG
$1,500 , 0 0 0
P ROGR A M M AT I C D I SPL AY & V I D EO
$650,000
F ES TIVAL PR OM OTI ON
$1,200 , 0 0 0
T E L EV I SI ON
$500,000
AGENC Y F EE
$1,005 , 0 0 0
PART N E R SH I PS & PR OM OT I ON S
$100,000
PR OMOTION TOUR
$1,000 , 0 0 0
AG EN C Y F E E S & R E PR OD U C T I O N C OS TS
$25 5 , 0 0 0
GUERRILLA
PARTNERSHIPS AND PROMOTIONS Partnerships are crucial to successfully converting awareness into purchase consideration. By providing consumers with accessible opportunities to sample Tai Pei products, partnerships allow us to drive trial with the intent of building loyal customers. We are partnering with Walmart to promote Tai Pei with engaging in-store executions, as well as with Postmates, EDC, and Lollapalooza to further drive trial, emphasizing the months of August through November for the transition from the Awareness phrase to the Trial phase.
STREAMING RADIO AND VIDEO Streaming platforms are the most effective way to reach millennials, since multi-screen platforms follow them everywhere. Most millennials prefer online video to TV – 67% report that they can’t live without YouTube, but only 36% feel the same way about TV. Also, millennials listen to 75% more music than baby boomers, and 75% of millennials use music streaming services. We will leverage Spotify, Pandora, and YouTube for extensive reach and accumulate consumer behavior and data. We will take advantage of consumer insights to repeatedly expose millennials to our executions and make our product a part of their daily routine.
PROGRAMMATIC DISPLAY AND VIDEO To maximize the effectiveness of display and video advertising, we will utilize a programmatic media agency to place our creative in ad spaces automatically. When a consumer fits our target audience and visits a website, our agency will automatically bid to serve them an ad. Because placing ads is instantaneous, we can bid per consumer rather than per website, making the ads less expensive and creating cheaper impressions despite a higher agency fee. Programmatic agencies have information and algorithms that allow us to advertise based on consumers’ demographics and behaviors. After placing an ad, we will collect data on a consumer’s ad interactions, track the ad’s effectiveness, and gain insights on which consumers are most receptive to our creative executions.
MEDIA PLANNING
24
MEDIA PLACEMENT TELEVISION Because television advertising possesses the ability to reach a large number of viewers at once, it creates a shared experience among its audience. When done right, advertising can take advantage of this collective viewing to permeate culture, ideally by “going viral” on social media. Since our media strategy is centralized around earned media, this makes television advertising ideal for achieving expansive reach and targeting millennials. In order to harness the influence of television, we will air 15-second and 30-second spots during the late fringe period, a time that boasts of high media consumption by millennials while costing less than prime time. Our commercial will air on the shows—and their corresponding networks—that attract the largest number of millennial viewers, which include: ADULT SWIM Venture Brothers Family Guy Dragon Ball Super Titan Maximum Aqua Teen Hungerforce JoJo’s Bizarre Adventure Boondocks
ESPN Sports Center COMEDY CENTRAL The Daily Show with Trevor Noah
SOCIAL MEDIA Social media’s greatest strength is its ability to build brand loyalty and micro-target coveted demographics. Our campaign focuses on Facebook, Twitter, Instagram, Snapchat, Pandora, and Spotify. We will leverage Facebook’s large millennial audience by interchanging different executions throughout the year in order to keep content fresh and exciting. Instagram’s focus on aesthetic images will enable us to alter millennials’ negative perception of frozen food and inspire them to share Tai Pei’s content with their friends. Due to Snapchat’s dominant millennial user base, we will encourage users to put Tai Pei sponsored filters on their public stories. In addition, the inclusion of “like,” “comment,” and “share” buttons next to social media content makes these platforms ideal for generating earned media.
OUT-OF-HOME Our campaign utilizes the widespread appeal and extensive reach of out-of-home platforms such as billboards, bus wrap ads, and a unique subway tunnel execution to provide a significant lift to our Awareness stage. Out-of-home media also encourages a smooth transition into our in-store Trial period, since visible outdoor ads often influence subsequent purchases in stores. Furthermore, creative out-of-home executions can be eye-catching and powerful when implemented correctly, providing the opportunity to accumulate earned media exposure when consumers share these executions on social media.
GUERRILLA The strength of guerilla advertising stems from its ability to engage consumers and become shareable content on social media. In order to generate earned media, our executions are specifically geared to prioritize these two functions. By providing product samples within our guerilla executions, we can bridge the gap between awareness and trial. Giving consumers the ability to sample Tai Pei’s meals allows them to build favorable brand associations and interact directly with the product.
25
MEDIA PLANNING
MEASURES OF SUCCESS CAMPAIGN RESULTS We expect our campaign to meet and exceed our goals in all possible categories. We expect to generate over 3 billion impressions using our $10 MM budget in addition to the millions of free impressions acquired through Earned Media. As a result, Tai Pei can expect greater top-of-mind awareness, more inclusion in the consideration set, and increased purchase frequency by the end of the 2017-2018 campaign.
DATA ANALYTICS On an ongoing basis, we will use data in a variety of ways to improve our campaign performance.
DATA F RO M DIG ITA L A DS
D ATA FRO M C O N S UMERS
Due to our high quantity of digital executions, we will generate a significant amount of data regarding the target demographic’s interaction with the ad. This data, which includes clicks, likes, shares, average time watched, and activity rate among others, allows real-time adjustments to more heavily emphasize creative content that is performing well. For instance, our campaign calls for multiple video executions on Facebook. If one in particular is performing exceptionally well, we can rotate that to appear more frequently in our later Facebook media buys.
In order to drive trial, our campaign needs to target active consumers of Tai Pei’s products. In many of our executions involving known consumers, we will ask them to provide personal data to further our campaign (e.g. log-in with facebook, sign up for a newslettter, etc.). Our goal for collecting this data is to determine who currently does not consume Tai Pei’s products but could be influenced to do so through advertising. These persuadable consumers will help narrow our demographic and behavioral targeting criteria later in the campaign. This data is vital for determining our consumer and optimizing our campaign.
CAMPAIGN TESTING To ensure that our campaign effectively drives Tai Pei’s brand relevance, we conducted preliminary testing with a survey and two focus groups. The resulting feedback quantitatively determined tagline iterations and qualitatively optimized design and copy assets for particular creative executions. For “Bowlboards,” the depiction of DJ PeiDay facing a crowd rather than facing people looking at the billboard performed better in the focus group since the former emphasizes excitement for the product. Next, for “Remix Your Commute,” the focus group preferred DJ PeiDay sitting between average millennials rather than fellow elderly women, as it highlighted her eccentric nature and made the decal more relatable. Finally, for “Grocery Pun Fun,” an image of DJ PeiDay ranked better than an image of one of her tweets. This exercise helped us gain a more comprehensive perspective by integrating opinions of the target demographic into our creative executions, thereby substantiating the effectiveness of the campaign.
MEDIA PLANNING
26
SOURCES 1 “AboutHealthy Choice.” About Us & Brand Story | Healthy Choice.
26 The Hartman Group. “Millennial Food Shoppers And Diners:
Web. 20 Jan. 2017. 2 “About Tai Pei: The History and Products of Tai Pei Frozen Asian Cuisine.” About Tai Pei: The History and Products of Tai Pei Frozen Asian Cuisine. Web. 28 Feb. 2017. 3 “Airport Advertising.” Airport Advertising in 100 Cities. Blue Line Media, n.d. Web. 14 Mar. 2017. 4 Aland, Maggie, and Jun Chiong. “How Much Does Billboard Advertising Cost?” FitSmallBusiness. N.p., 08 Mar. 2017. Web. 5 Alves, Carol. “5 No Brainers for Successful Product Sampling.” Barnes & Noble College Marketing, Barnes & Noble College Marketing 2017, 9 Aug. 2016, 6 Askew, Katy. “Focus: Is Nestle’s “reboot” enough to save Lean Cuisine?” Food Industry Analysis | just-food. Aroq Ltd., 15 July 2015. 7 Azzinaro, Joe, ed. How America’s Eating Habits Are Changing. Consumer Research Report. Private Label Manufacturers Association, 2016. Web. 4 Jan. 2016. 8 Blank, Christine. “Asian Meals Up 3.1%.” Frozen & Refrigerated Buyer Nov. 2016: 30-31. Print. 9 Blank, Christine. “Asian Multi-Serve Meals Up 2.3%.” Frozen & Refrigerated Buyer Aug. 2016: 36-37. Print. 10 Bohnert, Kate. “2017 Feature Flavors Trends.” Sensory Effects, Balchem Corporation, 2016. 11 “Company Milestones.” Company Milestones | Conagra Brands. 12 Crockett, Zachary. “How Much Does It Cost to Book Your Favorite Band?” Priceonomics. N.p., 16 May 2014. Web. 13 Deeb, George. “Programmatic advertising and the rapid changes in digital ad space.” The Next Web. N.p., 25 Mar. 2016. 14 Dixon, Vince. “The Most Popular Delivery Orders by State.” Eater. 26 Sept. 2016. Web. 20 Jan. 2017. 15 Dugan, Andrew. “Fast Food Still Major Part of U.S. Diet.” Gallup. com. Gallup Inc., 06 Aug. 2013. Web. 20 Jan. 2017. 16 Dugan, Emily. “16 to 24-year-olds Spend More on Food than Any Other Age Group, Says Research.” The Independent. Independent Digital News and Media, Web. 20 Jan. 2017. 17 Ferdman, Roberto A. “The most American thing there is: eating alone.” The Washington Post. WP Company, 18 Aug. 2015. Web. 18 “Food Retail Industry Insights.” Duff & Phelps, 2016. 19 Foodways of the Younger Generations: Millennials & Gen Z. The Hartman Group, Inc., 2016. 20 Federgreen, Ian. “Subway Tunnels Feature Animated Ads.” ABC News. ABC News Network, 16 Aug. 2004. Web. 14 Mar. 2017. 21 Fromm, Jeff, Celeste Lindell, and Lainie Decker. “AMERICAN MILLENNIALS: Deciphering the Enigma Generation.” Barkley. Web. 22 Fry, Richard. “For First Time in Modern Era, Living With Parents Edges Out Other Living Arrangements for 18- to 34-Year-Olds.” Pew Research Center’s Social & Demographic Trends Project. Pew Research Center, 24 May 2016. Web. 22 Nov. 2016. 23 Gallagher, Julie. “College-Age Millennials Eat Along Meatless Spectrum.” Supermarket News, Penton, 31 July 2013. 24 Gallup, Inc. “Most U.S. Families Still Routinely Dine Together at Home.” Gallup.com, 26 Dec. 2013, 25 Gelski, Jeff. “State of the Industry: Frozen Foods.” Food Business News. Sosland Publishing Co., 2015. Web. 09 Oct. 2016.
Spontaneous. Flexible. Contradictory.” Hartman Group. Web. 27 Healthy Choice Cafe Steamers. Vimeo, 2014. Web. 28 “How Healthy, Protein-Rich Foods are Nourishing Growth in the Consumer Packaged Goods Industry.” IRI Worldwide, Apr. 2016. 29 “How Millennials Shop Online.” EMarketer. N.p., 10 July 2013. 30 “How TheSkimm Works and Makes Money.” Investopedia. N.p., 27 Aug. 2015. Web. 14 Mar. 2017. 31 Karp, Gregory. “How single people can save on food expenses.” Chicago Tribune. Chicago Tribune, 17 Oct. 2014. Web. 32 Leathers, Denise. “Slow But Sure Growth.” Frozen & Refrigerated Buyer Sept. 2016: 34-40. Print. 33 Malovany, Dan. “Frozen food insight.” Food Business News, 2014. 34 “Millennials: Confident. Connected. Open to Change.” Pew Research Center’s Social & Demographic Trends Project. Pew Research Center, 23 Feb. 2010. Web. 22 Oct. 2016. 35 Nunes, Keith. “Clean Label Gains Momentum.” Food Business News, 3 May 2016. 36 Powell-Smith, Michelle. “Healthy Choice Compared to Lean Cuisine.”LIVESTRONG.COM. Leaf Group, 16 Aug. 2013. Web. 37 “Radio And TV Advertising Rates By Daypart.” Ad Buying Secrets. 38 Raftery, Dan. “’Authentic’ Asian is a Hit.” Frozen & Refrigerated Buyer Sept. 2014: 44-48. Print. 39 “Reference - Facebook Login - Documentation.” Facebook for Developers. Facebook, n.d. Web. 14 Mar. 2017. 40 Renner, Barb, and Jack Ringquist. “Capitalizing on the Shifting Consumer Food Value Equation.” Deloitte Consulting LLP. 41 Schawbel, Dan. “Why Millennials Should Get Used to Work-Life Imbalance.” Time. 29 Oct. 2014. Web. 20 Jan. 2017. 42 Schouten, Rebekah. “The new definition of comfort food.” Food Business News, 31 Aug. 2016. 43 Schultz., E.J. “Lean Cuisine Makes ‘Massive Pivot’ Away From Diet Marketing.” Advertising Age, 26 June 2015. Web. 44 Seigel, Eric. Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, Or Die. Hoboken, New Jersey: John Wiley & Sons, Inc., 2016. Print. 45 “Talking to Strangers: How Social Influences Millennials’ Shopping Decisions.”BazaarVoice. Web. 46 “Technomic’s New College &Amp; University Study Reveals Shifts in Campus Foodservice Patronage.” Technomic Blog, Technomic Inc, 26 June 2013. 47 “The Men, the Myths, the Legends: Why Millennial “Dudes” Might Be More Receptive to Marketing than We Thought.” Web. 48 “Top 5 food trends fueled by Millennials.” Refrigerated & Frozen Foods Magazine, 19 Apr. 2016. 49 Vollbracht, Mario. “Segmentation is the Key to Customer Satisfaction.” QSR magazine. Journalistic Inc., 23 Nov. 2016. Web. 25 Nov. 2016. 50 Wohl, Jessica. “Hot Pockets Aims to Be Fuel for Guys and Their Wacky Ideas.” Advertising Age CMO Strategy RSS. 2 Jan. 2016. 51 Wong, Venessa. “Every Food Trend Goes Against Slumping Hot Pockets, Even Government Spending.” Bloomberg.com. Bloomberg, 22 Oct. 2014. Web.
27
SOURCES
THE TEAM ACCOUNT EXECUTIVES
Caitlin O’Malley
Zach Martinucci
Rujul Gupta
STRATEGIC PLANNING
Director: Stan Kuboi
Sarah Wyman
Director: Julia Seaton
Will Greenberg
Copy Manager: Hannah Chung
Summer Wang
Jenna Moorman
Tiffany Taimoorazy
Yujin Tsuruo
DESIGN
Director: Deanna Lam
Koby Otsuka
Mai Lee
Iris Lee
28
Bryan Wong
TEAM
MEDIA PLANNING
Director: John Malchar
Copy Manager: Lily Lewis
Uma Ramaratnam
Riya Godbole
Emily Leung
Saniya Kumar
Elizabeth Tran
Shashvat Somany
CREATIVE
Director: Callaghan Kennedy
Copy Editor: Hayley Gadzik
Copy Editor: Matt Cummings
Emma Bone
Natasha Williams
Claire Marchon
Michelle Chung
Harit Muttreja
Monserat Ortega
SPECIAL THANKS Jane Bitar & Michael Suman
TEAM
Copy Manager: Kevin Crosson
29