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NSAC - Tai Pei

Every year students across the country compete in the National Student Advertising Competition. My team was tasked with revitalizing the Tai Pei frozen Asian food brand to appeal to Millennials. 

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We delved into research on frozen food: who eats it and why. We wanted to dig deep on why our assigned target market would choose Tai Pei.

We ran focus groups, a survey, did IDIs in the frozen isle of grocery stores and reassessed all facets of the frozen-food category leading us to our key finding: people CRAVE more out of their frozen food.

Cravings Happen. Eat Tai Pei.

Just because there was only one age group didn't mean there wasn't diversity in frozen-food eaters.

Our personas represent people in different stages of life who crave more out of their meals. Social Snackers enjoy eating their meals socially - like in the office or with friends. Frozen Loyals are on a budget so frozen food appeals to their wallets. Asian Enthusiasts are busy people who want big flavor - so frozen food saves time.

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The in and out of home media reinforces the tone of our campaign while our tactics provide memorable moments at important touch points to make Tai Pei top of mind.

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See the full deck here

*This is student work

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