marketing research
tai pei frozen entrees
Problem: In 2016, noting a decline in frozen food sales across the industry, Tai Pei Frozen Entrees set out to increase brand relevance and drive sales with a fully integrated marketing campaign.
People: The brand sought to reorient their targeting efforts toward Headstrong Millennials, a diverse group of individuals between the ages of 18-25. Through careful research, we found that these consumers thrive in urban communities and live "busy" lives, something that Tai Pei can fix.
Plan: Create a fully integrated marketing campaign, leveraging social media; print; out of home, and digital advertising; partnerships; guerrilla marketing; and earned media to position Tai Pei as the crave-able option only minutes away from consumption. To find the insights that inspired this campaign, the team organized a survey with respondents from across the country, focus groups, in depth interviews, enthographies, and secondary research.
Role: Research, Creative Strategy
