For two years, I worked on UO’s National Student Advertising Competition Team, first as an intern then strategy director/all team co-director. With around 25 teammates each time, we created a year-long campaign with a fully formed strategy, creative executions, and media plan. Highlighted below is the 2017 presentation for Tai Pei Frozen Asian Foods. To see the 2016 Snapple Campaign, click here!
Objective: Expand Tai Pei's reach to a new market of young millennials by highlighting product's taste, convenience and price.
Problem: The largest issue faced by Tai Pei is its low brand awareness with only 2% of our target knowing of the brand.
Insight: Young millennials are moving away from traditional eating routines of three meals a day and instead consuming numerous snack-like meals throughout the day.
Solution: Show Tai Pei as the quick, convenient and affordable answer to this new eating trend.
Upstream '17 Team