2017 NSAC Competition presentation for Rowan University.

1. SPONSORED BY
DISTRICT COMPETITION PRESENTATION
AGENCY 337

3. Millennials want...
• Satisfying, familiar flavors
• Convenient, available frozen food to fit in with their busy lives
Tai Pei offers...
• familiar flavors
• convenient cooking
• ...but the brand lacks a defined personality in consumers’
minds.
This campaign will position Tai Pei as the spirited frozen food
brand that offers familiar flavors with a lively experience.

4. Awareness: Put the Tai Pei brand on millennials’ radar
Platform: Transform Tai Pei into a lively brand with a fiery personality
Position: Situate Tai Pei as a spirited frozen brand with familiar flavors of take-
out
Trial: Engage millennials with brand and entice them to try Tai Pei

5. Guiding Questions
1. Have millennials ever heard of Tai Pei?
2. What do millennials think about the brand?
3. What is a millennial’s thought process behind
frozen food purchases?
4. How would millennials’ describe their
relationship with international flavors?

6. Approach
• Quantitative surveys
• Focus groups
• Social media audit
• Supermarket observation
• Website content analysis
• Secondary research tools
from AAF database

7. 78%of respondents have never
tried Tai Pei
57%of respondents base frozen
food purchase decisions on familiarity
with brand
37%have never even heard of the
brand
70% of millennial respondents eat
take-out once a week
92%of respondents choose
familiar flavors over exotic choices
“The packaging was cute and they were on sale at
whichever supermarket I was at. I also enjoyed the
flavors that were available.”

8. Carly
Connoisseurs of Comfort
Ryan Eric

24. Phase 1
Digital + Social
Push
Phase 2
Out-of-Home
Advertising
Phase 3
Experiential,
Point of Sale, +
Social
Phase 4
Second Digital
+ Social Push

26. Awareness: Put the Tai Pei brand on millennial's radar
Platform: Transform Tai Pei into a brand with a spirited fiery personality
that offers a lively experience of comfort
Position: Situate Tai Pei as a spirited frozen brand with the familiar
flavors of take-out
Trial: Engage millennials with brand and entice millennial’s to try Tai Pei