The Ask: Tai Pei challenged us to expand the brand's reach to a new market: young millennials, ages 18-25. The campaign should highlight the product's value through its taste, convenience, and price.
The Strategy: With a quick cook time, low calorie count, and single serving size, Tai Pei fits within the eating habits of young millennials. Our audience's lifestyle is not dictated by the standard of eating three meals a day. This change means that quick, convenient, and affordable food is an ideal choice.
Tai Pei can be the first frozen food product to own this cultural shifts in eating habits.
Idea: Our idea exhibits eating habits as being controlled by someone else, and empowers our audience to rebel. By creating an underground movement, Tai Pei sheds light on the fraud of "standard" eating habits, acknowledges the change in millennial eating, and positions itself as the rebellious catalyst for food freedom.