Tai Pei, Almost Unimaginable. But…getting to this epiphany surely was no effortless feat. In the 2016-2017 year we battled the world of the millennial along with the stagnant frozen food market, quite the combo. In order to disrupt the market, and grab the attention and loyalty of our evasive target, we had to reenergize the brand to make Tai Pei’s frozen Asian entrees stand out amongst the crowd. To do so, we highlighted three of Tai Pei’s brand attributes — cook time, variety of flavors, and practicality — the ultimate triple threat to tackle our challenges. Playing with a brand that had such low brand awareness gave us the opportunity to run wild, allowing us to slay the district stage with a most unique campaign, Almost Unimaginable.
In 2015-2016 our veins were flowing with straight Snapple. In order to be the top choice for users in the Heartland — NYC — and to increase sales and gain loyal consumers in the Non-Heartland, we had to reacquaint our audience in order to grow Snapple volume in the U.S. By highlighting Snapple’s quirky personality, passion, and enticing flavors we inspired consumers to embrace the good, unexpected things that add to our daily lives. With “Snapple, Real Good Stuff” we took first place at districts.
Pizza Hut sponsored us in 2014 – 2015, asking us to reposition them as the best place to order pizza online during a six-month campaign. We decided to encourage customers to be “Bolder. By the Bite.” and took second place at districts, along with a first place presenter award for that year’s president.
In the 2013 – 2014 year, Mary Kay Cosmetics gave us $10 million and one year to attract 18 – 24 year old women to Mary Kay. Our campaign, “Always Honest,” placed fourth in the district competition.
The 2012 – 2013 sponsor, Glidden Paint, challenged us to increase awareness and consideration when buying paint at Walmart with a $10 million budget and a five-month campaign. With our original “Look What One Can Do” campaign, we took first place at districts in Indiana and earned the second best presentation score at nationals in Arizona.