Tai Pei Foods - NSAC 2017
Production Team | Adwave at UCSD (American Advertising Federation) | 2016-2017
The Challenge
As part of the 2017 National Student Advertising Competition, Ajinomoto’s Tai Pei brand wanted to increase their share of the asian frozen food market by improving brand awareness and consumer loyalty with millennial consumers. With millennials eating less frozen food than previous generations, it’s easy for a brand like Tai Pei to be left out of food purchasing decisions. Tai Pei needed to revitalize their image to attract millennial consumers to the asian frozen food market.
The Campaign
Our campaign would position Tai Pei in the sweet spot between convenience and craveability. Our slogan, “Craving Conquered,” would serve as a call-to-action for the busy millennial to satisfy their craving without sacrificing quality or time.
My Role
As a production team member, my role was to assist creative development and design campaign visuals. I was responsible for delivering polished designs for a portion of the campaign ads, casebook, and slide deck. All design work was done in Adobe Photoshop, InDesign, and Illustrator.
The Results
Utilizing the proposed media budgets of $5 million and $10 million, our campaign was estimated to earn 2.4 billion impressions. At the district level of competition, Adwave was awarded 4th place.
Not satisfied yet?
Feast your eyes on our campaign casebook and commercial.
