Tai Pei: Fortunately Different, National Student Advertising Competition 2017

Our team was challenged to create and develop a fully integrated marketing and retail
campaign to help make the Tai Pei brand and its products more relevant to the diverse
millennial consumer.
Although Tai Pei ranks third as an Asian single serve entree brand, it’s clear there has
been a major negative trend in sales over the past year. IRI POS scan data has revealed
that Tai Pei’s dollar sales have decreased over the past 52 weeks. As of August 2016,
Tai Pei’s dollar sales decreased by 20.8% versus last year, and Tai Pei only holds a 11.8
percent dollar share of the ethnic frozen food category.
Tai Pei is in the midst of a rebrand. They are reformulating their products and redesigning
their packaging in an effort to appeal to millennials. However, a very low awareness
and a weak perception among millennials could threaten sales in an already declining
category.
For Tai Pei to remain competitive, the brand will need to understand the fundamental
differences and similarities within the 18-34 year-old millennial segment. We specifically
targeted the up-and-coming millennials aged 22-29 years old. A review of our extensive
primary and secondary research revealed differing opinions according to their “life
stages.”
The desire for experience was a common theme that seemed to unify all millennials. In
fact, more than 3 in 4 millennials (78%) would choose to spend money on a desirable
experience or event over buying a tangible item. Although some may be unattached,
most millennials value discovery - they want food to be an act of expression - and want
a brand that creates shareable moments before, during, and after purchase.
Tai Pei has a unique opportunity to be a relative reflection of how millennials continue
to redefine themselves, and play an equally important role in redefining the frozen food
aisle experience.
Therefore, we believe that the biggest challenges for this campaign will be making the
frozen aisle an exciting and easier-to-shop aisle, while increasing Tai Pei’s awareness
among 22-29 year-old millennials, and driving trial of its newly reformulated products.
Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . 1
Situation Analysis . . . . . . . . . . . . . . . . . . . . . 2
Competitive Analysis . . . . . . . . . . . . . . . . . . 3
Target Audience . . . . . . . . . . . . . . . . . . . . . 4
Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Target Segmentation . . . . . . . . . . . . . . . . . . 6
Proposed Target . . . . . . . . . . . . . . . . . . . . . 8
Campaign Strategy . . . . . . . . . . . . . . . . . . . 9
IMC Strategy . . . . . . . . . . . . . . . . . . . . . . . 10
IMC Media Mix . . . . . . . . . . . . . . . . . . . . . 11
Creative Strategy . . . . . . . . . . . . . . . . . . . . 12
Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Cookie Mobile . . . . . . . . . . . . . . . . . . . . . . 14
Social Media . . . . . . . . . . . . . . . . . . . . . . . 15
Community Outreach . . . . . . . . . . . . . . . . 18
Social Responsibility . . . . . . . . . . . . . . . . . 19
Retail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Community Experience . . . . . . . . . . . . . . . 22
Local Experience . . . . . . . . . . . . . . . . . . . . 23
Campaign Schedule . . . . . . . . . . . . . . . . . 24
Budget/Spending . . . . . . . . . . . . . . . . . . . 25
Campaign Measurement . . . . . . . . . . . . . . 26
Sources . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
EXECUTIVE SUMMARY
1

2
Category
Industry Trends
Growing health consciousness has driven
the decline of this product segment as
frozen prepared foods are perceived to
be unhealthy and highly processed by
many in the US. However, market share for
microwaveable ‘frozen snacks’ has grown
significantly.
Brands, such as Amy’s, with fresh ideas
and health benefits have grown. The
leading factors that influence consumers
to purchase more prepared meals and side
dishes are natural ingredients (39%), and
higher-quality or gourmet items (35%).
Technological developments in freezing,
packaging, and sorting, combined with
aggressive marketing for new products,
will be imperative for industry participants
to maintain market share.
of the category is
dominated by frozen
prepared foods and
entrees.
After several years of declining
sales, frozen food revenue is
expected to grow at a more
modest annualized rate of
0.6% to $33.4 billion over the
five years to 2021.
In 2015, the frozen
food category generat-
ed $32.5 billion in the
US, and Tai Pei’s net
sales in 2016 were
Yet despite the
flat growth, frozen
meal household
penetration is still
strong a
With a small presence in a static, hard-to-shop category, Tai Pei must disrupt conventional marketing wisdom
Tai Pei 3.6% dollar share, end-
ing 2016 with a total 11.8%
share of the frozen Asian food
category (single serve entrees)
Situation Analysis
Competitive Activity and Spend
0% 2% 7% 12% 14%
Lean
Cuisine
32%
Stouffers
33%
Marie
Callendar’s
Weight
Watchers,Smart
Ones,
HJ Heinz Co.
Healthy
Choice
Amy’s Kitchen,
Innovasion,
Delimex
PF Chang’sTai Pei
1%

SWOT
Strengths
• Positive rebrand efforts
(healthier products, trendy
packaging)
• Relative blank canvas (easier
to redefine target audience)
• Healthier and familiar Chinese
flavors
• Variety in products
(appetizers and entrees)
Opportunities
• Reposition the brand image; own unique
personality, redefine what it means to be different
• Appeal to 22-29 year old millennial market
• Build corporate social responsibility (CSR) via
omnichannel integration
• Break frozen food aisle stereotypes
• Initaite in-store and out-of-store brand
experiences
• Innovative and informative packaging
Threats
• Category decline and a push
to local fresh foods
• Competitors are more
established, possess unique
personalities (e.g. Weight
Watchers community)
• Availability of ready-to-eat
and heat-and-eat meals
Instagram Followers
Twitter Followers
Pinterest Followers
Facebook Followers
Weaknesses
• Not perceived as
authentic Chinese
• Lack of awareness
(distribution concern)
• Hard-to-shop frozen
aisle
• Not perceived as
healthy
Stouffer’s
Lean Cuisine
Healthy Choice
Smart Ones
Amy’s Kitchen
Tai Pei
Marie Callender’s
8.2K
5.8K
4.8K
3.7K
3.1K
1.2K
4K
39K 14K 11K
1K 346 0
Stouffer’s Amy’s Kitchen Healthy Choice Lean Cuisine
23K
21K 6K 2.5K 1K
0* 0* 0*
Amy’s Kitchen Lean Cuisine Stouffer’s Healthy Choice
Marie Callender’s Smart Ones
Tai Pei
* no Instagram account
H
ealthy
Choice
TaiPei
M
arie
Callender’s
Am
y’sKitchen
Lean
Cuisine
Stouffer’s
Sm
artO
nes
0
211
1K
2K
3K
3.4K
11K
Tai Pei Marie Callender’s Smart Ones
**Followers aren’t everything, but they’re something
Competitive Analysis
3

Target Audience
We conducted the following research in order to understand
consumer behaviors, perceptions and experiences when making
meal decisions:
Primary Research
Millennials, the suggested target audience, consist of various
generations that are all vastly different from one another. We
discovered many disparities among those aged 18-21, 22-29, and
30-34. With that, we propose a target audience of 18-34 year olds,
with a focus on those aged 22-29. Concentrating on a narrowed
target audience allows us to effectively connect with consumers who
embrace their unique personalities, busy lives, and diverse tastes by
interacting with brands that reflect these characteristics. This presents
Tai Pei with an opportunity to connect with a group that continues to
redefine themselves as individuals.
Target Audience
Nationwide survey with 750+ respondents
Three focus groups and taste tests
50 on the street interviews
51% of millennials
check the packaging
labels to ensure positive
environmental and social
impact.
of millennials associate themselves
with the values of self discovery.
of millennials are willing to pay
more for products made by a
brand they trust.
More than 50% of millennials
make an effort to buy products
from companies that support
the causes they care about.
of 25-34 year olds
now bring either
a smartphone or
tablet into the
kitchen.
Nearly 7 out of 10 millennials
experience FOMO (Fear Of
Missing Out).
54% of millennials associate
themselves with values of fun.
of millennials consider an ad-
venture and seek out different
options, they also like to try
“anything new and different.”
Millennials spend
of their food dollars on eating out
at restaurants.
of millennials claim to
choose something new when
it comes to changing up
food options.
4

3
Interviews
Our focus groups and interviews revealed important insights about our target audience’s meal decisions, grocery shopping habits, and
overall perception of frozen food.
Focus Group Points
Participants said they
stay away from frozen
foods because it is often
watery with inconsistent
heat and lacks the texture
of fresh food.
“Tai Pei has a stronger
and tangier taste than
expected.”
“The veggies are
crunchy and
colorful.”
Those aged 22 and
under like to get the
largest amount of food
for the cheapest possible
price and in the most
convenient manner.
Those under the age
of 22 said they almost
always turn to take-out
or delivery when they are
short on time.
However, those over 22
said they typically dig
through their pantry or
refrigerator to create
a meal in a desperate
moment.
Both age groups said
they do not expect frozen
food to taste good when
they eat it.
“A lot of restaurant Chinese
food is actually brought in
frozen, at least where I work.
There’s not too much of a
comparison, other than how
it is prepared.”
- Jacob, 22
Through this primary research, we established distinguishable differences between the comments made by participants who were aged 18-21
versus those aged 22-29.
“Whenever I’m in a bad mood
I like to turn to Chinese food.
It’s full of different flavors that
make the experience unique,
but it also has vegetables.”
- Bridget, 22
5

All about“social
convenience”
Spontaneous,
ambitious and diverse
Create experiences
on a budget
Focused on price
and convenience
Enjoy personalizing
food
Redefine health
trends
$ $ $
Personality Traits
Food Consumption
*The Unattached has limited freezer space.
Behavior*
Frequently buy frozen food
5.5/10
Frequently browse the frozen food aisle
71 %
The Unattached
General Attitudes
Consumers discussed their grocery shopping and dietary habits, and
listed these four attributes as most important:
The importance of the four attributes was ranked by each of our 750+
survey respondents. We took the data from our survey a step further
by computing the mean score for each group’s rating of the attributes.
These results emphasized the disparities between those aged 18-21,
22-29, and 30-34, which is our reasoning behind separating these age
groups into three segments.
0
3.0
3.2
3.4
3.6
3.8
4.0
4.2
Price Convenience Quality Nutrition
Food Attributes
Importance
Life Stages on Food Attribute Importance
The Unattached The Explorers The Mavens
Quality Convenience Nutrients Price
( 1 8 - 2 1 ) ( 2 2 - 2 9 ) ( 3 0 - 3 4 )
TARGET SEGMENTATION
6

Maturing, but
not boring
Family oriented
and inspired
Quality conscious
Excited about new
food trends
Enjoys experimenting
with recipes
Focused on
essentials
Personality Traits
Food Consumption
Behavior
5.7/10
Frequently browse the frozen food isle
T h e M a v e n s
69%
Self-identifying Decisions driven by
technology
Go out their way to
have an experience
Enthusiastic about
new quality food
Strive for balanced
diets
Like variety and
diverse flavors
Personality Traits
Food Consumption
Behavior*
6.2/10
Frequently browse the frozen food isle
The Explorers
73%
*The Explorers are more likely to browse and buy.
TARGET SEGMENTATION
7

Proposed Target
the Explorers22-29
of explorers said social advertising has
the most influence over how they perceive
a brand and its value
60%
34%of explorers are
more likely
to do things
spur of the moment
64%of explorers identify
as funny, humorous,
amusing, or witty
44%
of explorers
want to have
open dialogue
with brands
through social
channels
86%
of explorers
are more
likely to post
online content
reflecting their
personality
the Mavensthe Unattached
18-21 30-34
8

5
Browsing the aisle:Defrosting the stereotypes: Heating things up:Sampling something different:
Creating awareness &
understanding of Tai Pei
and The Representation
Project.
Developing brand
curiosity both in-store and
online.
Increasing product
consideration and
initiating experience
in-store, OOH and online.
Integrating into consumer
lifestyles and driving trial.
Campaign Strategy
Our campaign goal is to give Tai Pei its own unique, zany
personality, with a light-hearted sense of humor. It will help
redefine the frozen food aisle by breaking stereotypes,
convincing millennials to explore the aisles of life, and
reminding millennials that experiences come in many shapes
and sizes.
Tai Pei will honestly own who they are as the unapologetic,
healthier, more inspiring brand of frozen Asian food that
caters to millennials’ desire for fun, refreshing, and wholly
original experiences by providing them one through food.
TaiPei’scurrentmarketingcommunicationsareheavilyproduct
oriented, with less focus on the lifestyles of their consumers.
Consumers perceive Tai Pei to have a forced, corny persona
that misses the mark in terms of relatability and authenticity.
Breaking through the clutter of the frozen food category, this campaign aims to address four important steps:
Communications Goals quick to makea whole ordeal
affordablenot affordable
one of a kindblends with
the crowd
great for younot so great
for you
yumyuck
current
ideal
A unique personality and consumer experience is needed to move Tai Pei away from its current perception to its ideal perception of being
one of a kind! It’s important for engagement becauae 77% of millennials say some of their best memories are from brand experiences.
9

Los Angeles
San Antonio
Dallas
Chicago
Atlanta
Houston
New York
Philadelphia
Washington D.C.
ClevelandSan Francisco
Boston
10
Media Objectives
1. Generate brand awareness and develop positive sentiment for
Tai Pei by reaching the target audience through online, mobile, and
social platforms.
2. Drive engagement among consumers and offer unique brand
experiences by implementing targeted digital advertising.
3. Motivate product trial and in-store visits with traditional advertising
in spot market locations to complement promotional offers.
Media Strategy
Tai Pei’s media strategy will generate exposure among the target
audience to its line of newly, reformulated products. Nontraditional
media vehicles will allow Tai Pei to interact and develop a
relationship with consumers. Traditional media vehicles will inform
consumers about products and encourage trial in specific spot
markets. Lastly, our POS/retail activation tactics will further prompt
customers to engage with the brand via social media channels.
Spot Markets
By implementing spot market advertising, Tai Pei will further
penetrate 37% of the target audience. In developing the campaign
strategy, DMA’s were selected based on size of target population,
high frozen food CDI’s, and high propensity for Walmart and Whole
Foods shopping. These markets will influence the selection of OOH
advertisements, traditional radio, programmatic advertising, and
POS/retail activation.
IMC Strategy

Sponsored Posts & Story Ads
Tai Pei can reach its audience on Instagram through targeting
options such as age, interests, and behaviors. Ad recall from sponsored
posts on Instagram is 2.8 times higher than Nielsen’s norms for online
advertising, making it a valuable opportunity to spread awareness
and engage consumers.
Canvas Ads & Promoted Posts
According to SimilarWeb, Facebook contains about 88% of the
target audience. Therefore, ads can focus on 18-34 year-olds who are
interested in Chinese and Asian cuisine, and have purchased frozen
entrees or frozen ethnic foods.
Mid-Roll Story Ads & Discover Ads
.With high levels of engagement and a growing user base, Tai
Pei can utilize Snapchat to market its products, while inserting the
brand into consumers lifestyles. Snapchat reaches 41% of all 18-34
year-olds in the US daily, which make up 63% of its entire audience.
Promoted Pins
Tai Pei can take advantage of this image curation platform to
feature its products in visually appealing ways. With over 41% of
adults aged 18-34 using Pinterest, promoted pins will allow Tai Pei
to target consumers based on their interests and keyword searches.
Endemic In-Feed Units (Native)
Tai Pei can create sponsored content (in the form of listicles or
quizzes) that will appear in consumer’s feed. ComScore reported that
more than 50% of US millennials read Buzzfeed each month, making
it an effective platform for native advertising.
..
IMC/Media Mix
Traditional Radio/OOH
Radio commercials and billboard ads will be implemented
in spot markets to generate mass awareness, build brand recognition,
and trigger impulse buying. Nielsen reported that about 65.2 million
US 18-34 year-olds listen to traditional broadcast radio each week,
usually as they’re commuting to and from work. A 2009 Arbitron
National In-Car Study showed that 71% of millennials often look at the
messages on roadside billboards, and 68% say they make shopping
decisions while in the car.
Programmatic (Display Ads)
Tai Pei can enhance its paid media by using programmatic
ads to target consumers based on parameters like demographics,
geographic location, and online behavior. This will serve ads to the
specific target audience within the relevant context. Tai Pei can set up
attribution models to learn how the channels impact the campaign’s
ROI to assess and adjust spending throughout the campaign.
..Audio Spots
..Tai Pei can communicate with the target audience through
ads on streaming audio apps, as according to Strategy Analytics, 89%
of Internet radio listeners today prefer ad-supported listening.
.Pre-Roll & Video Ads
.Tai Pei can implement specific targeting parameters on
YouTube and Hulu such as demographics to increase brand exposure
among the target audience. A ComScore study indicated that 62%
of millennials take action after viewing an ad and 47% said they pay
more attention when viewing personalized ads. With choice-based
ad formats on Hulu, viewers can select the types of ads they want to
view, making delivery more relevant and engaging.
11

Brand ENGAGEMENTBrand CONVERSATIONBRAND CONTENT Brand EXPERIENCE
Between the years of 1907 and 1914,
Chinese and Japanese immigrants living in San Francisco, California pulled their heads together to create a sweet treat that would change the
game of Chinese food for years to come. An idea born from both adversity and diversity, delighting its consumers, grew to become an iconic
symbol that represents a unique post-meal experience. The name of this one-of-a-kind creation?

Our creative brief is inspired by this idea, exuding a quirkiness that embodies the personality of this novel dessert.
Our campaign pays homage to Tai Pei’s existing identity of providing “Good Fortune in Every Box,” and pivots from this idea in order to take
the brand a step further. Our campaign will acknowledge, express, and embody the benefits of “different” when it comes to the brand and its
products, as well as our millennial audience. Whether it be the difference between Tai Pei’s entrees and the rest of the frozen food category,
the embrace of what makes millennials uniquely different and diverse, or Tai Pei’s zany, approachable, yet altogether different personality:
Tai Pei will unapologetically own being “different” while encouraging millennials to do the same. For our campaign, we have two words that
encapsulate this identity across all of our executions, and express the sense of acknowledgement, and encouragement of difference - in every
sense of the word.
Creatively, our campaign will have an ecosystem of executions that work together to fulfill four pillars:
Tai Pei: Fortunately Different
The fortune cookie
CREATIVE STRATEGY
12

Our video spot simultaneously highlights and integrates both the bright ingredients of Tai Pei’s products and the appreciation of what makes
millennials unique. Ethnically and culturally diverse millennials are the ingredients in our offbeat video spot.
Video
SERIES OF VISUALS: Diverse
millennials walk onto the set.
SFX: Shufﬂing of bodies as they enter the
set.
Soundtrack cued.
VISUAL: Black male millennial breaks
fortune cookie open and reads fortune.
Male: (confused) “I’m... a carrot?”
Ingredients appear for each person once
each person reads their fortune.
VISUAL: White female reads her fortune.
Female: (confused) “I’m broccoli?”
VISUAL: Asian female reads her fortune.
Female: “I’m beef.”
VISUAL: White male reads his fortune.
Male: “I’m chicken. Wait, no. I’m not chick--”
VISUAL: Black female reads her fortune.
Female: “I’m a little bit of salt and
pepper!”
Production notes:
Cast: Ethnically and racially diverse Explorer millennials.
Soundtrack: “Frolic” - Luciano Michelini
SFX: Walking onto the set; fortune cookies cracking
Narrator voice: Male, late twenties, positive and casual, yet virtuous
Soundtrack resumes, quieter.
VISUAL: Indian female millennial breaks and
reads her fortune.
Female: (confused) “I’m... a pea?”
Soundtrack continues until the the
next frame begins.
VISUAL: Asian male reads his fortune.
Male: (confused) “I’m a noodle... I’m a
noodle!”
VISUAL: Packages of Tai Pei ﬂoating around.
V/O: “When different comes together, it
makes all of the difference, in all different
ways. Tai Pei, Fortunately Different.”
Production Notes:
Cast: Ethnically and racially diverse Explorer Millennials.
Soundtrack: “Frolic” - Luciano Michelini
SFX: Walking onto the set; fortune cookies cracking
Narrator voice: Male, late twenies, postive and casual,
yet virtuous
13

Everybody Does Food Trucks
Tai Pei will not. Tai Pei will have a Fortunately Different CookieMobile
that travels across the country spreading brand awareness. This
branded vehicle is the ultimate point-of-sale display, as it will be
parked outside of spot market grocery stores and other pop-up
branded events. The CookieMobile will live as the brand symbol
to express the quirky personality of Tai Pei and bring consumers a
Fortunately Different experience.
Retail and Community Outreach
The CookieMobile will be parked at select grocery retailers to engage
with consumers at the point of entry. Shoppers will interact with the
vehicle and the representatives to learn more about Tai Pei. Tai Pei’s
community outreach partnershp with The Representation Project
will be integrated with the CookieMobile. On-site consumers will
be invited to participate in The Representation Project’s mission of
breaking sterotypes by way of breaking fortune cookies with random
and quirky objects.
New York
Chicago
Atlanta
Dallas
Houston
San Antonio
Los Angeles
San Francisco
START
FINISH
COOKIEMOBILE
14

of millennials use Facebook
to share content42% is the most pinned
category on Pinterest&
Food
Drink
SOCIAL MEDIA
In the spirit of being Fortunately Different, our campaign will have a
Tai Pei sponsored Tasty video debut as the first microwaved entree
in a Tasty video, ever. By tagging Tai Pei in the post featuring one of
their entrees, the 82,930,905 followers of Tasty can click through to Tai
Pei’s Facebook account. Users can also see Tai Pei’s posts from their
Instagram account, promoted community outreach initiatives, and a
mobile Facebook Canvas ad. The Canvas will reach millennials with our
video spot, links to Tai Pei’s social media pages, information about their
partnership with The Representation Project, and a promotional coupon.
When consumers visit Tai Pei’s Pinterest page, they will see three
different boards: 5 Minute Meals, Tai Pei Pairings, and Healthy Crock
Pot Combos. The 5 Minute Meals will highlight the amount of time
it takes to heat up any Tai Pei product. The Pairings will introduce
recipes of different sauces and desserts to complement a Tai Pei meal.
The Healthy Crock Pot Combos will show recipes that a consumer can
mix other ingredients with Tai Pei. It is important for our titles to have
buzzwords that people will use to search on Pinterest rather than zany,
uncommon words.
H E A L T H Y
C R O C K P O T
C O M B O S
FollowHealthy CrockPot Combos
7 Pins
Healthy Crockpot Combos
15

of Twitter users expect a response
from brands they reach out to70% 79%Posts tagged with
a location see
higher
engagement
Tai Pei’s Twitter account will be a customer engagement channel
where the brand offers its own witty takes on trending topics that
relate with the brand and resonate with its audience. Twitter will also
house customer service, and a place where consumers can retweet
and tweet about their positive interactions, further promoting Tai Pei.
Tai Pei’s Instagram will showcase the journey of the CookieMobile
and its ingredient-inspired counterparts as they travel across the
country engaging with consumers. The account will further increase
brand awareness, highlight the CookieMobile’s role throughout Tai
Pei’s philanthropic service, and promote what makes Tai Pei For-
tunately Different by encouraging individuality and diversity in our
audience.
Social MEdia
16

Snapchat
This Snapchat ad will reside within a discover
publication story, such as Tastemade,
FoodNetwork, People, or Buzzfeed. Our
Snapchat ad will invite users to engage with
Tai Pei by writing a personalized fortune they
can send to a friend.
Snapchat ads are viewed up to times daily1 Million
Social MEdia
These brief ads played between Snapchat and Instagram stories will quickly
grab our millennial audience’s attention. These ads will feature fortune cookies
being smashed with culturally relevant objects. Whether it’s an ingredient, a
football during Super Bowl Sunday, or something else entirely, our spot will
startle viewers into remembering why we’re Fortunately Different and let them
swipe up to Tai Pei’s website.
17

Millennials
83% 79%74%
+ socially/environmentally
responsible companies
more likely to
purchase
products from
that company
more likely to
trust the
company
more likely to
pay attention
to company’s
message
because of
its deep
commitment to
a cause
2.5 million people
reached per week due to increasing behavior from 1% to
10% by the public. - The Representation Project
Community Outreach
Objectives
1. Utilize media coverage, retail activations and community
experience to spark interest and increase brand awareness.
2. Connect consumers with a relevant social cause through product
engagement.
3. Change consumer’s pre-conceived notions about societal
stereotypes and frozen entrees.
Ultimately, reaching these objectives will align consumers with
the CSR initiatives and drive product trial.
Pei It Forward
The Representation Project aims to “inspire
individuals and communities to challenge
the status quo and ultimately transform
culture, so everyone, regardless of gender,
race,class,ageorcircumstance canfulfilltheirpotential.”Thenonprofit
encourages public support by providing various ways to give back
from social media engagement to pledging long- term involvement,
so despite their busy lifestyle, everyone can make a difference. Just as
people are more than their “labels” and stereotypes, Tai Pei is more
than just another frozen food product.
Tai Pei not only wants to redefine stereotypes in the freezer aisle,
but also help individuals and communities break societal stereotypes
with The Representation Project. This non-profit organization aligns
with our target audience, connecting with them through social media
campaigns and more. Supporters can visualize their efforts amongst
the online communities and influence attitude and behavior within
top corporations that greatly impact our society.
18

7
Social Responsibility
Interactive Packaging
This partnership will be integrated in-store with proceeds donated
from specially-packaged Tai Pei products. The products purchased
will engage the consumer from point of sale to heating the meal that
uncovers a hidden message from The Representation Project with
Thermochromic Leuco Dye technology.
10% of the proceeds from the specially-packaged Tai Pei products will
be donated to The Representation Project. This charitable initiative
will be prompted via social media and implemented in the beginning
of the campaign for 3 month periods followed by 3 month sell-
through periods.
#fortuneBreakingNews Event
Tai Pei and The Representation Project’s biggest partnership event
consists of a unique, attention-grabbing structure located in San
Francisco. The event will encourage the nearby public to donate
any monetary amount in return for a branded token and specialized
fortune cookie that will ultimately contribute to reaching a final
donation goal matched by Tai Pei. The event culminates with the
breaking of a large-sized fortune cookie and post-event Tai Pei
sampling in celebration of coming together to make a difference. This
event will be staged with a street team to help engage traffic, place
The Representation Project signage, and coordinate other options of
involvement including Facebook-live streaming, online donating, and
use of #fortuneBreakingNews.
Never be afraid of wearing
a tutu to work.
Wow! Who knew giving back
could be so easy?
For more, check out
#fortuneBreakingNews
19

20
RETAIL
iBeacons
While in select grocery stores, the bluetooth signal of iBeacons will
alert iPhone users of the Tai Pei product. The beacon device, located
in the freezer aisle, will activate when shoppers are close to the device.
With beacon technology generating about $44 billion in retail sales
for 2016, the implementation will allow an immediate engagement
with shoppers as they browse the store.
Heated samples
Customers can try Tai Pei’s entrees at a sampling table, where the
food will be heated up prior to tasting. To avoid brand/ freezer bias,
consumers will not know they are sampling Tai Pei until after they have
tasted the product. After consumption, participants will be rewarded
with a coupon for a discount off their next Tai Pei purchase. This in-
store promotion will serve to encourage product trial, and break down
stereotypes about frozen food.
Retail Activation: Cookie Dispenser
The fortune cookie device dispenses coupons that include a unique
and quirky fortune, inviting the consumer to experience Tai Pei’s
personality to develop positive brand association. We suggest these
dispensers be placed in complementary aisles of the store, such as
the plastic silverware aisle. Since customers need utensils to consume
the product, it may initiate a new behavior in an unexpected place.
These will be used in select national grocery stores.
“Millennials are 47% likely to utilize a coupon“

RETAIL
Shopping Cart Ads
Grocery stores in select spot markets will display ads on the store’s
shopping carts. These will help build brand awareness of Tai Pei,
entice their appetite, and make them consider going to the frozen
food aisle.
Retail Activation: Stand Alone Freezer
Located at the end of the aisle in select grocery stores, freezers will
resemble the shape and design of the new Tai Pei containers to
generate awareness, curiosity, and trial among shoppers.
Retail Activation: Freezer Door Decals
The freezer door decals will attract attention within the freezer aisle
and draw eyes from across the entire store. The allure of the chopsticks
will both attract customers less acclimated to the freezer aisle and
those that frequent the freezer section. The continual visual of the
chopsticks on the actual freezer door creates a cohesive image (an
association) that ends with the chopsticks interacting with the food
decals.
21

exotic, adventuresome, memorable or
new to explore during their dining experience."
In select markets
Tai Pei Food Booth
Instead of selling Tai Pei to festival goers, Tai
Pei will ask for “pay what you can” donations
to The Representation Project in order to
enter the Tai Pei booth. Once consumers
have donated, they can sample various pre-
prepared Tai Pei products and also customize
their own fortune cookie with chocolate,
sprinkles, etc. In addition, consumers can
write and insert their own personal fortune
within the cookie to give to friends, family, or
to enjoy for themselves.
Vending Machine
The vending machine presents the consumer with a unique and entertaining
experience while waiting for the frozen food entree to be prepared and dispensed
at a discounted price. The vending machine’s
full touch screen panel displays a colorful, eye-
catching video of Tai Pei falling through the clouds,
eventually landing and smashing a fortune cookie.
The variety of ingredients used in each Fortunately
Different entree is also displayed as the prepared
meal is dispensed to the consumer. Located in spot
market grocery stores, it’ll provide the user with an
interactive experience they won’t forget.
Veghicles
Our campaign’s brigade of veggie vehicles, the Veghicles, will serve as a promotional extension of the CookieMobile. The main purpose is
to showcase the variety of ingredients within Tai Pei. They highlight the newly reformulated product line and serve as an extension of the
campaign’s creative executions. They will be present in select spot markets to accompany the vending machine and Tai Pei Food Booth and
other community outreach initiatives.
In Select Cities
Community Experience
22

Spot Length: 30 Seconds
Spot Title: (fortune) BREAKING NEWS
Production Notes
Setting/Scenario: The spot is a satirical breaking newscast that invites listeners to
see the Fortune Cookie Mobile.Announcer: Male, mid-twenties, broadcast anchor voice (big, booming, articulate)
SFX: Satirical news sound effects; cheering
(:00.5) Announcer: (quieter) “fortune”(:01) Announcer: (big/booming) “BREAKING NEWS”
(:01.5) SFX: (Sportscenter styled “duh-nuh-nuh, duh-nuh-nuh” except they’re being
played by asian-styled strings. Followed by a loud “gong” from a gong.)[SFX: Crowd background noise throughout the broadcast.]
(:03) Announcer: (subdued again, reading seemingly to himself) One shan’t walk
before they can crawl… hmm, how interesting.
(:03) Camera Guy Voice (man): Hey, uhh… you’re on air, Mike.
(:12) Announcer (Mike): Oh-- We’re LIVE and parked outside of the Whole Foods
on South Street in Philly (or another city) with the Tai Pei Fortune CookieMobile TM
and its brigade of Veghicles. People are smashing fortune cookies with
cheesesteaks, soft pretzels, and their bare Philadelphian hands (or another city’s
culturally relevant objects), while getting ridiculous deals on Tai Pei In. The. Process.(:01) SFX: (cheering)
(:02.5) Camera Guy Voice: (subdued) and they’re coming to XXXXX (city) next.(:05) Announcer: Aaaaand, they’re coming to your city next, XXXXX! (city) So, come
on by, and see what makes Tai Pei Fortunately Different.
[SFX: Crowd background noise ends.]
(:01.5) SFX: (Sportscenter styled “duh-nuh-nuh, duh-nuh-nuh” except they’re being
played by asian-styled strings. Followed by a loud “gong” from a gong.)
Outdoor
Our series of billboards and ambient ads will bring city pride and food
art together; featuring the ingredients of Tai Pei in place of buildings
and foliage that make up spot markets’ skylines, with a caption that
briefly says, “(City), but different.” By showcasing the ingredients
that make Tai Pei different, these ads will inspire consumers to take
pride in the places they love to call home. The brand will connect
with millennials from select cities who are most likely to purchase our
products.
Radio
Our campaign’s radio ads will make a concerted effort to drive traffic
to the CookieMobile as it makes stops from city to city. The spot
exemplifies Tai Pei’s zaniness in tandem with the understanding of
what makes each city Fortunately Different.
Washington D.C
Local Experience
23

24
April May June July August September October November December January February March
Social
Facebook
Instagram
Snapchat
Pinterest
Mobile/Online
Pandora
Spotify
YouTube
Hulu
Native
Buzzfeed
Outdoor
Billboards
Spot Radio
Traditional Radio
Display Ads
Display
Media Outlet Campaign Period
Programmatic
Outlets also included in $15 million budget
Media Selection
Digital media vehicles will allow Tai Pei to reach the Explorers, the
Unattached, and the Mavens. In order to stay within the range of
budget, while still reaching a large share of the target audience, paid
digital and social media will be used more heavily than traditional due
to digital’s low CPMs, CPCs, CPEs, and higher engagement rates. Our
$15 million campaign plans to increase out-of-home (OOH) advertising
while adding traditional radio and programmatic advertising in spot
markets in order to gain more impressions with a wider concentration
of consumers.
Timing/Flighting
Objective: Organize the scheduling of our executions in order to
complement our media objectives.
Strategy: The campaign will target media seasonally based on
competitors’ advertising patterns and frozen food consumption
patterns. We will implement a schedule that will run at specific intervals
of time to ensure maximum exposure during optimal periods.
SCHEDULE

Media Type
Social Media
Online/Mobile Display
Native
Outdoor (OOH)
Microsite
Vehicles
Promotions
Contingency Fund
Total
Amount Spent (000)
$1,920,000
$4,467,369
$200,000
$707,631
$75,000
$240,000
$1,600,000
$600,000
$9,810,000
Media Type Amount Spent (000)
Estimated impressions (00)
507,771.5
342,153.5
188,250.0
215,539.9
1,253,714.9
Media Type
Social Media
Native
Outdoor (OOH)
Microsite
Vehicles
Promotions
Contingency Fund
Total
Amount Spent (000)
$1,920,000
$4,467,369
$200,000
$707,631
$75,000
$240,000
$1,600,000
$600,000
$9,810,000
Media Type
Social Media
Native
Outdoor (OOH)
Microsite
Vehicles
Promotions
Contingency Fund
Programmatic
Spot Radio
Total
Amount Spent (000)
$2,032,000
$4,673,650
$200,000
$2,678,950
$75,000
$240,000
$2,120,000
$750,000
$1,008,00
$1,215,480
$14,993,080
507,771.5
342,153.5
188,250.0
215,539.9
1,253,714.9
515,771.5
357,710.3
188,250.0
307,183.0
100,000.0
18,773.600
1,487,688.4
7%
46%
2%
16%
6%
3%
3%
31%
18%
1%
7%
8%
14%
5%
2%
14%
Paid social media
Mobile/Online
Outdoor
Native advertising
Promotions
Contingency
Other
Programmatic
Spot radio
Paid social media
Mobile/Online
Outdoor
Native advertising
Promotions
Contingency
Other
$10 Million Budget $15 Million Budget
46%
7%
2%
16%
6%
3%
20%
14%
2%
31%
18%
1%
7%
8%
14%
5%
BUDGET
25

26
Sources
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“Beacon Technology: The Where, What, Who, How and Why.” Forbes. Forbes Magazine, 01 Sept. 2015.
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who-how-why-and-where/>.
“A breakdown of the demographics for each of the different social networks.” Business Insider. Hoelzel, M.
(2015, June 29). Retrieved Feb. 27, 2017 from http://www.businessinsider.com/update-a-breakdown-of-the-
demographics-for-each-of-the-different-social-networks-2015-6
“Cause-Related Marketing and the Millennial Mindset.” Barakat, C. (2014, February 1). Retrieved February
20, 2017, from http://www.adweek.com/digital/cause-related-marketing-millennial-mindset/
“Census.gov” N.p. N.d. Retrieved Feb. 16,2017 from https://www.census.gov/
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http://www.forbes.com/sites/marketshare/2011/10/10/does-outdoor-advertising-still-work/#405ee1d21c88
“Hulu Advertising.” Video commercial. N.d. (2017). Retrieved Feb. 27, 2017 from http://www.hulu.com/
advertising/ad-product/video-commercial/
“Hoover’s.” Hoover’s. N.p. N.d. Retrieved Feb. 16, 2017 from http://www.hoovers.com/
“IBISWorld.” IBISWorld. N.p. N.d. Retrieved Feb. 16, 2017 from www.ibisworld.com/
“Instagram ads are a hit among brands.” Digiday. Dua, T. (2015, September 15). Retrieved Feb. 16, 2017
from http://digiday.com/marketing/instagram-ads-hit-among-brands/
“Simmons OneView Login” Simmons OneView Login. N.p. N.d. Retrieved Feb. 16, 2017 from
https://oneview.simmonsresearch.com/
“SimilarWeb.” Facebook.com. N.d. (2017). Retrieved Mar. 9, 2017 from <https://www.similarweb.com/
website/facebook.com>
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ect.org
“Venmo, Buzzfeed, Tinder, and Snapchat among the top 20 apps with highest concentration of millennials.”
comScore. Lella, A. (2015, Sept. 24). Retrieved Feb. 11, 2017 from https://www.comscore.com/Insights/
Blog/Venmo-BuzzFeed-Tinder-and-Snapchat-Among-The-Top-20-Apps-with-Highest-Concentration-of-Mil-
lennials
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June 23). Retrieved Feb. 9, 2017 from https://www.comscore.com/Insights/Blog/What-Millennials-YouTube-
Usage-Tells-Us-about-the-Future-of-Video-Viewership
Trial
Total sales during each phase of
campaign period (Apr-May) (Sept-Nov)
(Feb-Mar) and total coupon
redemptions
Engagement
Total likes, shares, clicks; tone of comments; saved
post; ads & story completion rate; screenshots; CTR;
repins; traffic driven to site, and metrics (time spent
on page per visit, page views and bounce rate)
Awareness
Viewable impressions and reach on social media
Percent increase of brand awareness & recognition based on pre,
mid, and post-campaign survey
Percent increase of followers on each social media platform
Benchmarking
The campaign will increase brand awareness from the current 18% to
at least 54% by delivering 1.25 billion impressions. In addition to the
12.4 million that are currently aware, these impressions will generate
awareness among 24.7 million more millennials. If Tai Pei achieves
54% awareness, trial will increase to at least 7% of millennials. This
would result in $112 million in sales, giving a 31% increase from last
year’s sales and a 2:1 return on investment.
ROI 2:1
Campaign Measurement

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