InnovAsian: The Next Generation

DC is back with seconds of our award-winning, supply-chain-busting InnovAsian Occasion campaign now running on stations across the nation.

If your New Year’s resolution was to eat more Chinese, DC just served up a new batch of work as part of its successful InnovAsian campaign. Building on the 2019 campaign, which helped the brand hit new sales records and was awarded the coveted Golden Penguin (that’s the Oscars of frozen foods, you guys), the four new 15-second spots continue the award-winning approach.

The spots will run across the country on TV stations in 14 markets and on social media. As part of the media strategy, two 15-second spots will run during the same commercial break — separated by other marketers’ ads — to reinforce the rhyming message and drive recall.

“If it ain’t broke, don’t fix it!” says executive creative director John Kovacevich. “The first batch of spots were such a hit and did so well for the brand, we didn’t want to mess with a winning formula. When we originally came up with the ‘That’s an InnovAsian Occasion’ campaign, one of the things we loved most about it was how simple it was, but also it’s longevity. Honestly, we’ve written hundreds of these and our clients are great — we find the ones that make us laugh most and then make those.”

For those scoring at home, the four new spots feature acts of sibling persuasion, backyard vegetation, annual migration and a never-ending renovation.