Chinese frozen food brand, InnovAsian, was languishing with low awareness and living in the long, chilly shadow of category king, PF Chang’s. Fix that, they said.
The insight: Chinese cuisine is America’s favorite ethnic food, eclipsing even Italian. It’s not exotic or foreign, like those other guys portray, it’s just harder for a lot of us in the farther-flung corners of the country to access.
So when it came time to do the media plan, we skipped the big cities to focus on more rural areas where people still watch a lot of TV… on their actual TVs. Imagine that! This allowed us to further focus on one medium and purchase an economical daypart plan. We squeezed the budget even harder with 15-second spots, but gave them a unique twist with a memorable bookend strategy.
We then created a series of fast, fun spots spots designed to do one simple thing: teach people our name. Then we’d run one spot at the beginning of a commercial pod. Then there would be interminable commercials from other so-called brands. Then we’d return with another spot at the close of the pod.
The response, as they say in any case study worth its sodium, was immediate. Unaided awareness numbers jumped by 80% and sales were up 8% after just the first week and 15% after only one month. Walmart was so pleased with the results, they “rewarded” InnovAsian by raising the price on every single SKU. But it hasn’t changed the brand’s momentum at all. Sales continue to soar.
Work + News
While the competition focused on transaction and technology, Grubhub really understood the near magical moment that occurs when the “food’s here.”
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Daily smoking has been on the decline for decades and yet casual smoking is actually on the rise. How do we get at-risk groups to see social smoking for what it is: plain old dangerous, unhealthy smoking.
Cotteleer talks COVID-19 in Adweek
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Another sweet new client
If you missed it in Adweek and Ad Age, DC went to the Black Forest and hit the gummy bear motherlode.
Craft beer is like indie music. If you get too popular, you’re no longer cool. Just ask Redhook. In the early ’80s, they took off like a rocket, Anheuser Busch came calling and the brand was labeled a sellout. “Budhook!” the beer nerds snickered.
DC developed a stylish back-to-school look for this growing learning platform. A new brand identity and comprehensive visual system celebrated the diversity of teachers and students and brought humanity to a previously transactional-feeling platform.
Golden State Warriors
One of the greatest teams ever assembled was just about to leave the city that supported them through thick and thin for 47 years. How do they say good-bye?