THE CLIENT
Tai Pei Frozen Asian Food
THE ASSIGNMENT
As a team participating in the National Student Advertising Competition (NSAC), we were tasked with developing a fully rounded advertising campaign. The competition began in August at the beginning of the Fall semester and we presented the campaign in April of the next year.
THE PROCESS
As members of Lee University's National Student Advertising Team, I and my teammates received quite the challenge when viewing the client whose campaign we were to create. TaiPei Frozen Food was a difficult client to say the least. It was tough not just trying to figure out the design, but also in struggling to understand how to make millennials crave frozen food. Over the past few years, millennials have strayed further away from frozen food and have become increasingly more passionate about fresh food with organic ingredients. Over the course of 8 months, my team and I worked tirelessly to create this one of a kind campaign and there are few things that I have been this proud of.
THE PLANS BOOK
As a members of the design team, we were tasked with creating a 26-page plans book that laid out our entire campaign, which was not easy. As is the case with most account managers, they loved their copy. It was a struggle to cut and fit everything needed to fully display the campaign in a measly 26 pages. But we did it.
Our campaign revolved around the tagline "Take Back Your Day." The idea was that Tai Pei isn't something that people get excited about and add to their shopping list, it's an impulse buy, as our research showed us. We wanted millennials to feel inspired and believe that getting food that is healthy and cooks quickly can help them achieve all of the other things that they need to in their busy lives. Buying Tai Pei can help them take back their day.
THE PRINT ADS
One of my primary tasks for this competition, aside of assisting in designing the plans book, was take the lead on the print ads. As stated earlier, we wanted the target audience to understand that by purchasing this product, they will have more time to cross off the other things on their to-do lists. Tai Pei works for anyone, no matter what your day to day life looks like. Whether you're a Type A college student trying to stay on top of your class load, or you're a single dad struggling to keep up with your amazing but pretty crazy daughter, Tai Pei gives you more time to achieve what you need to achieve. These ads help to exemplify that.
