Tai Pei’s challenges come as the frozen food market declines. The market is saturated with brands and the aisle itself is cold and uninviting. To learn more, we jumped into seven months of research, conducting a variety of studies including a national survey, psychology experiment, one-on-one interviews, and focus groups. One-on-one interviews uncovered that 71% of millennial consumers have never heard of Tai Pei and of those who have heard of it, 57% had never tried it.

Our creative and media strategy consisted of a mix of print, digital, out-of-home, point-of-sale, and experiential creative.