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Alien Invasions and Rough Vacations in New Work for InnovAsian

Creative 229 Add to collection

Duncan Channon launches humorous spots for the frozen Asian food brand

Alien Invasions and Rough Vacations in New Work for InnovAsian

Duncan Channon has launched a new TV campaign for Chinese frozen food brand InnovAsian as it aims to increase its market share and challenge category leader P.F. Chang’s. 

With funny scenarios that are both relatable (a bachelor party hangover) and outlandish (an alien invasion), the TV campaign has fun with the idea that there are countless occasions where getting your Asian food fix in minutes is the ultimate comfort. At a time when frozen food sales are growing, four TV spots use humour and rhymes that play with the catchphrase 'InnovAsian occasion' to help consumers remember the brand when they are in the grocery freezer aisle. 

“We’re big fans of advertising that, you know, helps sell our client’s products. So the idea behind this campaign is simple: let’s teach America the name InnovAsian so they remember and reach for it in the freezer aisle,” said John Kovacevich, executive creative director, Duncan Channon. 

InnovAsian’s largest marketing effort to-date comes at a time when Chinese food has become mainstream fare and demand for frozen food is growing. 76 percent of Americans eat Chinese food every month - and sales at Asian fast food restaurants in the U.S. have jumped 135 percent since 1999, according to Euromonitor. Frozen food sales grew 2.3 percent last year, outpacing total store and fresh growth, according to a new report from the American Frozen Food Institute and Food Marketing Institute.

While many frozen Asian food marketers tend to emphasise their bold, exotic flavors, InnovAsian and Duncan Channon are taking a different approach: using humour to reach a mass audience - including households in the Midwest and South. The spots will run nationally on TV stations in 20 markets and on social media. As part of the TV 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.

“Our customers are living perfectly imperfect lives with stresses, joys, and surprises that make it convenient and comforting to have InnovAsian’s Chinese meals on hand in the freezer,” said Debbie McCurdy, VP of marketing and innovation, InnovAsian. “We’re excited about this opportunity to introduce our brand to new customers with the help of our new creative partner Duncan Channon and new TV campaign. It’s simple, fun and memorable.” 

'InnovAsian Occasion' is the first work by Duncan Channon since becoming InnovAsian’s agency of record (AOR) in a new business win for the agency. As part of a comprehensive effort to credibly challenge P.F. Chang’s, InnovAsian’s selection of an agency partner comes on the heels of a recent rebrand with new packaging and an expanded product line. 

“We loved how fun the ‘InnovAsian occasions’ were when we came up with it for the pitch. Our friends at InnovAsian loved 'em too and since then, we’ve written hundreds of these little scenarios and rhymes. We hope this first batch is the first of many,” added Kovacevich.

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Advertiser: InnovAsian

Associate Brand Manager: Danielle Mulcahey

Brand Manager: Shaun Madsen

Vice President Marketing: Debbie Curdy

Post Production / VFX

Colourist: Adam Berk @ Creative Technology SF

Colour Producer: Melanie Bass

Flame Artist: Matt Trivan

Creative Agency

Account Director: Nick Gustafson

Communications Planner: Kurt Garvey

Communications Planning Director: Emily McCormick

Creative Agency: Duncan Channon

Director of Account Services: Jamie Katz

Director of Communications: Leslie Diard

Executive Creative Director: John Kovacevich

Project Management: Michelle Mirasol

Senior Account Manager: Sydney McComas

Senior Art Director: Adam Zash

Senior Broadcast Producer: Rita Ribera Channon

Senior Copywriter: Andy Whalen

Senior Planner: Steven Jackson

Strategy Director: Kelleen Peckham

Production Service

1st AD: Travis Tetreault

Production Manager: Kristi Lippa

Production Service Company: Spy Films

Production Company

Director: Cameron Harris

DOP: Liam Mitchell

Executive Producer: Brent Stoller

Producer: Tanya Stephens

Production Company: Gravy Films

Production Designer: Michelle Derrick

Senior Sound Engineer: Joaby Deal @ One Union


Edit Assistant: Beth Cohon + Sebastian Tibbs

Edit Company: Cut + Run

Editor: Sean Stender

Executive Producer: Deanne Mehling

Producer: Cassandra Guardado + Caylee Banz

Genres: People, Comedy

Categories: Food, Convenience

Duncan Channon, Mon, 18 Feb 2019 15:37:20 GMT