Mon, 18 Feb 2019 15:37:20 GMT
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.view more - Creative
Associate Brand Manager: Danielle Mulcahey
Brand Manager: Shaun Madsen
Vice President Marketing: Debbie Curdy
Colourist: Adam Berk @ Creative Technology SF
Colour Producer: Melanie Bass
Flame Artist: Matt Trivan
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
1st AD: Travis Tetreault
Production Manager: Kristi Lippa
Production Service Company: Spy Films
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: Comedy, People
Categories: Food, ConvenienceDuncan Channon, Mon, 18 Feb 2019 15:37:20 GMT