400%
Increase In Unaided awareness
And it worked.
In markets where these spots ran, overall sales rose by a significant enough margin to knock P.F. Changs out of their position as the leading frozen ethnic food. This resulted in a 400% sales increase. The campaign created such a large demand the company had to adjust their supply chain to meet demand.
Featured in The Drum: "How InnovAsian Put Itself on America's Menu"
See the full campaign below
Best Overall Marketing Campaign: NFRA 2020
Consumer Category: The Drum Awards 2020
33%
Increase In HH Penetration
REMEMBER THE NAME
InnovAsian had a problem. Even though they consistently out-striped P.F. Changs in both taste tests and price, they remained the #2 seller of frozen Chinese food in their key markets. Our goal was to make people think of InnovAsian, every time they had any occasion.
Our tactic was simple. Bookend commercial breaks with simple, funny, 15 second spots that entirely revolve around making the consumer remember the name InnovAsian.
WINNER
I know what you're thinking.
”If only I had that horrible man’s laugh as a sound bite to do whatever I wanted with.”
Well, click the his dumb face and you can.
This has nothing to do with the campaign. It just makes me laugh.
FROM THE FREEZER AISLE TO YOUR MOUTH
🥶
FROM THE FREEZER AISLE TO YOUR MOUTH 🥶
PRODUCTION CO.
Gravy
DIRECTOR
Cameron Harris
PRODUCER
Tanya Stephens
DP
Corey Walter
EDITOR
Sean Stender