Our creative strategy, "Hustle Shouldn't Leave You Hungry," focused on targeting millenials who are busy chasing their goals but still crave fulfilling meals that won't slow them down. With this in mind, we personified their ambition in a satirical spokesperson, DJ PeiDay, a humorous reflection of millennials' own fast-paced lifestyles, endless passion, and entrepreneurial spirits. DJ PeiDay’s struggle and eventual rise to success is relatable to millennials. Tai Pei’s support of her passion will establish brand awareness in the minds of our demographic and build brand loyalty through our music and lifestyle-inspired executions.
Since its inception in 1996, Tai Pei has developed a complete line of meal offerings that deliver the experience of authentic Chinese food to consumers in their own homes. Tai Pei balances health, taste, and value in its products without sacrificing quality, positioning its brand as an exceptional choice for a wide range of consumers. The current challenge is to increase brand awareness among this new, young target demographic that is hungry for what Tai Pei has to offer. After conducting thorough research, we found that Tai Pei provides craveable, authentic Chinese food without the costs of time, money, and effort. Our campaign sets out to leverage these factors and captivate younger millennials who are busy, budget-minded, and find it hard to cook Chinese food at home. Tai Pei meets the needs of this consumer base and allows them to focus on things that are more important to them.
To ensure our creative strategy resonated with our demographic, we held a focus group comprised of individuals from the target millennial demographic. We presented our creative concept along with several executions, taking careful note of the participants’ questions, comments, and concerns. We utilized their feedback to refine our ideas and strengthen our campaign.
Our design approach was based on simplicity and elegance, using line art to convey a modern take on a traditional aesthetic. Furthermore, we were inspired by Tai Pei's slogan "Good fortune in every box" and the prominence of luck in Chinese culture and drew from the intricate design of red envelopes to create a visual identity rooted in authenticity but cultivated by modern trends.