Making the Freezer Aisle a Destination.
Consumers dislike the freezer aisle. It’s a compromise; it’s cold, dark and uninspired. INK uncovered this truth as well as the key campaign insight: the home cook is under more pressure than ever. Gourmet chefs, 24/7 Food Network have added expectations of every meal being gourmet, on top of all the other responsibilities.
So INK developed a campaign that reflected that problem, and positioned Ling Ling as a gourmet solution, summed up in the line “Gourmet Asian Made Easy.” INK also found in research that the 15-second spots outperformed the 30-second spots so we upended the media plan to be all 15-second spots, gaining over 30% more effectiveness from the same dollars.