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: mom 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 gourmet solution, summed up in the line “Gourmet Asian Made Easy.” INK also found in research that the 15’s outperformed the 30’s so we upended the media plan to be all 15’s gaining over 30% more effectiveness from the same dollars.