Frozen Asian food brand InnovAsian builds on strong sales momentum with new TV and digital creative by Duncan Channon as part of its ‘That...
Frozen Asian food brand InnovAsian builds on strong sales momentum with new TV and digital creative by Duncan Channon as part of its ‘That’s an InnovAsian Occasion’ campaign.
The new TV campaign serves up fresh, funny spots that build on the idea that there are countless occasions when getting an Asian food fix in minutes is the ultimate comfort. From being stuck in a ‘never ending renovation’ to ‘battling backyard vegetation,’ four new TV spots use humor and rhymes that play with the catchphrase ‘That’s an InnovAsian Occasion.’
Unlike other frozen Asian food brands that emphasize their bold flavors, InnovAsian is doubling down on a different approach: using humor to reach a mass audience -- including households in the Midwest and South. Since the ‘That’s an InnovAsian Occasion’ campaign by agency of record Duncan Channon launched in February 2019, InnovAsian has seen sales lift 52 percent, according to Nielsen data. The InnovAsian brand has ascended to become the number-two frozen Asian brand behind PF Chang’s -- growing its market share 2.6 percent and passing competitor Tai Pei.
John Kovacevich, executive creative director, Duncan Channon, states, “The first batch of TV spots were such a hit and did so well for the brand, we didn’t want to mess with a winning formula,” said John Kovacevich, executive creative director, Duncan Channon. “When we originally came up with the ‘That’s an InnovAsian Occasion’ campaign, what we loved most about the idea was its simplicity and longevity. We’ve written hundreds of funny scenarios and rhymes -- and this year, we found the ones that made us laugh most and made those.”
InnovAsian gained added momentum from an upswing in frozen sales during the pandemic. With Americans mostly stuck at home and reaching for convenience and comfort food, the frozen prepared foods category has grown 21 percent between March and November 2020, according to Nielsen. InnovAsian’s growth has outpaced the category - with sales growing 39 percent since March 2020.