2017 National Student Advertising Competition: Tai Pei

Project Objective:

Build a holistic marketing campaign to grow the Tai Pei brand among millennials.

Skills Used:

Research -- Focus groups, national online surveys, competitive analysis.
Strategy -- consumer segmentation, sentiment analysis, branding, creative guidelines.
Leadership -- Led a team of eight strategic planners.


Bruin AdTeam built a comprehensive advertising campaign for 2017's American Advertising Federation's National Student Advertising Competition. The client was Ajinomoto Windsor's Asian frozen entree brand, Tai Pei. They tasked us with building brand relevance, increasing product sales, and combatting the stigma surrounding frozen food.

Our research suggested Tai Pei provides the familiar flavor of Chinese food, without the costs. Therefore, we focused our campaign on emphasizing the savings of time, money, and effort to appeal to busy, budget-minded Millennials who find it difficult to cook at home.

Whether they are college students or new to the workforce, millennials are all about the hustle, reflected in our tagline -- Hustle Shouldn't Leave You Hungry.

We then appealed to millennials by creating an authentic, humorous, and ambitious spokesperson -- DJ PeiDay. Our creative executions centered around this character that personified the hustle and need for convenient, satisfying meal options.

I led the Strategic Plannning subteam to develop the foundation for this campaign to substantiate Creative's ideas and advertisements, complemented by Media Planning's optimized channels and placements.

We are proud of our unique, resonant, and fun campaign. Our plansbook is below: