Tai Pei book

TACTICS
national
Tai Pei
Events/ Guerilla
Out-of-Home
What: We will use billboards in major cities
within states with medium consumption of
frozen food. This would be during the kickoff
phase and back to school phase.
Why: Billboards give us high impression, and
high awareness at low cost, especially in states
with low or medium consumption of frozen
food. We will use a lot of creative to generate
buzz. Billboards are directional so we will direct
traffic to nearest stores.
How much: $500,000
How Many: 250 Million*
21
EVENTS:
What: We will create or sponsor four nationwide
events during the winter phase with themes related
to “fuel your adventure” such as sport or camping
events.
Why: Winter is a flat season for frozen food. By
having events, we can keep the momentum of the
summer months. Although managing an event
is high cost and low reach, events can help bring
potential target markets and generate buzz among
them.
How much: $700,000
How many: 20 Million*
GUERILLA:
What: Based on the idea of “fuel your adventure,”
we will create large Tai Pei boxes which also include
chargers for Millennials’ running-out-ofbattery
power. Happening along with the large
boxes other activities to help them to discover
the Tai Pei’s world. Coupons will also be provided
within a guerilla type ad of a huge Tai Pei box, so
we can get Millennials to walk over to the frozen
food aisle.
Why: Guerilla draw attentions. Guerilla can also
be filmed for advertising and commercial purposes.
How much: $300,000
How many: 10 Million*
*Agency estimate