Pagoda: Put the egg rolls in!

Pagoda, an egg roll brand, increased market share and household penetration in the US by launching seven humorous, branded short-form videos that highlighted the perfect food occasions for its products.

Summary

PUT THE EGG ROLLS IN!

Winning back category leadership after being forced off shelves is hard. Doing it with a completely new target audience is even harder. Winning as a traditional CPG brand with anaudience whose content doesn’t support traditional advertising? Next to impossible.

But Pagoda “Put the egg rolls in!” to our target’s highest-passion content while he was snacking, reclaiming its category leadership.

Background

After being forced off-shelves, Pagoda needed a brand reinvnetion.

Frozen snacks take up an entire aisle at the store, with 54% of American households buying them. Pizza snacks own the category at 38%, while only 10% of households buy Asian frozen...

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