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...