InnovAsian: InnovAsian Occasion by Duncan Channon
- Location:
With funny scenarios that are both relatable (a bachelor party hangover) and outlandish (an alien invasion), the TV campaign for InnovAsian has fun with the idea that there are countless occasions where getting your Asian food fix in minutes is the ultimate comfort. At a time when frozen food sales are growing, four TV spots use humor and rhymes that play with the catchphrase “InnovAsian occasion” to help consumers remember the brand when they are in the grocery freezer aisle.
While many frozen Asian food marketers tend to emphasize their bold, exotic flavors, InnovAsian and Duncan Channon are taking a different approach: using humor to reach a mass audience - including households in the Midwest and South. The spots will run nationally on TV stations in 20 markets and on social media. As part of the TV strategy, two 15-second spots will run during the same commercial break - separated by other marketers’ ads - to reinforce the rhyming message and drive recall.
'InnovAsian Occasion' is the first work by Duncan Channon since becoming InnovAsian’s agency of record (AOR) in a new business win for the agency.
Credits
Client: InnovAsian
Debbie Curdy – Vice President, Marketing & Innovation
Shaun Madsen – Brand Manager, Consumer Brands
Danielle Mulcahey – Associate Brand Manager
Agency: Duncan Channon
Creative
John Kovacevich – Executive creative director
Adam Zash – Senior art director
Andy Whalen – Senior copywriter
Account
Jamie Katz – Director of account management
Nick Gustafson – Account director
Sydney McComas – Senior account manager
Communications
Leslie Diard – Director of communications planning
Emily McCormick – Associate director, communications planning
Kurt Garvey – Communications planning supervisor
Steven Jackson – Senior communications planner
Production
Rita Ribera Channon – Senior broadcast producer
Michelle Mirasol – Project manager
Strategy
Kelleen Peckham – Strategy director
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Production partners
Gravy Films – Production Company
Cameron Harris – Director
Tanya Stephens – Producer
Brent Stoller – Executive Producer
Liam Mitchell – Director of Photography
Michelle Derrick – Production Designer
Spy Films – Vancouver Production Services
Travis Tetreault – Assistant Director
Kristi Lippa – Production Manager
Cut + Run
Sean Stender – Editor
Beth Cohon + Sebastian Tibbs – Assistant Editor
Cut + Run SF – Editorial
Deanne Mehling – Executive Producer
Cassandra Guardado + Caylee Banz – Producer
Creative Technology SF – Telecine
Adam Berk – Colorist
Melanie Bass – Color Producer
Jogger – Online
Matt Trivan – Flame Artist
One Union
Senior Engineer – Joaby Deal
Squeak E Clean (sound for Alien Invasion & Rough Vacation)
Head of Production – Amy Crilly
Sound Design – Drew Fischer
Producer – Amanda Patterson
