InnovAsian: InnovAsian Occasion by Duncan Channon

Client: InnovAsian
Date: Feb 2019
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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

Overall Rating
5/5Vote
Overall Rating
5/5Vote