Thought. Deed. IMPACT.

IMPACT STUDY.

Client Category:

Food

Services Provided:

Print Advertising
Branding
Media Planning / Buying
Strategic Consultation
TV

Close up of a Ka-Me Asian recipe

Thought.

Client and agency agreed that the difficulty of communicating the main proposition of the product line, which has many SKUs and cuts across several categories, was a limitation to brand success.

Print Ads

Deed.

A unique tagline was created that features the ultimate in “ownability” by building the brand name right into it. The “K”, “A”, “M”, and “E” became an acronym for The Key to Asian Made Easy. Consumer focus groups showed an unusually high preference for this message that telegraphs the brand proposition and it was incorporated into striking print ads, a website, and a successful television ad campaign.

Internet Video

View Internet Video

Impact

The unique tagline is redefining the brand’s identity and has been incorporated into packaging and all marketing activities.