FIJOLLA DURAKU
UN(THINK)™ is launching in February 2024 and is innovating the future of flour and raw ingredients by leveraging natural science to offer superior nutrition without compromising taste texture and quality.
Launching a new brand in the multiverse
The Challenge
How can we leverage Millennials’ awareness of healthy living to encourage them to invest in UN(THINK)™'s new product launch, solidify brand loyalty and increase revenue?
The Target
"THE CULTURALLY ROOTED MILLENNIAL" ​
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Make health-conscious choices
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Prioritize leisure time & experiences
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Earning 65k+
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Needs their favorite cultural foods to live on in a nutritional-focused way.
The Insight & Message
The Insight:
Millennials' fear of flour is making them resist the very foods that are most critical to their identity.
The Message
UN(THINK)™'s more nutritional flour will power up your traditions.
The (UN)OFFICIAL Sponsor of Cultural Innovation
Our journey to understanding the Culturally Rooted Millennials has led us to believe that they are in search of a way to preserve their culture through food!
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UN(THINK)™'s Power Flour will save culture by not only putting the joy back into the foods we love but by sustaining the traditions we can’t live without!
Connecting with others in the multiverse
A pop-up experiential where UN(THINK)™ will SPONSOR seven vendors at the annual Smorgasburg event for the month of June. The locations are already set because this is where Somrgasburg decided to locate but we are choosing these specific vendors for their celebration and mix of cultural cuisine.
World
Trade
Center
So Sarap
Mao's Bao
Wah Gwaan
Tojo's Kitchen
So Sarap
Mao's Bao
Wah Gwaan
Tojo's Kitchen
Prospect
Park
So Sarap
Mao's Bao
Wah Gwaan
Lemak Kitchen
Williamsburg
So Sarap
Mao's Bao
Fomo Momo USA
Blake N Kylee's Creole Kitchen
Creating memories
Discover the joy and relief that comes from enjoying your favorite cultural cuisine with even more nutrition thanks to UN(THINK)™'s Power Flour. Share the moment with your loved ones as your cherished recipes become even healthier.
How it works
At the event:
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Three vendors at each location will cook with UN(THINK)™ Power Flour.
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Attendees will be incentivized to go to all four vendors to redeem all four receipts at the UN(THINK)™ booth and get merch.
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At the UN(THINK)™ booth they can also learn more about the brand and product.
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Each vendor and influencer has a different cultural background.
The Culturally Rooted Millennials over-index on their use of TikTok and Instagram to connect with their digital communities.
Expanding Connections into the Multiverse
#The(Un)officialSponsorofCulturalInnovation
Starting in February 2024 influencers will be creating content by cooking cultural cuisine with Power Flour and talking about its nutritional benefits.
They will be promoting the UN(THINK)™ sponsorship at Somrgasburg.
Chef Jon Kung
Uses his platform to teach people about the cultural significance of Asian cuisine and his dishes. He will be creating some of his favorite cultural dishes with Power Flour and educating his followers on its benefits.
Pollo Wang
He cooks a variety of American-based cuisines, most prominently, Soul Food. Most of which center around his childhood memories. He will be asked to recreate some of those recipes with Power Flour and also speak on the benefits and process.
Brian Cant Stop
Brian visits restaurants that vary in cuisine and makes content on his findings. Brian will visit the vendors that UN(THINK)™ is sponsoring and try their food he will create social media posts of him at the vendors eating their food and giving reviews and talking about Power Flour.
Big Momma Cooks
She cooks culturally Hispanic. And speaks on the origins of her dishes much of which come directly from her Dominican roots. while also explaining the process. She will be creating some of her favorite cultural dishes with Power Flour while explaining the process and benefits.
Creating conversations and coverage in the multiverse
UN(THINK)™ is a new brand in the multiverse and there are two ways to pitch these stories:
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1. Business story based on Tech and Innovation: which will touch on the nutritional value that the product offers drawing in millennial targets that are interested in healthy foods.
2. Story will be based on Lifestyle/human interest story based on PR activation:
these publication placements will garner the attention of Millennial targets because of the shareability of the experience, the cultural food, and making cultural food healthier so it lives on for generations to come.
VOX
WIRED
THE VERGE
bon appétit
Additional Integrated Campaign Elements
2-D Executions + Brand extension (spaghetti)
Time-based Execution
Measuring growth through the multiverse
KPI Metrics
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+100K followers across platforms
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+5M Impressions
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+20K hashtag uses #the(un)officalsponsorofculturalinnovation
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Increase website traffic by 100%
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6+ Media outlets
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500K time-based impressions
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200K attendees at the experiential.
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Team Creds:
Fijolla Duraku
Sekayi Williams
Jazmine Mikell
Bella Santana
Genaldri Tjahjadi
Dina Shehab
Alexis Brown
Gabby Babson
