OCADU Thesis Project

Menchie's Frozen Yogurt

OCADU Advertising Thesis Project

The target audience for this integrated marketing campaign is youthful, experimental and expressive... for them, food is an extension of their personality. They eat to give themselves energy, to celebrate, to relax and to enlighten their senses. They prefer high quality, flavourful indulgences to convenience store confections. Since much of their lives are taken up with work and responsibilities, things can get monotonous and repetitive and they love places where they can shake things up, try new things and enjoy themselves!

With the playful tagline "Come play with your food!", the goal is to connect with Menchie's customers and encourage them to connect with the brand in a fun and engaging way that celebrates their unique creations and facilitates sharing on social media.

Direct Mail
A semi-opaque envelope that acts as a care-package, sent to homes in the area surrounding a new Menchie's location.The envelope would house a printed napkin explaining what Menchie's is all about and offer a coupon for their next yogurt..

Transit Shelter

Online page takeovers on sites like TorontoLife, BlogTO, Epicurious where our expressive, food-loving target spends time online looking at restaurants or recipes. The banners will prompt people to interact with the yogurt and toppings and build something tasty inside the cup for a coupon. It also directs them to the microsite.

In-store signage

A wall mural that would include shelves for placing your frozen yogurt on and snapping pictures of it and your friends via the "paparazzi" function on the app. All images taken through the app will be stored through your login name.