Menchie's offers more than just frozen yogurt; Menchie's is a journey to a place we've all been to before and can't wait to get back to: fun and play. The Menchie's experience is a return to childhood, to a time of wide-eyed innocence when to dream was to explore and all you had to guide your way was your imagination. And we all know that once we've had a taste of youth and have watched it recede from our grasp, we spend our lives seeking it again. The challenge, of course, is getting there. After all, Menchie's, while boasting a rabid base of fans, is to many Canadians unknown, foreign, uncertain.
Make no mistake- while we are creatures of habit, drawn to the routine and the predictable, we are, at the same time, inexorably drawn to the new so long as we give ourselves permission to do so. We believe ourselves to be unique, wholly individual and give voice to that belief everyday in how we dress, how we speak and how we interact. What Menchie's promises and delivers is the opportunity to give expression to that voice inside of us all that yearns to be heard through interaction, experience and play.
Ultimately it is the experience of a Menchie's that sets itself apart from its competitors. It is the foundation of its offering and by increasing awareness of just how much fun Menchie's offers through experiential and interactive messaging, this campaign will provide the audience with a taste and preview of the Menchie's journey that should inspire patrons to seek a Menchie's out. Once through the doors, they will be able to interact with the brand on a level which showcases their creativity.
Target: 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, flavorful 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!