Menchie's Frozen Yogurt
OCADU Advertising Thesis Project

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! 

Transit Shelter

Direct Mail
A semi-opaque envelope that acts as acare-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 allabout and offer a coupon for their next masterpiece. There would be a Menchie'splastic spoon and a small card that reads "Bring this spoon & napkin with you on your next visit... it will probably come in handy!"
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.
Part Two: Community Building
The second part of the campaign is centered around allowing Menchie's fanatics to connect with the brand in a fun and engaging way that celebrates their unique creations and facilitates sharing on social media
Registration-based app that engages Menchie’s fans and expands thier brand experience both inside and outside the store. Promotes photographing their froyo creations and getting inspired for thier next yogurt both inside and outside the store.
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.
For uploading paparazzi pictures, browsing and voting on froyo masterpieces.
Exterior Signage
Digital boards outside of each Menchie's that would inform people about the new Froyo Freaks app, feature top voted masterpieces from that location, the province, country etc... As well as displaying all of the flavours being served at that location on that day.