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!
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