Oishi - Salted Egg Ruined my Life
IMC Campaign, Media Planning + Execution, and Product Packaging for Oishi’s Salted Egg Chips
Salted Egg Ruined My Life: Concept
Our IMC campaign is centered around the personification of addiction, which is realized through all brand assets including the product packaging, film, key visuals, and events. The idea stems from salted egg existing as a love/hate type of food. You’re either addicted, or you’re not… And we’d like to bet that you are.
Product Packaging: Addiction
The product packaging features addiction warnings and stripes inspired by yellow caution tape. The character that is printed behind the salted egg reads “addiction.” There is also a print pattern that runs in the background of the entire packaging that reads “salted egg is an addiction.”
Key Visual Concept
For our key visual production, we took the idea of “上头” which translates to “let it get to your head/addiction” in Chinese and created a literal interpretation of it. We replaced all the heads in our shoot with salted eggs.
Media Strategy
The Oishi brand has been around in China for three decades; hence, it wasn’t considered “trendy” or “cool” by the youth anymore. So, we decided to do what nobody in the industry expected: we partnered with China’s largest hype platform: Yoho. We ran a one-month pop-up at their physical store, started a line of Salted Egg Lattes at their cafe using our slurry, and we also created a salted egg clothing line with a local Chinese streetwear brand.
Results
The most notable result from this campaign is that Family Mart approached Oishi to offer them year-round shelf space for this product (something they weren’t quite willing to do prior).