Unfortunately, flour's importance to culture is undercut by Millennials' perception that flour is not good for them.
UN(THINK) will become the (UN)official sponsor
of cultural innovation
UN(THINK)™'s more nutritional flour will power up your traditions.
The Challenge
The Big Idea
The Message
2-D
We will release a set of posters featuring culturally familial foods from different ethnicities. And highlight how Power Flour will keep foods tasting just as good but with more nutritional benefits with a CTA leading to (UN)THINK's website.
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These Ads will be above ground, below ground and on your phones because millennials are always on their phones.
To further highlight our support of multicultural foods we will have multilingual versions of the posters
Time-Based
We will then release a video/audio introducing UN(THINK)'s new Power Flour highlighting how it is saving traditions by keeping them alive.
Social Media
We will partner up with different well-known cultural influencers to have them release video content for us and spread the word about our new flour during different activiation months.
1. Pollo Wang
2. Johnathan Kung
3. Big Mama Cooks
4. Brian Can't stop
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They will recieve a PR package prior to making these videos with Flour, an apron, a kitchen towel and a product usage card.
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Experiential
We will partner up with Smorgasburg where UN(THINK)™ will sponsor 4 local cultural vendor booths in NY in the Summer of 2024.
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We will also have our own booth at Smorgsburg where people can interact with us directly and purchase our Merch
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