Michelina's

Reheating a frozen brand with hot moves.

Michelina’s is a nation-wide frozen food brand, but faced with declining sales and low brand awareness, they needed to find a way to introduce themselves to a relevant younger demographic in the midst of a global pandemic. Enter TikTok.

The Insight

Young people don’t know what Michelina’s is (much less how to pronounce it).

The Opportunity

A catchy tune and dance moves could catapult a brand from unknown to beloved on TikTok.

We created a hashtag challenge built on the Macarena (which sort of sounds like “Michelina’s,” get it?). To drive cultural relevance, we created a new, not-taking-itself-too-seriously version of the song with a music producer that “lives” on TikTok.

We then partnered with a choreographer who’d already created viral dances on the platform to reimagine the Macarena for an always-online generation. The challenge was seeded by a handful of TikTok creators who encouraged their followers to join in on the fun.

The Results

0 16 MM
views
0 1.19 MM
engagements
0 7.4 %
increase in brand awareness