Reheating a frozen brand with hot moves

Michelina’s is a nationwide 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.

Tough Love

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

True Love

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 — it 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 who “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.

0 16 MM
0 1 MM
0 7 %
increase in brand awareness