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.
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.