CRISPY FRY (Ajinomoto Philippines, Client since 2002 to present)
Challenge:
To launch an ad campaign to introduce Crispy Fry ® and drive the growth of the breading mix category. Previous to Crispy Fry’s entry, the branded breading mix category was very small, and dominated by McCormick.
LAUNCH CAMPAIGN: “Can’t Resist the Crisp”
Catalytx conceptualized and developed an ATL campaign that highlighted the unmistakably crispy sound that Crispy Fry fried chicken makes at home, to the delight of kids.
Result:
Today, Crispy Fry ® is the dominant leader in the branded breading mix category. In the 16 year history of the brand, it has been able to fend off numerous launches of competing brands from large multinational companies.