the challenge:
fly by jing’s sichuan chili crisp product is struggling to make a name for itself and stand out on the shelves of grocery stores. lacking brand awareness and loyalty, this condiment is unseen.

the ask:
how can sichuan chili crisp create a connection between the product and the brand’s target market? fly by jing wants to integrate the consumer into the characteristics that make them unique.

the idea:
‘love is invention.’ a campaign where jing invites the audience to uncover her story of self and invention, and experience it, too. sichuan chili crisp was invented through love, and will continue to be used to create love of food, culture, and self, by you.