This March, InnovAsian is bringing the heat to Frozen Food Month with the launch of Meal Mania, a new social-first sweepstakes program created in partnership with Duncan Channon. Launching Friday, February 27, the program will run through April 4, with the grand prize winner announced shortly afterwards.
Developed to generate attention during one of the category’s most important seasonal moments, Meal Mania blends the competitive excitement of college hoops fever with InnovAsian’s bold flavors. The initiative is designed to increase brand awareness while accelerating organic growth and engagement across the brand’s social ecosystem.
“March is a major cultural moment for both frozen food and sports fans,” said Amy Cotteleer, Partner and Chief Experience Officer at Duncan Channon. “Meal Mania brings those worlds together in a way that is fun, participatory and captures the spirit of InnovAsian.”
As social becomes an increasingly important focus for the brand, InnovAsian has seen its organic Instagram followership grow 20x in 3 years. That momentum continues with Meal Mania, which invites fans to participate in daily flavor faceoffs, weekly prizes and bracket-style competition for a chance to win the $25,000 grand prize.
The fully integrated program will live primarily on social media, supported by paid media across Meta and organic content on both Meta and TikTok. The campaign also includes a dedicated microsite, influencer partnerships with well known creators like MacKenzie Smith (@grilledcheesesocial) and other creator-led content designed to drive participation and sharing. Retail support through in-store signage and onsite display will further extend the program’s reach at the shelf.
“March Frozen Food Month is a key opportunity for us to meet consumers where their attention and appetites already are,” said Debbie Curdy, Vice President, Marketing & Innovation at InnovAsian. “With Meal Mania, we’re tapping into the competitive energy of bracket season and pairing it with the bold, craveable Asian-inspired flavors our fans love.”
Fans can follow @EatInnovAsian beginning February 27 to join the competition, engage with daily matchups and enter for a chance to win. The push comes on the heels of InnovAsian’s recently launched “Fix That Fail” campaign on social, further building the brand’s momentum during Frozen Food Month.
