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.

Ask:
How can Sichuan Chili Crisp create a connection between the product and the brand’s target market? Fly by Jing wants to stand out against other spicy, savory condiments.

Idea:
‘Love is Invention.’ A campaign where Jing, our founder, invites the audience to uncover her story of self and invention, and experience it, too. Sichuan Chili Crisp was invented through love. What else can you invent through love?