Upstream, a family of 21 talented individuals at the University of Oregon, crafted a campaign for Tai Pei frozen food as part of the NSAC competition. Tai Pei Frozen Asian Food wanted to expand its audience base to young millennials (ages 18-25). Young millennials do not take the traditional "three square meals" approach to their daily eating schedule. Instead, this audience eats several smaller, snack-like meals throughout the day. To stand out in the frozen food aisle, Tai Pei need to embrace the change in the way young people eat.