Mikey’s was founded in 2014 when Mike Tierney noticed a growing number of companies using the claim “gluten-free” as a way to convince consumers their products were better for them, when, in reality, they were loaded with artificial ingredients, fillers and preservatives. Utilizing his culinary training and restaurant experience, Mikey used only eight simple ingredients found right in his kitchen to create his first product – the Original English Muffin. From there, Mikey’s was born. Mikey went on to expand his line into over a dozen other products crafted using the same principle of delivering nutritious products made from only simple, recognizable ingredients.

Mikey's promises to always use the highest-quality, nutritious ingredients to create products that are not only great-tasting, but also free from gluten, grain, soy and dairy. With products like breakfast pockets, English muffins, pizza pockets, tortillas, and pizza crusts, Mikey's has you covered with foods for any meal that the whole family can love.

Just because a product says it's gluten-free doesn't mean it's good for you. So Mikey's Founder & Chef, Mikey Tierney, made it his mission to create gluten-free and dairy-free products that are actually made with simple, quality ingredients. You can enjoy some of your favorite foods like pizza pockets, English muffins, and tortillas that taste great and are great for you. 

Now, Mikey's is looking for concepts for a short video that highlights how Mikey's products fit into your overall lifestyle - no matter your dietary restrictions. Food is very important to people's lives, and Mikey's wants to forge an emotional connection with its consumers. How does it feel to know your favorite childhood foods are no longer off-limits? How liberating can it be to have foods that fit your diet without sacrificing taste? Think bigger than just the gluten/dairy-free message - Mikey's wants to be a trusted part of your entire lifestyle. 

MESSAGING:

Mikey's current tagline is “Taste the Love the Taste” which describes the simple, quality ingredients they put into their products while still delivering on great taste. You can also lean into light-hearted humor in your concept - check out The Mikey's Story video to get a sense of their cheeky brand voice. 

 

EXPOSURE:

• Facebook & Instagram
• Please check out the platform best practices page.

 

TARGET AUDIENCE:

• People with gluten-free and dairy-free dietary restrictions
• Typically Millennials and Gen X’ers seeking free-from products with cleaner ingredients while not sacrificing taste

 

TONE: Warm, relatable, energetic, and humorous in a light-hearted way

 

EXECUTIONAL MANDATORIES: 

• Your concept should show different eating occasions (e.g. breakfast, lunch, dinner, and snacking) and a range of products with a focus on the packaging visuals.

Tell us your Concept in 250 characters or fewer. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen in the video. As always, concepts should be clever and engaging.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
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5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
6. Limit 5 submissions per member, per Phase.
    
7. You must be at least thirteen (13) years or older to enter.
   
   
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