China Food

There are more than 45million fans in the whole network, with an annual flow of 20billion +. How can this top food IP break the co branding?

how a cute happy “food” can tell a new story for food and beverage brands.
New brands and categories are constantly emerging, and the food and beverage track looks “very lively”. In fact, the competition between brands is becoming more and more intense, and it is not easy to seek higher growth.
In particular, nowadays, the traffic is diversified, the cost of acquiring customers is rising, and the overall competitive pressure of the industry is increasing. Food and beverage brands should not only pay attention to acquiring customers and retaining capital, but also communicate with consumers in the way they like.
So in recent years, in the face of the new generation of consumers who pursue interesting, fun and personalized experiences, many brands have chosen IP marketing to give consumers a sense of novelty, which has become a standard configuration for brands to communicate with young people. However, the endless stream of IP co branding has already made consumers aesthetic fatigue.
In the era of IP 3.0, IP marketing is not only to activate brand vitality with the help of big IP, but also is not limited to the mutual collocation of different resources. Instead, it needs more creative and high-quality content, which has both personalized and social attributes. More importantly, it can spark a spark with the brand.
Make happy food in animation IP
How did I do it?
Now IP co branding is very hot, and many IP images have also gone to the market. However, there is no unified standard for what kind of IP is a good IP. But what is certain is that IP is not a flat image, but a three-dimensional structure from the aspects of values, personality, stories, business realization, etc.
Therefore, an IP that can continuously develop creative content, has a personalized form of expression, and has a strong attraction can attract more users.
At the moment of traffic fragmentation, it is not easy to create a big IP that is popular and popular. “Finding a problem with ‘national character’ is the premise of creating a popular model”. Of course, when it comes to the needs of the whole people, we have to talk about the most basic problem of eating and drinking. The animation short video IP “I don’t eat for free” under the banner of gravity Yu Hua values the “national character” of the food content and selects the content topic with food life as the core.
Although the audience is wide, how to stand out from the vast ocean of content is indeed a difficult challenge, and its core is back to the old issue – content creation. The creation of the IP content of “I don’t eat for nothing” by gravity Yu painting is divided into four parts:
1. Create an “educated” food expert IP image
From the cold knowledge of food, the classics of eating goods to the journey of Chinese food, “I am not free to eat” is full of food knowledge. It interprets the origin and development behind food, celebrity anecdotes, and other encyclopedic knowledge such as biology and botany. It has successfully created a “educated” food expert IP.
Photo source: I don’t eat
for nothing
The citrus family history, eggplant and potato, which even the novel dare not write like this, are one family, why tomatoes are not as delicious as before, kiwi fruit was born in China, Confucius only collected bacon for tuition… And other wonderful food knowledge can be found in the interesting animation story of “no freeing”.
2. Make experts more “friendly” and cute
“Don’t eat for free” uses the animated image of the virtual little yellow man as the protagonist. It is cute and often boisterous. In addition to the lovely animated image, it also needs to make the image more interesting. For example, in the live broadcast, the virtual image of “don’t eat for free” asks “will you go out to dinner with a handsome guy like me? You are limited to 3 seconds to answer!”, The anchor said, “well… At least the diner will have hair.” The interactive area in the live broadcast room was occupied by hahahaha, and some even joked about “baldness in the prosperous age”.
It can be seen that “no free food” vividly shows the charm of all kinds of food, and has successfully established the status of “food tycoon” and become a “virtual Internet celebrity” for all men and women, and suitable for all ages.
Photo source: I don’t eat
for nothing
3. Make professional content more popular and interesting
At the same time, the style of writing should be more popular and interesting, so that the complex and professional knowledge in books can be easily understood and humorous, which is also the core link to enhance the attractiveness of the content.
For example, when introducing the daily seasoning “Zanthoxylum bungeanum”, the topic was “why do you feel numb in your mouth when eating Zanthoxylum bungeanum” and “don’t eat it for free” said with a frightened expression, “the Zanthoxylum bungeanum we often eat has killed many people in history”. It caught the attention of users at once, and then pointed out that it was the relatives of Zanthoxylum bungeanum. In order to clarify the source of the saying that “pepper is poisonous”, we took the pepper wine given by Emperor Xiaowen of the Northern Wei Dynasty The queen Feng’s “death with pepper” and other stories make it clear that there is no problem with the pepper, hemp pepper and rattan pepper that she eats every day.
Photo source: I don’t eat
for nothing
4. IP self evolution, continuous development of derivative content
A short video can tell you all about food, but it can not precipitate the long-term values of IP in just 60 seconds. To this end, “no freeing” is constantly upgrading and enriching its content. It not only shot 14 episodes of the documentary “the journey of the God of food without freeing”, but also used a cross dimensional method to let “no freeing” go to Hunan, Chongqing, Guizhou and other places to visit folk gourmets, carrying the emotions and values precipitated in folk food on “no freeing”, making the virtual image more concrete; At the same time, it also CO produced a drama “talking about mountains and seas” with station B, which helps young users learn more about traditional culture by telling stories from the perspective of “eating”.
Picture source: I don’t eat for free
Picture source: I don’t eat for free
Not only that, but also it has strong ductility. He is not satisfied with creating IP only in food videos. At the same time of content creation, he deepens the setting of IP through consumer feedback, and derives the content from IP peripherals, authorized products and private brands, such as the comic book “a brief history of great food”, the board game “king of dry rice”, as well as trendy and cultural creative products such as blind boxes, calendars and building blocks; It also co branded niuduoduo steak, Rudi ice cream, longshangji hairy crab and other brands.
It can be seen that the growing “not for free” IP continues to enrich IP content and expand IP user base. Up to now, the “I am not for free” Tiktok account has accumulated more than 20million fans, received 500million likes, more than 45million fans across the network, and an annual traffic of 20billion +. This is undoubtedly a high-quality young traffic pool, and will also provide more choices for brand cooperation.
Interesting, effective and deep
IP needs to open more imagination space
It is not difficult to see that the most fundamental demand for brands to choose IP lies in consumers. To maximize consumer links is to break the circle of people and scenes. Dismantling “I don’t eat for free” in past brand cooperation, we can see that “I don’t eat for free” is telling a moving story for traditional food and beverage brands.
Give visual and auditory sensory enjoyment to eating and drinking
Contemporary users’ demand for delicious food is escalating. They should not only eat well, but also have fun. Then the IP co branding of food brands should not only enlarge the product benefits and experience to convey a richer brand concept, but also break the inherent impression and create surprises.
For example, alien electrolyte water, “I don’t eat it for free” uses a lovely expert to explain to you: what is the knowledge used to recharge the brain and the body? With the introduction of liuhuanghong, the hottest fitness program at present, he told us that when a large amount of water is lost in the human body, the body needs to be recharged. This electricity is the electrolyte, and the loss of water is the electrolyte loss. A large amount of water needs to be replenished. Drinking soft drinks will only make you thirsty, but drinking water that can be charged with electricity.
Picture source: I don’t eat for free
Through the explanation of “I don’t eat for free”, users can more intuitively feel how electrolytes work in the human body and why people drink electrolyte water, further realizing the whole process of planting and pulling grass.
Integrate resources and continuously output sales influence
The first step of IP is to have good content, and the next step is to make good content a booster of brand marketing. “Not for nothing” has also embarked on this path: accumulate traffic through content, and then convert traffic into e-commerce sales.
In terms of content, the professionalism of “don’t eat for free” food has created trust among users. At the early stage of account operation, a special e-commerce team was established to conduct product research and selection in the supply chain to maintain long-term trust. In addition, in the process of commercial realization, “no freeing” always insists on influencing consumption by content, which is intuitively reflected in every advertising marketing video and live broadcast of “no freeing”.
Taking the sale of canned yellow peach as an example, consumers’ direct sense of canned yellow peach is preservatives, a large amount of sugar, etc. “not for free” interestingly tells the history of canned development. From the mature aseptic canning technology, no preservatives to the canned supply chain, and sugar substitutes, users can fully plant grass. Finally, the short video of planting grass increased the sales of the manufacturer’s stores by 5000%.
Similarly, in the live broadcast, the “I don’t eat for free” team innovated and launched the AR live broadcast mode, allowing “don’t eat for free” to appear as both a virtual anchor and a live anchor, so that the influence of “don’t eat for free” can be extended to the live broadcast scene. The single sales of “don’t eat for free” live broadcast reached more than 8million yuan, which was the top 10 of Tiktok’s Gourmet talents and the top 5 of Tiktok’s e-commerce fresh food talents in 2021.
Picture source: I don’t eat for free
Endow cultural value and boost the growth of brand assets
In the past, brands often chose large IP co names with greater influence. In fact, influence can only be used as one of the conditions, and more importantly, value fit.
“I don’t eat for free” focuses on the creation of food content, which is highly consistent with the food and beverage brands. The IP cooperation itself is based on creating a sympathetic experience with users. It has both traditional and trendy cultural attributes. It is good at combining the brand attributes with the daily experience and food culture in users’ lives, arousing users’ deep emotional resonance, and making them feel the different connotations and values conveyed by the brand.
For example, traditional food brands need to be young and fresh, so the fun and liveliness of “not eating for free” is exactly what they need; Another example is that young brands need to affect more young people. The derivative content of “not for free” and the huge user population can also help them break the circle.
Isee Innovation Award X “I don’t eat for nothing”,
B+c build a new link of quality and efficiency collaborative marketing
Further, why does foodaily pay attention to “I don’t eat for nothing”?  
For a long time, the Isee innovation award under foodaily has been committed to focusing on the field of food and beverage, with the mission of “highlighting the spirit of food innovation, so that good products can be seen by more people”, discovering the power of innovation from a global perspective, mining and commending good brands and products, and building an industry benchmark.
Since its inception, Isee innovation award has been committed to working with industry, commerce, media and other partners to spread innovation to industry / Commerce / consumers through professional and authoritative content and innovation activities.
At the same time, in recent years, under the current situation of the industry, foodaily increasingly feels that “growth” has become the biggest pain point of the brand. The brand is facing multiple pressures such as customer acquisition pressure, stock loss, difficult sales growth and low brand recognition.
Endorsed by authoritative awards and linked to C-end consumers, foodaily launched the Isee award star chain program.  
We are concerned that in the past two years, “I don’t eat for free” IP has grown into a mature food IP, with a large and dynamic user population, a mature IP cooperation model, and a high degree of fit with food and beverage brands. It has fully supported the brand in terms of user value, emotional value, product sales, etc., and there have been many successful cases.  
For this reason, Isee award star chain program has chosen to start the first phase of star chain program with China’s No. 1 food IP “I don’t eat for free”.
Photo source: I don’t eat
for nothing
The event featured more than 10 Isee recommended innovative products, such as luyouxian, slag ash, hongxiangji, Lamo Hali, Wang spicy, Shuijun, jinzai food, Fuchi, Taurus secret, crayon Xiaoxin, and created a limited edition co branded gift box with “I don’t eat for free” IP.
The gift box printed the image of Isee award+ cute “not for free” on the gift box to add buff to innovative products and attract more consumers’ attention. In addition to the Limited gift box, it is also provided with a “no free” peripheral to shoot the video of the gift box unpacking, dig into the product selling points, and use a more vivid and stylish form of expression to vividly and interestingly convey the meaning of the gift box to consumers, so as to further improve the sales transformation.
In short, with the content as the core, “I will not eat for nothing” has explored new possibilities for virtual images, and successfully broke the game on the food IP with professional and interesting attributes.
This time, Isee Innovation Award cooperates with “I will not eat for nothing” to integrate the content end, marketing end, industry end and brand end, connect the industry with consumers, and further coordinate the brand and sales. It is a new experiment for breaking the circle of food and beverage brands.
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);

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