China Food

In the first half of 2022, who is the marketing No.1 in your mind?

“ 
marketing campaign in the food circle! Come and watch!
 
 ”

Text: Tracy Weng

Source: foodaily daily food (id:foodaily)

 
Half of 2022 has passed. Looking back on the food circle in the first half of the year, do you remember which brand marketing events made you particularly impressed?
Is it Ruixing coconut’s earthy coffee CP that makes you feel good, or is it the “tanned” Snow King that makes you laugh when you see it?
Perhaps the marketing actions taken by these brands can not make the brand “rise to the sky”, but they can become a large-scale out of the circle event in the industry. I believe there will be something worth learning.
Today, foodaily is here to show you some of the major marketing events in the food industry in the first half of 2022.
The hottest Winter Olympics in history,
Which brands are out of the circle?
At the beginning of 2022, a grand Winter Olympics event ignited the sports enthusiasm of the whole people.
Baidu hot search big data shows that the search popularity of this year’s Beijing Winter Olympics is far ahead of the same period of the two Winter Olympics, 1372% and 558% higher than that of the Sochi Winter Olympics and the Pyeongchang Winter Olympics, respectively, and also more than the previous Summer Olympics after the 2008 Beijing Olympics, making the Beijing Winter Olympics the hottest Winter Olympics in history, with high national attention.
In this national Carnival sports feast, there is such a food brand strength out of the circle, which makes many netizens call “win hemp”. It is the vitality forest.
After su Yiming won the gold medal of men’s grand platform of snowboarding at one stroke, Yuanqi forest officially posted a blog “bet three in three”, successfully sending Yuanqi forest to the hot search. As early as 2021, Yuanqi forest signed a contract with Gu ailing, Xu Mengtao and Su Yiming, and these three spokesmen of Olympic champions also contributed a great deal of topic and traffic to the “lucky” Yuanqi forest, which was jokingly called “lucky forest” by many netizens.
Image source: Official Weibo of Yuanqi forest
As a food and beverage brand, it is not easy to “break out of the tight encirclement” during the Winter Olympics, when sports events occupy people’s main attention, not to mention that many brands have focused on this hot spot and have done a lot of publicity and promotion activities in combination with the Olympics.
For example, Yili launched a commemorative package with the theme of the Winter Olympics, yum China created a Winter Olympics themed restaurant and launched a limited surrounding area, and Tsingtao beer, flying crane and other brands helped achieve incremental brand exposure with the help of Olympic variety shows, etc.
In addition to the bonus of hot spots and luck, it is a wise and forward-looking practice for Yuanqi forest to invite sports stars as brand spokesmen. Choosing to cooperate with young athletes who are highly in tune with their brand’s “vitality” and with the help of their own positive energy auras such as “struggle”, “toughness” and “strength” can not only empower the brand, but also help improve the brand’s image and bring a good wave to the brand
In fact, at the time when the audience’s enthusiasm for chasing dramas was unprecedented, tea loving was half the success simply by virtue of the popularity of “Meng Hua Lu”; In terms of the degree of adaptation, the happy tea, which is itself a tea brand, is quite consistent with the tea culture mentioned in the play, which can make the audience who follow the play get a full sense of substitution and satisfaction.
In addition, in the process of CO branding, in addition to the launch of the same tea in the play, Xi Cha also created offline theme teahouses with [Xi · half mask] in several cities, and launched a series of CO branded peripheral masks, badges and other limited follow-up packages, so as to bring the “dream of China” to the real world as much as possible, and the immersive personal experience added a “fire” to this dream linkage.
Slide left and right to see more
Image source: Xi cha
The result of this joint signing is also quite satisfactory. Take the new product perilla pink peach drink co branded by Xi Cha’s dream of China as an example. Nearly 300000 cups of the new product were sold on the first day of its launch, attracting a large number of fans and passers-by to check in. The power of this wave of CO branding is evident. (after all, who doesn’t want to taste Zhao Niangzi’s tea and dessert?)
Foodaily: in addition to enjoying tea, Naixue also followed suit to launch a joint activity with the record of dreamchina. Xi Cha and Naixue vied to sell tea. Did you drink it?
2. Ruixing coffee × Coconut Juice
However, although film and television co branding has a wide range of audiences and great influence, because of the long cycle and high investment of CO branding with film and television dramas, if the selected one is not popular, then the co branding can’t stimulate much water, and there is a great possibility of losing money.
与此同时在微博上,瑞幸也是沉浸式地同广大网友一起追赛,不仅在比赛期间花式为谷爱凌加油打call,同时也积极利用晒照赢签名、发优惠券等方式进行二次传播,为瑞幸咖啡刷足了存在感,成功实现了品牌声量的最大化。

Therefore, considering the high risk of pre selecting to cooperate with film and television series, more brands tend to choose to seek cooperation with other brands. If the joint name is appropriate, it may also become a great opportunity to get out of the circle.
The new product jointly launched by Ruixing coffee and coconut juice – Yeyun latte is a big hit in April this year.
Image source: Ruixing coffee
This is a new move of Ruixing coffee, and it may also be “premeditated for a long time”.
Recalling last year’s popular raw coconut latte, it not only became popular, but also led to the explosive growth of coconut milk, which attracted many coffee brands in the market to follow up. For example, m stand followed suit and began to launch new “coconut” series of new products; Seesaw launched Ruixing “the same” thick coconut series and so on, which gradually made the coffee track full of smoke.
This year, on the basis of raw coconut latte, Ruixing chose to partner with coconut, an old beverage enterprise. This is also the first joint event of coconut in its 34 years of development. For coconut, it can not be said that it is not a bold attempt to rejuvenate the brand. For Ruixing, with the endorsement of the joint brand of coconut tree and coconut juice, people’s impression label of Ruixing coffee’s ace “raw coconut” will also be strengthened again.
In addition, the packaging of new products also greatly contributed to the success of this joint branding. In particular, the coconut tree tribute Ruixing version once brushed the screen on the Internet.
Film source:
a60
See how brands play creative marketing
Some people say that in the Internet era, the most important thing of brand marketing is to play tricks.
Especially in today’s digital marketing era, social networks have been booming as never before. Wechat, Weibo, Tiktok, Kwai, xiaohongshu and other platforms used to be just a window for brand officials to speak, but now they have gradually become a channel for brands to enhance interaction with consumers and shorten the distance between consumers.
In this case, the official with lively characteristics and “whole life” will naturally be more able to capture the hearts of young groups. In this regard, KFC and Michelle ice city are good references.
1. KFC’s official trick is definitely “crazy four literature”
At the beginning of the year, I believe you must have been “choked” by the strange literature on the Internet:
“It’s ironic that from the early morning until now, no one said happy birthday to me. My relatives didn’t say it, my friends didn’t say it, and the person I care about most didn’t say it. Until now, I realized that today is not my birthday. But today is crazy Thursday. Would you like to invite me to KFC?”
At first glance, it seems to be the sadness of no one’s birthday blessing? No, actually, the point is the last sentence.
In addition to the above style, there are multiple styles such as fantasy, adventure, suspense, dog blood, etc. But no matter how wonderful it is, I believe you will be fooled by the “KFC crazy Thursday” at the end.
Seeing the rising popularity of “crazy four” literature on the Internet, KFC officials began to play tricks in person. They not only happily interacted with netizens on Weibo to discuss “crazy four literature”, but also opened an official live broadcast of “crazy four Literature Festival” on the last day of the end of 2021, and folk activities immediately became official certification; On the other hand, KFC has also used its own brand influence to push the enthusiasm of the national “crazy four” to a climax.
KFC crazy four literary festival Poster
Picture source: KFC
Among them, there are not only KFC preferential products and the huge number of users of the brand, but also the influence of viral communication brought by consumers’ second innovation. However, if the phenomenon of crazy four literature is not widely promoted by the official end, it is believed that it is difficult to develop so much that people enjoy talking about it.
Foodaily: so, this week’s crazy Thursday, would you like to invite me to KFC? (sincere face)
2. Honey Snow Ice City Snow King “blackened”
“Snow Ice City, the God of marketing”.
From the magic theme song “Honey snow ice city sweet honey” released by honey snow ice city in the summer of 2021 to the “blackening” of the Snow King’s Avatar in June this year, honey snow ice city can definitely be called a good player in the marketing industry.
Image source: Sohu
Take this year’s “black” marketing as an example.
In the mulberry season, in order to promote the new mulberry products of Michelle ice city, Michelle ice city will display the avatar on the takeout platform
[3] After the official end, KFC’s “crazy Thursday” came out of the ring!, 4A advertising circle, 2021-12-31
[4] Miyue ice city (blackened), hedgehog commune, June 21, 2022
Cover image source: Ruixing coffee, KFC
Reprint authorization and media business cooperation: Amy (wechat: 13701559246);
Join the community: Cherry (wechat: 15262433826).
Related reading
Food people are “watching”
Read the original text
In the first half of 2022, who is the marketing No.1 in your mind?
究其原因,除了可达鸭自身形象的加持,可达鸭玩具的出圈更关键的还是踩中了正处于焦虑和压抑状态下年轻人的情绪点而引发了大众的共鸣,成为了年轻人情感宣泄的一个窗口。
图片来源:小红书
同时,在可达鸭推出后,网络上随之涌现的诸如“摆烂鸭”“白娘子鸭”“核酸鸭”等来自脑洞大开网友们的二次创作作品,让可达鸭在社交媒体上得到了更进一步的传播。也正是广大网友们极富创造性的二次创作和无比热情的分享欲望,真正让可达鸭走向了爆火。
Foodaily:憨憨的可达鸭对于小朋友来说可能太幼稚,但是对于大人来说刚刚好~
官方“整活”最为致命,
看品牌如何玩转创意营销
有人说,在互联网时代,品牌营销最重要的就是要玩出花样。
尤其在如今这个数字营销时代,社交网络得到了前所未有的蓬勃发展。微信、微博、抖音、快手、小红书等平台,从前原本只是品牌官宣发言的一个窗口,如今却慢慢成为了品牌为了增强与消费者的互动、拉近消费者之间距离的渠道。
在这样的情况下,特色活泼还会“整活”的官方自然更加能够俘获年轻群体的心。在这方面,肯德基和蜜雪冰城都是不错的参考。
1、肯德基官方玩梗肯定“疯四文学”
年初的时候,相信你一定被网上奇奇怪怪的文学“哽”住过:
“蛮讽刺的,从凌晨开始等到现在,没有一个人和我说生日快乐。我的亲人没有说,朋友也没有说,我最在乎的人也没有说,直到现在我才明白:原来今天不是我生日。但是今天是疯狂星期四,你愿意请我吃肯德基吗?”
乍一看是生日时无人祝福的悲伤?不,其实重点在于最后一句。
而除了以上这一种文风,更有奇幻、冒险、悬疑、狗血等多重风格。但无论有多奇葩,相信看到最后的你一定会对结尾的“肯德基疯狂星期四”大喊上当。
眼看着网络上“疯四”文学热度的不断升温,肯德基官方开始亲自下场玩梗,不仅在微博上欢快地与网友互动探讨“疯四文学”,更是在2021年末的最后一天开启了一场“疯四文学盛典”的官方直播,民间活动立马摇身一变成了官方认证;另一方面,肯德基也借助了品牌自身的影响力,将全民“疯四”的热情推向了高潮。
肯德基疯四文学盛典海报
图片来源:肯德基
这其中,既有肯德基优惠产品以及品牌庞大的用户体量的带动,也有消费者们二创所带来的病毒式传播的影响力。但疯四文学这一现象的广泛出圈,若没有官方下场的“推波助澜”,相信很难发展得让人如此津津乐道。
Foodaily:所以,这周的疯狂星期四,你愿意请我吃肯德基吗?(真诚脸)
2、蜜雪冰城雪王“黑化”了
“蜜雪冰城,营销的神”。
从2021年夏天蜜雪冰城出圈的魔性主题曲“蜜雪冰城甜蜜蜜”,到今年6月雪王头像的“黑化”,蜜雪冰城绝对可以称得上是营销界的一把好手。
图片来源:搜狐
以今年的“黑化”营销为例。

桑葚季,为了宣传蜜雪冰城的桑葚新品,蜜雪冰城将外卖平台上的头像统统换成了黑头像,白白胖胖的雪王突然变成了煤黑,这一变化瞬间引发了网友的好奇心,纷纷跑去追问官方怎么回事。在吊足了网友的好奇心之后,蜜雪冰城才在微博上不急不缓地解开了谜题:雪王摘桑葚被晒黑了。
其实严格意义上来说,蜜雪冰城“入局”桑葚的时机并不算早,今年早些时候喜茶和茶百道就已经推出过桑葚相关系列饮品。喜茶更是与藤原浩联名,推出了“黑TEA”限定企划,酷黑风格的饮品和包装令人眼前一亮。
在这样的形势下,蜜雪冰城的操作不可谓不高明。在高温的天气,巧妙地借助“夏天晒黑”这一点来营销,仅仅只是换了一个头像,就利用反差轻松赚足了消费者的眼球,同时让品牌的声量得到了有效传播。虽是一次新品营销,却一点也不招人反感,反而给自家的桑葚新品造足了势。
图片来源:蜜雪冰城
当然,在这一过程中,品牌方与消费者之间的有趣互动也起到了非常重要的作用。或委屈、或皮实的雪王形象更具备独特的人格魅力,在逗乐消费者的同时也增强了消费者与品牌之间的互动。
Foodaily:btw,谁能抵抗得了有趣可爱的小雪王呢~
总结
当然了,除了以上提到的这些,还有一些不错的营销案件,比如每年春季必出的各种樱花系列,可口可乐围绕元宇宙这一趋势推出的元宇宙系列新品等等,也有着不错的参考意义和价值。
这些营销法则的本质都是为了更好地实现与消费者之间“心的联结与精准触达”,加强品牌方与消费者之间的联系。

谁能赢得年轻人的心,谁也将更有可能成为愈演愈烈营销大战中的优胜者。
那么,看了这么多,谁才是你心中的“营销之王”呢?欢迎大家评论区交流哦~
参考资料:
[1] 百度2022北京冬奥会热搜大数据:本届冬奥史上最热,搜索热度比上届冬奥会高5倍,经济参考报,2022-02-02
[2] 可达鸭背后,年轻人的情绪在嘶吼,半熟财经,2022-05-26
[3] 官方下场玩梗,肯德基“疯狂星期四”火出圈了!,4A广告圈,2021-12-31
[4] 蜜雪冰城(已黑化),刺猬公社,2022-06-21
封面图来源:瑞幸咖啡、肯德基
转载授权及媒体商务合作:Amy(微信号:13701559246);
加入社群:Cherry(微信号:15262433826)。


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