China Food

Admit it, humans can’t refuse kittens. KFC, Xicha and Coca Cola have all started


“ 
with the gradual warming of pet economy in China, pet consumption is becoming more refined and diversified. Pet lovers have a high willingness to spend on various pets. In addition to the daily expenses of pets, pet themed related goods are all the objects they buy.
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Text: Giselle Yin

Source: food daily (ID: food)

There are a lot of cats in the food circle recently.
 
In July, on the side of catering brands, KFC successively launched cat stick, cat nest, cat scratch bucket and other peripherals in cooperation with pet brands Weika and Zeze. Among them, the cat scratch bucket jointly sold with Weika was sold out in a limited amount of 1800 copies in Shanghai within 2 hours of its launch.
 
At the new tea circuit, Fu Xiaotao also joined hands with the pet brand Pu Pu lab to jointly open the “Gulu cure plan” public welfare week, introducing two cat toys based on Fu Xiaotao products, and donating 1 yuan to the stray animal public welfare organization for every one of the joint products sold.
 
The cute surroundings in the picture, coupled with the super high-quality cat models, not only make the editors who brush the new product information feel extremely healed, but also capture the hearts of countless pet breeders.
 
Image source: Weibo @ no card vetreska
 
In fact, the food industry has not only recently started to use pet elements. According to foodaily’s global observation, in the overseas market with higher pet penetration rate, in addition to pet food, pet medical and other industries, pet themed related commodities have also produced huge economic effects.
 
Therefore, with the continuous warming of domestic pet economy, many food brands have tried to integrate pet elements into products or marketing activities. So, how should the food industry catch the heat and flow of the pet economy? What are the ways to integrate pet elements into the brand, and make products and marketing that can win favorable comments in pet raising groups and cloud pet raising groups? Let’s take a look at the cases at home and abroad.
 
One hundred billion pet economic market,
Cat economics to be exploded in China
 
“Cloud sucking cat” and “cloud sucking dog” have been hot words since they were born. It can be said that they have become a way of life and one of the most favorite relaxation and healing activities of contemporary young people.
 
This is particularly intuitive in the content of the short video platform. According to the “2021 new media content ecological data report” released by the new list, in the second half of the year, the third place in the growth of creative volume of Tiktok platform is the content of cute pet, with an increase of 95%.
 
Photo source: Weibo @ and Maozhu
 
Recently, when I was pushed to some pictures of Gao Zan’s pet on xiaohongshu and other platforms, I often saw such pictures as “usually there is no traffic, but I didn’t expect a photo (PET) to be sent casually to be popular…” usually I just send the content casually, but I didn’t expect my own hairy child to be popular, so don’t pay attention to me!!! ” In the end, the blogger could not resist the voice of the masses and directly transformed into a favorite blogger.
 
Contemporary young people, in line with the principle of “cloud abduction” if they can, carry sacks of various colors every day
According to calculations by Hiroshi Miyamoto, an honorary professor of Kansai University, in addition to the daily expenses of raising cats, and the sales income of cat themed tourism, cat related special books and peripheral goods, the economic effect generated by cats in 2015 was about 2316.2 billion yen, which exceeded the economic effect of the Tokyo Olympic Games in 2020. The media then called this craze “cat economics”, and some even said that “cat economics” has injected vitality into the Japanese economy.
 
All kinds of phenomena in domestic and foreign markets show that pet lovers are willing to spend on various pets. Besides the daily expenses of pets, they also buy cosmetics, cultural creations, clothing and other pet themed related goods.
 
So, how can the food industry capture the pet lovers’ preferences and pet traffic, and apply pet related elements to products and marketing activities?
 
Dessert with jelly in the shape of cat meat balls, photo source: PR times
 
Cute pet looks cute and critical,
Cat shaped food provides immersive cat sucking experience
 
Last year, the cute blogger @ Tuan Chong yoghurt sister became popular because of a video of “eating cats”. In the video, the blogger gave out a crazy laugh that resembled the magic of the animated character lady Shiji. He kissed his kitten wildly and said “tiger and Wolf” and did whatever he wanted. People left a message one after another: “there is no light in the kitten’s eyes.” “Do kittens need legal aid?” “Does this excrement shoveler need some hair cream?”, It also makes many people see the shadow of “eating cats and sucking cats”.
 
Picture source: Tiktok @ Tuan Chong yogurt girl
 
Although many people say that they love their pets so much that they can’t wait to eat them. When they love them deeply, they really move their mouths to suck cats and dogs, but the most they can do is to kiss them. However, when the food has a pet shape or pet element packaging, people can really “love it and eat it”.
 
Beauty is justice, and absolutely cute cat shaped food is popular on the Internet
 
The Japanese toast brand “Yishi Yishi Yishi” cat toast is a special shop for cat shaped high-grade toast bags. The delicious toast made with milk instead of water is made into a super cute cat shape. With the fresh and sweet milk flavored toast and the absolutely cute appearance, it stands out in the upsurge of high-grade toast bags in Japan and becomes a hot topic on social media and media.
 
Photo source: PR times
 
In addition to the regular flavors such as original flavor, chocolate flavor and Sanmao cat flavor, the products will also be limited during the launch period, so that people can eat all kinds of cat and cat toast.
 
Although the body is cute enough, it is also fun to decorate by yourself. The effect of the film is excellent, and children and adults like it. Since its opening in 2019, the brand has been loved by customers, and the Internet search volume has been rising. It won the Yahoo food award in 2020.
 
Photo source: PR times
 
In addition to the cat shaped toast, the sister brand “cat shaped cheese cake” has also been launched by “cat shaped cheese cake”. The rich and smooth cat shaped cheese cake and the rich and limited tastes that change with the seasons have also been introduced into the family afternoon tea scene, and also won the super
It is also necessary to take crazy photos and expose photos every day. “Every pet’s mobile phone photo album is full of photos of their own children.” this is not just a joke, but a real portrayal of the daily life of a fecal shovel official.
 
At the same time, with a deeper understanding of pet related knowledge, pet lovers tend to be concerned about animal welfare, public welfare of stray animals, and “animal friendly” lifestyle.
 
Therefore, from the example of cross-border cooperation between food brands and pet brands, the brand will not only attract consumers with the help of products and posters with pet elements, but also pay attention to the needs of pet groups and carry out commodity development. It is also a common practice to help animal welfare during activities and commodity release.
 
Photo source: PR times
 
Cross border joint brand pet products, let people have fun
 
In July, Kentucky Fried Chicken seemed to “poke a cat’s nest” and arranged for the kittens to live, wear and play. Even if it is not on a crazy Thursday, it will make you crazy.
 
On July 25, Zeze, a pet goods brand, jointly signed with Kentucky Fried Chicken (KFC) to launch the corn wood Polygonum Tianliao toy based on the popular butter corn cob of KFC, which is cute in shape and practical in grinding and cleaning the teeth of cats. At the same time, the chicken leg cat nest inspired by KFC’s iconic red and fried chicken is also on sale. When “lucky netizens” showed the photos of the cat owner lying in the cat’s nest, other officials who knew later found that the products had already been sold out.
 
Photo source: xiaohongshu @ Zeze
 
In July, Kentucky Fried Chicken launched a joint exclusive “Kentucky Fried Chicken” with the new domestic pet lifestyle brand “vetreska” × The cat’s claw bucket is not stuck. It integrates the classic red and white shape of the whole family bucket of KFC and the iconic cactus symbol of the card. It aims to let pet owners and pet share the joy of KFC’s food and convey the beautiful vision of “life is good, and the bucket is for you”.
 
The cat claw bucket is nearly half a meter high and oversized. It is made of environmental protection corrugated paper. It has an open nest on the top and a drill hole on the bottom. It supports both cats to stay together without fighting and fat cats to shuttle freely. It is also a cat’s nest integrating beauty and practicality. Not only are all kittens looking for it, but it also makes the whole network move. It should be arranged for their own children.
 
Image source: Weibo @ no card vetreska
 
However, the joint brand products of the two brands are not enough to meet KFC’s “all arrangements for the living, wearing, playing and playing of kittens!” After all, officials always think that their children should buy new toys. In July, Kentucky Fried Chicken also launched a set meal containing “cat gopher machine” and a delicious cat stick nationwide, which attracted people who want to play with cats and people who want to play with cats, and added a force to the happy companionship of parents.
 
Picture source: KFC
 
Kentucky Fried Chicken also takes good care of the vast number of cats who love to go out. On July 9, Kentucky Fried Chicken (KFC) and “little strange cat” IP launched four set toys, waiting for the majority of cat lovers to go to KFC for adoption, to meet their need to touch cats anytime and anywhere.
 
When the new Yuanqi top melon ice cream was launched, KFC arranged
In March 2020, Xi tea paid attention to the growing concern of consumers for animals and the growing demand for animal protection. For the first time, Xi tea publicized on Weibo and mangrove foundation MCF’s first issue of easy popular science on wild animals, aiming to appeal to consumers to love pets, not abuse and abandon them at will, and live in harmony with nature. At the same time, Xi tea solicited relevant opinions from consumers about what animal theme the brand hopes to launch, Got positive comments from netizens.
 
In October of the same year, Xicha, which is famous for its store space design, opened the first pet friendly theme store to provide a suitable social environment for people to pet and encourage consumers to bring their own children to the store to enjoy a happy time.
 
By using oval furniture, providing cat litter and pet toilet boxes, setting pet friendly tips, pet holding rings, anti pet trick cups and pet sand trays in the outdoor area, and setting up pet photo walls, adopting Chinese inspired interior design and comfortable cushions, the store also takes care of the experience and needs of people and pets, and provides excrement shoveling officers to sit around and enjoy tea and play with the children, So that pet lovers can enjoy the double healing brought by tea and pets at the same time, and there is a reasonable space for people and pets to have full social interaction.
 
Photo source: Weibo @ Xicha
 
After the opening of the pet friendly theme store, Xicha also organized a series of pet themed activities. For example, the recruitment of pet making friends will be carried out, and the excrement removal officer will be encouraged to take his pet out to socialize; Launch pet public welfare activities, invite domestic treatment dog public welfare projects to cooperate, and send companionship and care to the elderly through lovely treatment dogs; And on the first anniversary of the pet friendly theme store, jointly carry out the new experience of inspiration interaction between pets and owners with the pet brand lazyeazy.
 
In June this year, Xi tea cooperated with pet brand pidan for the first time, launching a limited number of 6000 public welfare cat nests, calling for attention to stray animals and building a home for cats. At the same time, at the node of International Children’s Day, we launched the “cat’s love post June 1 joint cup set” and “June 1 Limited happy tea” ✖️ “Pidan cat foot cup set” and “pidan cat public welfare outdoor supply station happy tea joint brand”. The cute cup cover not only attracts consumers to try new collection, but also attracts many excrement shovelers to share photos of their children in the comment area and print pictures on various platforms.
 
Photo source: xiaohongshu @ Xi tea
 
By setting up pet friendly stores, participating in animal welfare, planning human PET interactive social activities, CO branding with pet brands, and launching pet friendly surroundings, the new tea brand has met the needs of officials who shovel excrement to print pictures and people pet social activities, lowered the threshold for people who care about animal rescue to participate in public welfare activities, and increased the willingness of consumers to spontaneously return pictures and spread while attracting consumers to the store for consumption, It also realizes the breaking of the brand in different circles, expands the brand awareness and improves the brand reputation.
 
More gentle and sustainable plan to let stray empty bottles and stray animals return home
 
In recent years, the food industry has paid more and more attention to the recycling and effective utilization of materials to help reduce carbon and protect the environment. For Coca Cola and other drinks
Read the original text
Admit it, humans can’t refuse kittens. KFC, Xicha and Coca Cola have all started
 
对于许多宠物主来说,自己或许可以少吃一口,但给自家毛孩子的吃用可不能省,他们既关心宠物的饮食是否健康,也愿意通过购买宠物玩具等物品让毛孩子们玩得开心,拥有更舒适的生活环境。
 
日常疯狂拍照晒照也必不可少,“每一个养宠人的手机相册里全都是自家毛孩子的照片”这不仅仅是一个段子,而是一种铲屎官日常的真实写照。
 
同时,随着对宠物相关知识的了解加深,爱宠人士往往也会对动物福利、流浪动物关怀公益、”动物友好型”生活方式等话题产生关心。
 
因此,从食品品牌与宠物品牌跨界合作的实例来看,品牌除了会借助宠物元素的商品、海报等来吸引消费者,同时也会关注宠物群体自身的需求,进行商品开发,在活动和商品发布期间助力动物公益也是常见的做法。
 
图片来源:PR TIMES
 
跨界联名做宠物用品,让人宠都玩得开心
 
7月份的肯德基仿佛“捅了猫窝”,给小猫咪的住穿玩乐安排了个遍。即使不在疯狂星期四,也令各位铲屎官疯狂上头。
 
7月25日,宠物用品品牌zeze联名肯德基,以肯德基人气的黄油玉米棒为原型推出了玉米木天蓼玩具,造型可爱的同时兼具给猫咪磨牙洁齿的实用性。同时发售的还有以肯德基标志性的红色和炸鸡为灵感的鸡腿猫窝。在“幸运网友”晒出猫主子躺在猫窝里的照片时,后知后觉的其他铲屎官们发现产品早已售罄了。
 
图片来源:小红书@zeze
 
时间再往前推,7月肯德基还和国内新锐宠物生活方式品牌「未卡VETRESKA」推出了联名限定款「肯德基×未卡猫抓桶」。融合了肯德基全家桶经典的红白造型和未卡标志性的仙人掌符号,旨在让宠主与爱宠共同分享肯德基的美食之乐,传递“生活好滋味,桶桶都给你”的美好愿景。
 
猫抓桶实物近半米高,尺寸超大,采用环保瓦楞纸制作,上有敞篷窝,下有钻钻洞,支持双猫双待不打架,也支持胖猫自由穿梭,又是一款集美貌和实用为一体的猫窝,不仅全网小猫咪都在找,更让全网铲屎官心动,高低要给自家毛孩子安排一个。
 
图片来源:微博@未卡VETRESKA
 
然而,两个品牌的联名产品并不足以满足肯德基“小猫咪的住、穿、玩、乐,通通安排!”的豪言壮语,毕竟铲屎官们总会觉得自家毛孩子该买新玩具了。7月,肯德基还全国范围内推出了含有“猫咪地鼠机”的套餐以及美味逗猫棒, 同时吸引了想给猫玩的人和想跟猫玩的人,为亲崽快乐相伴添了一份力。
 
图片来源:肯德基
 
对于出门在外的广大爱喵人士,肯德基也照顾有加。7月9日,肯德基联合“小奇猫”IP推出了4款套餐玩具,等广大爱喵人士去肯德基领养,满足他们随时随地上手撸猫的需求。
 
新品元气顶瓜瓜冰淇淋上市时,肯德基则安排了明星猫演员来拍摄上新视频及海报,让人一时间不知道是该看冰淇淋还是看猫,甚至有人大胆留言询问买冰淇淋送不送猫。虽然答案当然是不送猫,但肯德基送出了橘猫帆布袋,又让一众爱喵人直呼不能错过,直奔门店。
 
图片来源:微博@肯德基
 
通过与宠物品牌跨界合作,兼顾美观、品牌元素体现及实用性的宠物用品开发,与知名动物IP联名,以及萌宠出镜拍摄图片、视频物料等一系列组合喵喵拳,兼顾了养宠人群和云养宠人群,不知道这个7月有多少吸猫爱好者被肯德基这些猫里猫气的周边刷了屏,又有多少人为此踏破了肯德基的门槛呢?
 
联名新品、宠物友好店、助力动物公益……新茶饮扎堆玩起宠物元素
 
8月2日,新茶饮品牌伏小桃携手宠物品牌噗扑实验室,共同推出了以伏小桃的人气产品——奶呼呼小红莓奶茶为原型的逗猫棒,和以伏小桃新品甜品——抹茶红豆手工烧为原型的猫罐头玩具。
 
同时,两个品牌联合开启了“咕噜噜治愈计划”公益周,所有活动商品每出售1件,即可捐赠1元给流浪动物公益机构,用于改善他们的生活和TNR计划。
 
通过两个品牌的跨界联名,扩大了品牌在彼此不同圈层人群中的认知度,以伏小桃产品为原型的可爱周边促使铲屎官自发返图传播的同时,也自然形成了对产品和品牌的宣传。
 
图片来源:噗扑实验室
 
实际上,伏小桃也不是第一个跨界与宠物品牌合作,进行宠物元素营销的新茶饮品牌。
 
如乐乐茶推出过宠物友好店,奈雪的茶推出过爱心公益「猫猫爪杯塞」,而喜茶更是早从2020开始,就进行了长线的宠物相关活动策划。
 
2020年3月,喜茶关注到消费者对于动物的关注和对于动物保护的呼声越来越高,第一次在微博官宣和红树林基金会MCF 联合出品的一期关于野生动物的轻松小科普,旨在呼吁消费者爱护宠物,不要虐待及随意弃养,与大自然和谐共处,同时向消费者征集希望品牌推出什么样的动物主题周边的相关意见,获得了网友的积极评论留言。
 
同年10月,以门店空间设计闻名的喜茶开出了第一间【宠物友好主题店】,为人宠同时提供适宜的社交环境,鼓励消费者带上自家毛孩子来店里享受一段快乐时光。
 
店内通过使用椭圆形家具、提供猫砂与宠物便便箱、在户外区设置爱宠贴士、栓宠拉环、防宠物捣蛋杯和宠物沙盘等关爱宠物的设计,以及设置宠物照片墙、采用中式灵感室内设计和舒适坐垫等方式,同时照顾到了人和宠物的体验与需求,提供了铲屎官互相围坐享受茶饮,毛孩子玩作一团,让爱宠人士们能同时享受茶饮和宠物带来的双倍治愈,且人宠都可以进行充分的社交互动的合理空间。
 
图片来源:微博@喜茶
 
宠物友好主题店开业后,喜茶后续也组织了一系列宠物主题的活动。如进行宠宠交友会招募,鼓励铲屎官带自家宠物出门社交;发起宠物公益活动,邀请国内治疗犬公益项目合作,通过可爱的治愈犬为老人送去陪伴与关怀;以及在宠物友好主题店一周年之际,与宠物品牌LAZYEAZY共同开展宠物与主人的灵感互动新体验等等。
 
今年6月,喜茶与宠物品牌pidan首次跨界合作,限量推出6000个公益猫窝,呼吁关注流浪动物,给猫猫搭一个家。同时,在六一儿童节节点,推出「喵星人爱心帖示 六一联名杯套」、「六一限定喜茶✖️pidan猫足杯套」、「pidan猫用公益户外补给站 喜茶联名款」。可爱杯套吸引消费者尝新收集的同时,也吸引了不少铲屎官在评论区分享自家毛孩子的照片,以及在各个平台晒图。
 
图片来源:小红书@喜茶
 
新茶饮品牌通过设置宠物友好门店、参与动物公益、策划人宠互动社交活动、与宠物品牌联名、推出萌宠周边等方式,满足了铲屎官们晒图和人宠社交的需求,降低了关心动物救助的人群参与公益活动的门槛,吸引到店消费的同时,提高了消费者自发的返图、传播的意愿,且实现了品牌在不同圈层人群中的破圈,扩大了品牌认识度,提高了品牌声誉。
 
更温情的可持续计划,让流浪空瓶和流浪动物各自归位回家
 
为减碳环保助力,关注材料回收及有效利用,是近几年来食品行业越发重视的课题。对于可口可乐等饮料公司来说,探索饮料瓶的循环再生价值,促进废弃饮料瓶的回收利用,是一个长期课题。
 
而在饮料瓶回收的过程中,可口可乐中国发现了一些流浪动物和被丢弃的饮料瓶的共同之处:之所以“流浪”,都是因为不负责任的“丢弃”。而如果可以获得机会,都可能重焕价值,重新成为人们生活中的一部分。
 
因此,在今年8月8日国际爱猫日,可口可乐中国与北京领养日共同发起rPET“回家了”计划,利用回收的饮料瓶打造了365套“回家了”套装,包含“回”字型慢食碗、垫子、宠物围巾、契约书门把手挂件和宠物用品便携包这些实用用品,用来答谢那些用实际行动支持“领养代替购买”的朋友们。
 
用回收的饮料瓶制作的猫用品,图片来源:微博@可口可乐中国
 
可口可乐通过这次领养日活动,同时宣传了“饮料瓶回收利用”和“领养代替购买”的积极现实意义,鼓励大众减少“丢弃”行为,一起将环保可持续理念融入日常行动中,是企业推动产品的回收与循环利用的可持续行为的又一次创新实践。
                                            
小结
 
不知道看完今天的推文,各位读者有没有感受到宠物的治愈力量呢?
 
从国内外的一些融入了宠物元素的食品产品及营销案例来看,可爱、治愈、出片、公益、宠物友好是常见的关键词。且目前常见的动物元素,还是主要集中在猫这类宠物身上。
 
当然,除了猫之外,狗、兔子、仓鼠、鸟类等其他各类宠物的魅力也仍待开发,在产品形态和营销方式上也还有更大的发散空间。
 
不知道大家关于食品行业内宠物或者动物主题的商品还有什么有趣的案例或者体验,欢迎在评论区分享呀!
 
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