Whether it is comedy plot, talk show text or brand marketing copy, it is close to life that makes people laugh. And behind these ideas, is it not the insight of users?
By Giselle Yin
Source: FoodailyFood (ID: foodailyFood)
Last week, the fifth season of Talk Show was officially concluded, and the second season of the Annual Comedy Show was also under intense competition. These comedic variety shows are not only the hot undertaking of the recent domestic variety show market, but also the source of happiness for countless people.
This year, the program theme and actors have contributed a lot of laughter and slot points to everyone, and also triggered a lot of topic discussions and exchanges. When you made passionate comments on the highlights, we found that there were many similar marketing events full of laughter and dramatic conflicts in the food circle. Starting from the details close to the daily life of the public, it originated from life and was higher than life, which attracted everyone’s attention and discussion.
So we (without authorization) selected some “excellent entries” of the Annual Food Comedy Conference to see how these brands conceive texts and find connections with users? Is it self congratulation or really poking into the hearts of the public? How about the response of users?
Homophonic stem without deduction,
Will Monday be the next crazy fourth?
I believe that those who follow talk shows should all know Wang Jianguo, a talk show actor famous for his good use of homophonic stems, and also know the famous “homophonic stems are subject to deduction”. Nowadays, whenever netizens brush any wonderful homophonic stem, they often leave a comment: “Wang Jianguo, this golden age is as you wish”.
The users and use scenarios of homophonic stem are becoming more and more rich, and many homophonic stem players have also appeared in the food circle this year. For example, last Monday, Xicha, together with WPS and Xmind, handed over a joint name full of homophones. From copywriting to songs, the intensity of homophonic stems makes it difficult not to doubt whether the person behind the text is a fanatic fan of Wang Jianguo (x).
Monday can be said to be the day that countless migrant workers hate the most. Although they have just experienced a weekend break, many people still feel at their last gasp in the face of the new week’s work, with a feeling of “dying”.
Xicha combines the surging roast of migrant workers with the pronunciation of the word “xi”, and turns it into a sentence “I like Monday very much, and I feel like (happy)”. The double cup co branded package including fruit tea and milk tea is also named “Monday Fruit Milk Happiness”. At the same time, the homophonic roast and the extremely simple WPS straight out style were used to generate the co branded activity posters, which seemed to be sent to the official accounts of Xicha in a stable spirit.
In addition, Xicha also released the song of migrant workers “Go to Xiba on Monday”. In the MV, Ah Xi, a migrant worker, crowded into the subway with his head in the early morning on Monday, and was
Of course, in addition to Xicha, other brands have also contributed a lot of interesting homophonic stems, such as Ruixing and Sad Frog’s Qixi co named “Frog Rui Love You”, as well as the Christmas limited “Jinguobai Nuts Latte”, Burger King x Alipay co named “Zhifubao”, KFC’s collection of “chicken” literature, Chabaidao’s “Jiang Xin Bi Xin” hot drink, and Wang Zunzhen’s new banana ginger cereal “Jiang” In autumn, the “good persimmons become frost”, “like many persimmons”, “the Tang Dynasty is full of persimmons”, “sweet persimmons”, etc
When I wrote here, I couldn’t help sighing in my heart: “Wang Jianguo, this golden age is as you wish.”
How to choose between lying and curling?
Those operators lying at 45 degrees
In this year’s talk show conference, a topic that aroused wide resonance and discussion was “how to choose between lying and curling”. If you want to lie down, you dare not lie down, but you can not roll up and move. When you lie down, your heart can not lie down for a moment, which is a reflection of the real life state of many people.
Photo source: Microblog @ Holland Douben Douhe
Recently, some food brands, like talk show contestants, have conducted different interpretations and delivered different “works” around the common theme of “lying and rolling”.
Wei Long: “Lie Win” Buddhist Operation of Double 11
Preparing for the Double 11 Festival has brought great pressure on migrant workers from all walks of life, leaving them in a state of high tension both physically and mentally. In this intense atmosphere, everyone is preparing for the war in full swing. Only Weilong is operating in the abnormal “Buddhist operation”, so it has become a clean stream and quickly emerged from the circle.
The front page of other people’s Tmall stores is full of discount information, while on the front page of Weilong’s store, the operator himself holds lotus flowers, embraces hot noodles, looks calm, and is not sad or happy. The cos has a well-known Buddhist youth expression bag, which seems to be begging for alms. He simply says, “One order for you, one order for me, and the operator can get off work immediately.”.
In terms of Amway products, Wei Long did not urge loudly, creating a tense atmosphere of “missing the Double 11 and losing 100 million”. Instead, he said, “It’s fate to buy anything”, “It’s not expensive, and Buddhism is facing” no desire for a single Amway, just buy a big gift package “, etc. Although the result is actually a sentence pointing to the order, pointing out the benefits of the event and the main products, the language is concise and calm.
This attitude of “lying flat in the face of pressure” has formed a strong contrast with the hot atmosphere of pursuing GMV during the Double 11 Festival and the “hot” image of this article, but it has hit a lot of people who can’t even roll up when they are lying flat.
Netizens said, “He really knows how to operate.” “In the future, change to Weilong to eat for this interesting soul.”. Another group of operators said that Weilong’s operation was “flat”, but they were not flat, because their bosses asked them to work overtime to produce a poster of Weilong’s same Buddhism style, and Weilong’s operation became the most popular cos object for a while.
Photo source: Little Red Book
Aunt Hushang: I don’t want to “do” because the collective is so bad
The Native Chicken and Me brings infinite sequel experience
This year’s Annual Comedy Conference, one of the most popular works should be Young Master and Me.
After the broadcast of Young Master and Me, the two actors created two follow-up works, Police and Me and Dracula and Me. This trilogy style work not only continues the design and style of the two actors, increases the audience’s familiarity, but also allows many fans to wait for the two to launch more cooperative sequels and develop into “Proud Liu Boer Universe”. The audience also talked about the details of the previous work in the new work. They even spontaneously interpreted the relationship between several works.
Photo source: What is Xiaohongshu @ Kesong doing
In the food circle, we found that the unfolding of the story between the local chicken and Zhou Heiya can be said to be similar to that of “Aotian Liuboer Universe”. Unexpectedly, the story of “love and hate” between the two brands was continuously updated.
In the previous article, Foodaily introduced the cp story of the local chicken and Zhou Heiya. After the high-profile official announcement of “chicken and duck talk about CP”, the two sides were very sweet for a while. The daily official number cue each other, the chicken and duck cp video of flipping the card and even the Double Ten One show their love.
Photo source: Local chicken
However, just like the two actors in “Young Master and Me” will add new roles in their works, recently the story of the two cps told by chicken and duck has suddenly become the story of three people, which starts from the local chicken finding a chicken leg roll on Zhou Heiya.
It turned out that it was Zhou Heiya and KFC’s “chicken and duck reunion”, and the chicken leg fort/roll with spicy stewed duck and duck flavor returned. The two sides not only released co branded new products, peripherals and facial expression packs, but also released cp business documents such as “holding hands with Zikaibao”, “meeting you and me”, “long time no see, gaga miss”, and “matching each chicken with a duck” on the official microblog, and called on everyone to go to KFC stores to witness the scene of chicken and duck’s true fame.
Photo source: KFC, local chicken
As soon as Kentucky Fried Chicken joined, some people immediately gloated. After all, the chicken paws of local chickens are always “philandering”. Some people hold high the banner of “talking about cp with chickens and ducks”, vowing to defend their cps to the death. Seeing that this large love sutra ground is becoming more and more lively, the villagers are also trying to save it, and I don’t know where the chickens and ducks will go.
Of course, in terms of continuous updating, the local chicken promoted the branch plot not only in the love cp line, but also in the love line, career line and daily line.
For example, as a brand with animals in its name, not only the “horse” of Hema will run wild, but also the “chicken” of the local chicken will run wild. Therefore, the local chicken can receive “malicious” contributions from netizens from all over the country from time to time, laughing at the local chicken’s loss.
Photo source: Local chicken
In terms of career, in addition to updating the “cluck cluck cluck cluck” fishing routine, local chickens will occasionally get serious and officially release the “local chickens self-examination and correction report” to address internal or external problems
Who will be the crownless king of the annual food comedy conference?
先用一波喜闻乐见的打工人摆烂发疯爽文情节引发好奇，再在文案里种下新品“润燥”“不干”“鲜果”等特点暗示，最后来一个官方回应揭秘，甚至“教唆”所有打工人带话题#沪上阿姨不干了#喊话自家公司“不干了”，鼓励消费者自发参与传播。短暂地摆烂过后，还是要回归流量和销量的内卷，再次呼应了无数打工人的日常生活。
不管是佛系运营还是摆烂式运营，大家其实也都心知肚明是演出来的。不过，如果能做到创意和产品、品牌高度契合，不硬套摆烂人设，不让人反感，还能让人能“快乐5分钟”，大家是否还会对“剧本”感到介意呢？
今年的《一年一度喜剧大会》，最出圈的作品之一应该就是《少爷和我》了。
在《少爷和我》播出之后，两位演员又接连创作了《警察和我》《德古拉和我》两个后续作品，这种三部曲式的作品不仅延续了两位演员的人设和风格，增加了观众的熟悉感，也让许多粉丝都期待两个人能推出更多合作续作，发展成“傲天刘波er宇宙”。新作对前作的细节callback，也被观众们津津乐道，大家甚至会自发解读几个作品之间的关联。
而在食品圈，我们发现老乡鸡和周黑鸭之间的故事展开可以说是和“傲天刘波er宇宙”有异曲同工之妙，没想到两个品牌之间的“爱恨情仇”剧情竟然是持续更新的。
在之前的文章中，Foodaily就介绍了老乡鸡和周黑鸭的cp故事。“鸡同鸭讲CP”高调官宣之后，双方很是甜蜜了一阵子，日常官号互cue、翻牌cp粉剪的鸡鸭cp视频、甚至双十一还在秀恩爱。
不过，就像《少爷和我》的两位演员作品里会加入新角色，最近鸡同鸭讲cp两个人的故事也突然变成了三个人的故事，这一切要从老乡鸡在周黑鸭身上发现了一根鸡腿卷说起。
原来，是周黑鸭和肯德基“鸡鸭重逢”，卤辣辣卤鸭鸭风味鸡腿堡/卷二次联名回归。双方不光发联名新品、周边和表情包，还在官方微博发布诸如“执子之手，与子偕堡”“还是你和我对味”“好久不见，嘎嘎想念”“给每个鸡都配个鸭”等cp营业文案，并号召大家去肯德基门店见证鸡鸭的真香名场面。
肯德基一加入，立马有人幸灾乐祸，毕竟老乡鸡的鸡爪子日常可没少“拈花惹草”。有人则高举鸡同鸭讲cp大旗，誓死维护自己的cp。眼看着这个大型恋爱修罗场是越来越热闹了，老乡鸡也在尽力挽回，也不知道鸡同鸭讲cp将会何去何从。
当然，在持续更新这件事上，老乡鸡推进的支线剧情可不止恋爱cp线，而是恋爱线、事业线、日常线多线并行推进。
比如同样作为名里带动物的品牌，不仅盒马的“马”会乱跑，老乡鸡的“鸡”也会乱跑，因此老乡鸡时不时就能收到来自各地网友“不怀好意”的积极投稿，嘲笑老乡鸡又丢鸡了。
在事业上，除了更新“咯咯哒”的摸鱼日常，老乡鸡也会偶尔正经起来，在官方发布“老乡鸡自查自纠报告”，对来自内部或外部的问题反馈进行回应，并节选部分报告公示整改前后的结果，从去年4月到今年10月一共已经发布了19期了。
此外，还有突然关心两年前被送往深圳的合肥土鸡小鹏，翻牌网友三个月前发的老乡鸡相关微博表示要抽奖……互联网都不一定有的记忆，老乡鸡却都记得，出其不意的callback说来就来。
这种持续更新的剧情，增加了追更的悬念感，引发持续关注，也有利于强化品牌想要长期强化的部分特质和“人设”。对于新品牌来说，选对剧情甚至也可能带给关注者成长陪伴感和养成系的成就感。在越来越多的官号走“活人人设”的情况下，加一点剧情和悬念会不会有利于形成自己独特的差异，让品牌形象更丰满呢？
看完了这些“参赛作品”，有没有哪个案例让你开心了五分钟呢？今年还有什么食品喜剧人让你们印象深刻？欢迎在评论区留言讨论呀！
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