Inheritance and renewal of national year flavor

Since the establishment of the brand in 1992 and its entry into the Chinese market, Xu Fuji has become a well-known national classic snack brand with the growth of a generation of Chinese people, relying on classic products such as crisp candy and Shaqima. At the same time, Xu Fuji is also a "symbol of year flavor" in everyone's memory.

When traditional sugar meets new generation fault

As a national brand of New Year's candy for more than 30 years, young people feel that the flavor of New Year is getting weaker. At the same time, the brand is also facing the practical problem of "sugar eaters are getting older, young people don't eat sugar". How to keep the brand young, and upgrade the old cognition of "Xufuji=New Year's Eve" to a new way of playing "Xufuji=young people like happiness", It has become an important problem to be solved during the Spring Festival, the node moment of Xu Fuji's sales peak.

Decoding the "New Year flavor" that young people want

What flavor do young people want? This problem is the key point to solve the problem of brand rejuvenation transformation. Only when we know what we want can we propose solutions according to needs.

Reconstruction of ritual sense: 87% of users expect innovative play methods of traditional customs such as red envelopes and candy;

Offline social networking: The offline consumption scale of the Spring Festival is three times that of the online consumption scale, and the real interaction has become an emotional need;

Regional spontaneous communication: The spread of topic content with urban landmarks increased by 260%, and localized narrative stimulated the desire to participate.

From "selling sugar" to "making festival", create a national sugar chase event

180 Creative Group decided to join hands with Xu Fuji to turn selling sugar into a "blessing carnival" pursued by all Chinese young people. Driven by the dual engines of "mobile temple fair+live broadcast carnival", the New Year sugar caravan will be turned into a walking "blessing maker", which will be activated and spread through three dimensions:

Visual wonders occupy the mind

1 [Giant Sugar Bucket Float]+4 [Candy Trolley] dressed as Xu Fuji's super long New Year's sugar caravan, which incarnates in a mobile temple fair that can watch performances and play games in the daytime - giving New Year's blessing bags, ancient costume NPC parade, Guochao games, lion dance performances, etc; In the evening, it turned into the first fully transparent outdoor live broadcast room in China, achieving "day and night dual form" traffic harvesting, full of interaction with the audience, attracting online celebrities and passers-by to take group photos and clock in, and the New Year atmosphere was very strong.

Landmark sprinkles sugar to ignite regional resonance

Xu Fuji has built the longest sugar spreading route in China's history across the north and south. The team has traveled 3000 kilometers across six cities in 17 days, and has carried out various activities in the core business districts of Beijing, Zhengzhou, Wuhan, Shanghai, Fuzhou, and Dongguan, allowing each city to speak for itself.

The content breaks the circle to build a national carnival

Everywhere Xu Fuji's New Year's sugar caravan went, it became a local phenomenal event, and the NPC of handsome men and beautiful women in ancient clothes sweet sprinkled sugar to the onlookers; Invite millions of fans of the "Little Rough Legs in the Jianghu" to reproduce the online hot spot of # Xu Fuji Dance #, and awaken users' feelings; KOL, with high influence in different regions, gave a live broadcast in the float to achieve "national volume+regional penetration"; Also, the president of the brand side participated in the event, interacted with the live audience in a cordial manner, and brought the young group closer to each other. The audience of a single live broadcast exceeded one million, ranking in the forefront of brand live broadcast.

Xu Fuji proved with a sweet journey of 3000 kilometers that the flavor of New Year has never disappeared, but it needs a "lucky revival movement" that is fashionable, wild and fun enough. From giant floats to transparent live broadcast rooms, from offline interactive blessing to online traffic empowerment, the campaign not only redefined the consumption scene of "New Year's Sugar", but also made the brand a "social currency" for young people to actively spread.