快餐品牌季节营销暨品牌推广活动策划【餐饮】【快餐】【种草传播】【KOL营销】

Subway China Branding& 2021 SummerCampaignPresentation Deck ByCARNIVO2021.03.25 #每日三省吾身##干饭人日常##选择困难# 吃 得 新 奇❓ 吃 出 创 意💡 吃 得 满 足 吃 出 身 份💃 O n l y T h e E x t r e m e O f F l a v o rC a n L u r e T h e i rTa s t e b u d渴 望 口 感 冲 击挑 拨 味 蕾 神 经 They never lose their enthusiasm for foodThey are always the first to try something newPushingbrands to put out flavor innovations E n r i c h i n g C o n s u m p t i o n P r o c e s sV i a S u r p r i s i n g E x p e r i e n c e s丰 富 进 食 过 程融 合 新 奇 体 验 失重餐厅未来感十足 Blind box and flavor innovation bring them a sense of surpriseYoucanneverimaginewhattheywilleat-more surprising , more exciting ,more unknown and more adventurous B e a u t yF o o d F o rS e l f P l e a s u r e“ N e w F u n c t i o n a l ” F o o d F o r S e l f C a r e高 颜 值 美 食·愉 悦 自 我新 功 能 食 物·关 爱 自 我 汉口二厂玻尿酸气泡水 Food choices goes far beyond its flavor function but as a choice for self care–either for pure aesthetic pleasure (and potential social currency value) or forholistic wellness, or sometimes both combined. N o tC h o o s i n g T h e F o o dB u t A n I d e n t i t y A n d L i f e s t y l e我 选 择 的 不 是 食 物而 是 生 活 方 式 GenZ’sfoodpreferencegoes beyond stomach-feedingto reaching a higher level ofSELF-ACTUALIZATION ReflectingA NEED-STATE EVOLUTION ofFood Industry inChina 03 02 MasterKongNational choice forstomach-feeding McDonald’sFastfoodforquickmealorgrabandgo #LIFESTYLESATURNBIRD/ OATLYBrand as a choice for sustainablelifestyle QUAKERBasic choice of oatsforyourbreakfast. TO BE BOTH THE“FRESH CHOICE” & ALSO THE“FOR ME CHOICE” = INTRODUCING A LOVE-AT-FIRST-SIGHT BRAND RELAUNCH Strategic Proposition FRESHERThanFresh 让 新 鲜,够 新 鲜 r e a s o n-t o-b e l i e v e Customizable choices to fit for all kinds of flavorpreferences and occasions Healthyyet deliciously satisfying Transparent preparationHigh quality ingredients and freshly baked bread FRESHER THAN FRESH让新鲜够新鲜WHO WE TALK TO #3. GROWFREQUENCYfrom currentusers #1. DRIVETRIALFrompotentialusers #2. SWITCHINFromcompetitorusers 25-35 25-35 18-35 18-25 GenZ.Followthe top trend in food market.Willing to be the first to try out and sharearound. Healthranking top of his/ herfood-choice drivers. Care forwellness and fitness.Financially capable. Fresh as a consideration for foodquality and healthy indicator.Meantime considering good value formoney. The common mass.Prefer taste overhealth/nutrition/price. Enjoysimple pleasures from food. BRAND CHOICES本土网红餐厅Heytea生活方式餐厅Starbucks Reserve BRAND CHOICESElement freshWagasBaker spice BRAND CHOICESMcdonald’sBurger kingKFC BRAND CHOICESSubway FRESHER THAN FRESH让新鲜够新鲜HOW WE TALK TO THEM Freshas inOCCASIONINNOVATION新鲜吃法 CREATIVE.04 GEN Z到底爱玩什么梗？真的是品牌难以突破的事情吗？What does Ganz like？Is it really hard for brands to break through these things? 这场营销仗打起来要巧劲儿。The marketing battle needs to be fought with dexterity. About GEN Z Eating fast food is a common thing for them.吃快餐这件事对他们来说就是稀松平常的事走过路过反正错过就错过”“ It’s fine forthemthat they walk by, pass by, andmiss it. Self-mockeryself-deprecationEverything can laugh at itself 爱自嘲敢自黑万物皆可嘲给TA一个着力点玩得比谁都还要六 Give them a focus they can play better than anyone else 牛油果绿的自嘲语录-Avocado green self-deprecating quotes 没有牛油果的夏天不是夏天没绿过的青春，少点颜色和故事基金绿了一整片，绑死了笑一笑也无妨 Challenge 让新鲜够新鲜？什么是够新鲜？ What doesFRESHER THAN FRESH mean？ Big IDEA 这个夏天Subway把自己绿了Subway turned“green”this summer. 野生事件开场，透过牛油果三明治夹着的那抹绿为出发点，话题炒热后品牌跟上促销玩法，和Gen Z在这个夏天成为真正的兄弟姐妹！Begin with a wild event.Using the green on the avocado sandwich as a starting point,When the conversation gets heated, brands follow,Let the brand and GENZ become true brothers and sisters in this summer! The latest online language in 2021：韭零、韭五后 这届年轻人爱搞基2021新晋网络名词：韭零、韭五后。 Ganz likes funds 基金大盘绿油油的一片，无可奈何所以哭笑不得 与GenZ并绿｜Branding绿绿得正，解不开他的绿，但为TA的虑，雪中送炭The brand goes green with GANZ 这个夏天Subway把自己绿了？ Product |新品牛油果三明治网红食材，面包里夹着一抹绿油油的牛油果。There was green avocado in the bread. 韭五后的2021有点绿｜Consummer绿油油的一片，对年轻人而言最痛的点Ganz's favorite funds are always green 创意核心THE CREATIVE CORE 「绿虑得正」Add “Green” to “Anxious” make a positive.（The Chinese characters for “green” and “Anxious” have the same pronunciation. Greenturnsnegativeenergyintopositiveenergy.） 如果你心情不好有点绿，那至少来到赛百味，今天总有一件事让你开心一点点。If you‘re feeling a little green（Green means blue in Chinese）, at least come to Subway,There is always one thing to cheer you up today. 这个夏天Subway把自己绿了？ phase 1 phase 2自绿青年｜集体玩转“绿”风潮Play the "green" trend together玩法落点一出，各路KOL相继祭出野生玩法！引爆这条带有绿色的“牛油果三明治”Play a landing point, KOL has been offering wild play!Explode the green "avocado sandwich" 自绿的夏天｜牛油果三明治自绿指数The self-greening index of an avocado sandwich 每日基金大盘指数与赛百味门店创意结合，涨幅越高折扣越大。The combination of the Daily Fund Index and Subway store ideas,The higher the increase, the greater the discount. 这个夏天Subway把自己绿了？ phase 1 phase 2自绿青年｜集体玩转“绿”风潮Play the "green" trend together玩法落点一出，各路KOL相继祭出野生玩法！引爆这条带有绿色的“牛油果三明治”Play a landing point, KOL has been offering wild play!Explode the green "avocado