How a milk brand is helping Chinese consumers gain trust in Chinese food again
A look at recent Chinese food safety scandals could make one think that no food or drink is safe in China. After all, amid rotten school food, tainted baby formula, and contaminated dumplings, where is the discerning Chinese consumer to turn to for good, high-quality, safe food?
But it wasn’t always like this in China. After all, this is one of the world’s most food-obsessed countries, with a gastronomic tradition spanning millennia and a deep understanding and appreciation of seasonality and provenance of ingredients.
China is one of the world’s most food-obsessed countries, with a gastronomic tradition spanning millennia and a deep understanding and appreciation of seasonality and provenance of ingredients.
It is perhaps with this culinary history in mind that companies like Adopt a Cow have recently found an enthusiastic market for their high-quality food products, starting with a staple with an unreliable track record – milk.
Writing a love letter to… milk
Milk is a touchy subject in China, but uber-popular milk brand Adopt a Cow broke the Mengniu and Yingli milk duopoly to take the crown of becoming the highest-selling milk in China in part thanks to a simple message: treat cows well, and they’ll give you good milk. Their latest advertising pokes fun at the company’s exacting standards while simultaneously showcasing its commitment to quality.
Chinese smartphone entrepreneur turned Douyin influencer Luo Yonghao features in this campaign, where we see Luo writing a letter to a presumed love interest – until we realise that he spends 80 RMB a month on feed and drinks water from wells 300 meters deep.
As the story unfolds, we realise that Luo is actually writing to a cow he adopted, and is also mailing a USB drive with some music for her to enjoy. However, the milk factory workers tending to the cow, upon realising that the music is actually a heavy metal song, hastily switch it to something more appropriate: a Chopin nocturne.
The advertising wraps up with Luo enjoying a sip of Adopt a Cow milk, reminding viewers to “Treat cows well, and they’ll give you good milk”.
Read More at https://daoinsights.com/works/how-a-milk-brand-is-helping-chinese-consumers-gain-trust-in-chinese-food-again/