Is this actually an advertisement?

With the popularity of "Rice on the Tip of the Tongue", its influence is moving from the screen to reality, and several kinds of rice as the protagonists in it have become popular overnight.

Whether it is Guoliang Group, Yihai Kerry, or other rice companies, they are all dumbfounded, can propaganda still play like this?

But Jiagu told them that this was just the beginning.

Following the introduction of "Rice on the Bite of the Tongue" by more and more satellite TV for free, another set of advertisements also frequently appeared on various TV channels.

The first thing that appears on the picture is the idyllic scenery such as rice sowing and harvest in "Rice on the Tip of the Tongue", and then the whole picture switches to the production links of rice processing and rice oil production, until the final presentation is a picture of Jiagu Grain and Oil Rice Products Family Portrait Jiagu Xianming Rice, Jiagu Golden Kui, Jiagu Silk Miao Rice, Jiagu Rice Flower Fragrance and Jiagu Jiajia Indica Rice...... They are densely packed together to tell the audience that they are all products.

At the same time, several types of rice with new packaging were distributed on a large scale.

Different from other rice brands with extensive packaging, Jiagu Rice has everything from small packages to large bags of bagged rice, from low-end to high-end, corresponding to different market segments.

But without exception, the packaging design is quite exquisite, combining ancient nature with modern art, giving people a sense of brightness.

Consumers who were already tickled by "Rice on the Tip of the Tongue" were completely ignited to buy.

The Internet has fallen into the pursuit of "tip of the tongue" and "in front of the eye".

Netizen "Wage Earner" said: "I'm really grateful to Jiagu Company! Although they meant it for publicity, it can be seen that they actually have the most sincere attitude, showing the life behind the rice, which brings us emotional resonance."

There is a story in the documentary that the happiest moment for an empty nester couple is when their children and grandchildren come back from out of town to make delicious rice cakes for them. The family sat together, eating rice cakes and chatting about homely food, and they were happy. However, after a brief reunion, the children and grandchildren drove away, leaving the elderly couple at home.

When I saw this content, I plucked the heartstrings called 'nostalgia', and in an instant, I burst into tears. I'm also thousands of miles away, are my parents okay now?"

Netizen "Hometown Rice" said: "I came out of the countryside, and "The Tip of the Tongue" brought me full of childhood memories.

When the seeds fall into the soil, to the crops ripen, to the husks and crushed, in the camera, rice is really more than a plate of food to eat. It is the hard work of a seed, the humility of a mature rice plant, the joy of a farmer's harvest, and the satisfied smile of a child...... It is probably this kind of resonance that makes me feel like I have returned to my hometown and my childhood. ”

Some netizens also said: "This is an advertising campaign that is enough to be included in the MBA lesson plan, and it is also a case that is difficult to replicate." Kaya doesn't seem to do any publicity in the documentary, but it goes to everything. And I just want to say that if it's a promotional ad like this, I'd like to come a little more......"

Some netizens said: "I heard that "Rice on the Tip of the Tongue" is broadcast for free......?

Surprisingly, after knowing that it was an advertisement, people's popularity for it increased rather than decreased.

Originally, no matter from the point of view of the topic selection or the broadcast time, "Rice on the Tip of the Tongue" can only be regarded as the "weak" on the screen. It unexpectedly became popular on the screen because it brought the audience to think beyond food.

Watching this documentary full of warmth, some people remembered the "taste of mother" when they were children, some people realized the difficulty of "every grain is hard", and some people sublimated to the realm of "survival philosophy......

A documentary that not only evokes the coveting of food, but also brings the urge to tears, turns out to be an advertisement, which undoubtedly adds to its legend.

The overflowing influence is undoubtedly reflected in the crazy rush to buy Jiagu rice.

......

The publicity effect of a documentary is beyond the imagination of everyone in Jiagu.

It is no exaggeration to say that the brand "Jiagu Rice" has undergone a metamorphosis.

Within the company, Wang Yuye concluded: "In the past, the domestic rice market was the world of bulk rice, and there was no strong rice brand.

"In the past many years, the industry has been 'rice is strong and rice is weak', and many grain companies are immersed in the dual pressure of upstream raw material competition and downstream price competition, and they have no time to take care of brand building. ”

"Rice strong" refers to the fact that on the raw material side, the purchase price of grain has been "easy to rise and difficult to fall"; "Weak rice" is on the product side, the rice processing industry has serious overcapacity, and fierce competition has further suppressed the price of finished grain.

Wang Yuye said: "This is a hurdle, and many companies are planted on this hurdle. ”

Why are rice companies reluctant to spend money on branding?

Again, rice is a low-profit product. Its profits are often calculated in centimeters, and rice is a constant product with no life cycle, and it is necessary to publicize it in the current high-cost media, and rice companies are discouraged, forming a vicious circle over time.

Jiagu can be regarded as jumping out of this vicious circle, but brand building seems to have failed to "go hand in hand".

In a "rice brand" survey conducted by the Strategy Department of Jiagu, among the rice brands that consumers are most impressed by, the top two are Wuchang and Jiagu. One is a regional brand and the other is a corporate brand, but the proportion does not exceed 15%.

In this regard, Jiagu understands that there are still many cruxes in the brand marketing of Jiagu rice: the marketing of rice quality and characteristics is not prominent, the publicity lacks scientific basis, and the differentiation method is single......

thought that this would take time to solve slowly, but a "Rice on the Tip of the Tongue" solved several major cruxes like a devastating one.

The characteristics and qualities of several rice varieties are clearly explained in the documentary corresponding to the theme of each episode. The most important thing is that this is not an empty indoctrination, but a moisturizing thing that is silently carved into the audience's mind.

As netizens said, although there is no direct publicity, in the documentary, from seed selection, seedling raising, transplantation, growth period management, storage, hulling and processing into polished rice, and finally into rice, anyone with a discerning eye can see that this is the rice production chain of Jiagu.

When the audience was immersed in the emotion brought by the documentary, the brand of Jiagu Rice was also silently recognized.

In the latest "Rice Brand" survey, the most impressive rice brand among consumers is Jiagu Rice, accounting for more than 35%.

Facing the admiring eyes of everyone, Qi Zheng smiled slightly: "In the past, there was no 'king' in the domestic rice market of Nuoda, and from this moment on, I will be crowned king!"

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