Every year, the Spring Festival is not only a grand event for the migration of the whole people, but also a hot topic for the whole people, and it is also a battlefield for major brands to grab traffic and heat.
Recently, Panpan Food and Sinopec Yijie launched the "'easy' to get up and 'look forward to' go home" heart-warming public welfare activity during the Spring Festival, which is a successful example of joint marketing. By sending heart-warming gift packages to passengers returning home, it not only alleviates the fatigue and anxiety of passengers during the journey, but also allows the public to experience the temperature of the national brand, and gains the affirmation and appreciation of a group of passengers, and the brand marketing is out of the circle again.
Panpan Food and Sinopec Yijie jointly launched public welfare activities.
Cross-border linkage looks forward to the warmth of Spring Festival marketing
Spring Festival marketing is a must-have track for all food brands. In this joint activity, Panpan Food and Sinopec Yijie gave away 100,000 "Champion Breakfast Refueling Packets" to passengers returning home during the Spring Festival, which surprised and moved passengers. After receiving the gift package, they praised it with "Pan", "The long journey home, with a new hope", "One in 100,000 luck, let me have a big hope for 2024", "In the new year, Panpan sends us good hopes" ......This event also allowed Panpan to win a lot of "tap water" on the Internet, and the new roll toast became a "big surprise" in the gift package. Panpan won the love of netizens with the warmth of the national brand and the deliciousness of the roll toast, and this 28-year-old national treasure brand once again became popular.
The cross-border cooperation between Panpan Food and Sinopec EasyJet.
It is reported that "Roll Heart Toast" is a new single product for Panpan's strategic upgrade, which has been listed nationwide, and Sinopec Fujian Petroleum has 725 easy-jet convenience stores in Fujian, which is the direct chain convenience store brand with the largest number of stores in Fujian Province. The two national brands have joined forces to play a marketing combination punch, which has caused the whole network to praise the toast on and off the Internet, and this event has become another successful sample of Panpan's cross-border joint marketing.
Give enough "emotional value" Panpan to create new marketing ideas
This joint activity with Sinopec EasyJet focuses on the life scenes of the target consumer group and integrates into the lives of customers, in addition to providing customers with the value of delicious bakery products, but also providing heart-warming "emotional value". With a deep insight into the emotional congestion points of customers going home during the Spring Festival, Panpan accurately captures the pain points of consumers such as traffic jams and anxious waiting during the Spring Festival, so as to send delicious food and warmth to everyone on their way home, give customers enough emotional value, and stimulate group resonance.
In recent years, Panpan has provided new marketing ideas for national brands for many times.
Deeply engaged in sports marketing for many years, Panpan has sponsored many top international events, and has left a deep footprint in many important events. Panpan is the official sponsor of the Chinese sports delegation of the 2020 Tokyo Olympic Games, the official sponsor of the Beijing 2022 Winter Olympics and Winter Paralympics, the official sponsor of the 2022 Hangzhou Asian Games, and the designated snack food for the 2023 Chengdu Universiade, creating a precedent for Chinese snack food to sponsor the Winter Olympics. Panpan is also the official partner of the 2023 China Women's National Football Team, providing nutritional security for athletes, coaches, and volunteers from all over the world.
In the selection of spokespersons, Panpan has attracted the "top traffic" in the sports industry, and selected sports stars that are consistent with the brand tonality, such as Olympic champion Zhang Yufei, women's football international Zhang Linyan, women's basketball "key queen" Wang Siyu, and Asian Games champion Ge Manqi, playing a marketing model that is in line with the core of Panpan's brand spirit. Panpan attaches more importance to the sportsmanship of sports athletes to pursue excellence and surpass themselves, which complements the cultural concept of excellence and champion quality of the enterprise.
At the same time, Panpan continues to upgrade and iterate its marketing model, unlock new ways to play marketing, sponsor popular variety shows, carry out Douyin Talent Challenge, cross-border cooperation with well-known beauty and games, and carry out a series of marketing actions that are popular among young people. Panpan is fully penetrating into the new generation of consumers as a national baking brand, detonating the whole network.