Hometown Chicken is "the tide comes from the soil to the extreme". Since 2113, Hometown Chicken has been a Chinese fast food brand with a history of 17 years. At present, there are more than 1,111 direct sales stores in the country, from Chairman Shu Congxuan's painstaking speech of tearing up the joint letter by hand, to the grounded gas conference created by 211 yuan, as well as his high-profile Weibo response, interesting interaction with Lan Wei and funny chat with Want Want ...... so that the old chicken can quickly get out of the circle and become a popular food and beverage person sought after by young people. The creative expression of hometown chicken's earthy flavor closely follows the brand positioning, communicates with consumers in an interesting way, and establishes an interesting expression, which causes onlookers and associations in the online world. Its casual copywriting and self-release attitude have made Guan Wei get a good communication effect. Stand out from the crowd of catering brands, and cluck and cluck convey the unique temperament of the brand.