There are two spiritual aspects of food copywriting: 1. Appetite induction; 2. Enjoy the atmosphere.
People pursue food just to be delicious and fit to eat. Food copywriting that deviates from these two points will spend more effort to convince consumers and is likely to fail. If you want to say that eating is good for your health, nutrition and health, etc. That is the subsequent added value or the attractiveness of health food.
Structural arrangement of food copy: 1. Motivation induction: title+opening remarks; 2. Difference details: product introduction+manufacturing process; 3. Scenario creation: scenario+teaching; 4. Brand Emotion: Story+Creativity?
When writing a food copy, you must not lose the collocation with the photos.
A. Arouse appetite
Photo: Pure food is the main food, and cooked food is the best. Try not to have anyone, it will occupy the layout, and the color is mostly warm.
Writing direction: Description of Taste. Remember to use more verbs when describing. Action will give people a sense of picture and be more powerful.
For example:
Spicy and strong, crispy and delicious. Spitting juice is refreshing, and you can't stop!
Crispy taste you've never tasted before!
Sweet fingers suck delicious food into your heart.
B. create an atmosphere: find a chance to enjoy.
Photo: Crowd is the main thing, which usually emphasizes the warmth and fun enjoyed by a family or a group of friends, so food is the main thing in the middle and a group of people is enough.
The first rule of copywriting: don't try to please everyone, just serve your position.
For example:
Every reunion moment is accompanied by a classic sausage.
Give raw milk rolls to friends to show goodwill to them.
72% chocolate is the key to success.
I'm a little hungry after midnight snack. Eat a salty crispy chicken for three minutes.
Opening remarks:
A. "sense of picture"
B. "Ask questions"
The questioning of food copy is more active and interesting. The spirit is: "emphasize the trouble of eating and express it in a positive way." 」
For example:
You love spicy food, can't you find your opponent?
Want to eat Lamian Noodles in Hokkaido at home?
Want to cook dishes in a five-star hotel easily?
Hungry in the middle of the night, too lazy to go out and buy?
Taking such problems as the prologue after the topic and putting forward your own products as solutions can easily express the core value of your food.
When selling food, the hardest thing is that all the photos look the same. Sausage tastes delicious and cake tastes soft. So we have to explain clearly where the details of our products are different.
About the introduction, you can write four things:
1. ingredients: introduce exclusive ingredients and main ingredients. In fact, many food manufacturers use the same ingredients. If you use Iberian pigs, others can use them. Your's introduction makes no difference. Although the composition should be introduced, it is not the main force.
2. Producer? The real main force is actually the producer. Producers are also the biggest difference from competitors. We will believe that a strong chef can make good use of any ingredients he gets.
3. Process technology: Process transparency is to eliminate consumers' doubts and let consumers feel your intentions. It is recommended that the number of working procedures should not exceed 5 at most. More than 5 lanes need to be disassembled and classified.
4. Certification check? Remember to put in the certification certificate you want to prove.
1. Enjoy the opportunity: let consumers think of you at a specific time.
Define your enjoyment for different scenes and help consumers think of you more often. With pictures, the overall enjoyment atmosphere is more prominent.
For example:
There is good time sharing in the office.
Enjoy great satisfaction at home.
I'm satisfied with taking it out.
2. Cooking teaching: the extension of "eating method".
A food will always be eaten alone, but if you can create more ways or changes for it, it will become a must for every meal. It is the spirit of using your own food as sauce.
For example:
Your bubble menu is great. How to match it with hot pot? How to match pot-stewed dishes? Can you make pickled pork with your pickles?
Your cookies are great to eat alone. Can you put them on ice cream like Oreo? Or is it wrapped in rice balls with unique flavor?
3. Delicious teaching: creating a sense of ceremony
Teach your consumers: "How to eat your food correctly. 」
When you say to the consumer, "The best time to eat this food is about 30 seconds to 1 minute after opening, so don't eat it in a hurry after opening, let it touch the air before eating. 」
Believe me, more than half of consumers will do as you say. This delicious teaching creates a unique enjoyment experience, which is the key for consumers to think of you again next time.
1. Initial heart:
Why do you cook such food? Why use such expensive ingredients? Why bother?
2. Vision
What kind of future do you want this brand to go? What kind of stories do you want people who eat this food to remember?
Remember to take out the best footage. ?
For example:
My grandmother taught me how to make these cookies. When I was a child, she used to cook for me. That sweet and crisp feeling is the best memory of my childhood.
I hope to share this memory with you.
Every biscuit is a period of time. Faced with the pressure and difficulties of life, I hope that through these cookies, we can remember our innocent past and the reasons for our efforts.
Have the strength to face future challenges.
We hope to be the representative of traditional snacks in Taiwan Province Province, and let more people from different cultures feel the characteristics and beauty of Taiwan Province Province through these cookies.
Let Taiwan Province's culture and creativity become a proud attraction.
Don't forget to add CTA (Call to Action) at the end to remind consumers to buy immediately and enjoy fresh food.
Attachment: Three writing skills of food copy:
1. Eye-catching product name secret: dynamic, take a product name with a verb.
For example:
Sausage = > Sausage with fried meat
Black sausage = > sunburned sausage
Sausage fried rice = > handmade sausage fried rice
Sausage rice ball = > volcano sausage rice ball
Sausage bento = > straight fist sausage bento
2. The secret of raising expectations: Get a sense of gain, and you will get what you pay.
Form: "Give Action+Harvest Results"
Example:
Take a bite and enjoy the juice.
Just three minutes, delicious food will be served.
Order immediately, and the chef will take care of it at your house.
3. The secret of enhancing appetite: the feeling of eating gives a narration to the picture of eating.
Be sure to put a photo of someone eating. The more satisfied, the better. Then just put a narration or an emotional word beside it, giving consumers a sense of concentration.
For example:
"Xiang ~"
"delicious ~"
"Hot enough! 」
"Frank! 」