1. When the wind blows, I am thinking of you! When the moon is full, I am thinking of you! Happy Mid-Autumn Festival, remember to keep in touch.

2. A ray of love and a red bean. When the moon is full, I will ask the Jade Rabbit to deliver my special mooncakes! Happy Mid-Autumn Festival!

3. The fifteenth moon is round and round. , my puppy and I looked at the moon. Puppies, puppies, don’t be distracted and pretend to look at your phone.

4. The bald man with bright moon in front of the window is suspected to be the underground man with teeth. He raised his head to look at the mooncake man and lowered his head to think of the hometown guy. So who are you?

Every holiday, many catering brands will use copywriting to "increase their presence". Some copywriting is careless, and some copywriting is careless. But to sum up, there are only two methods: telling stories or engaging in psychological suggestions.

The Mid-Autumn Festival is coming soon. How should restaurants design copywriting? Let’s take a look at how these internet celebrities do it.

Promoting brands and driving performance through holiday marketing is a commonplace topic. Various catering companies are always trying their best to "increase their presence", some are doing promotions, some are doing video ads, and some are doing copywriting.

When it comes to copywriting experts for holidays or hot events, Durex is the well-deserved leader. It always enriches people's imagination through novel and creative copywriting and brings fun or thinking to the public, almost every time. Can cause viral spread.

In the catering industry, more and more Internet celebrity companies are now choosing to show off their copywriting skills. I heard they are better than Durex?

1 Storytelling, focusing on products

Take the Internet celebrity tea brand "Nayuki's Tea" as an example. In the marketing copy for this year's Mid-Autumn Festival, "Nayuki's Tea" "The entire copy tells a story about family reunion, and the core of this story is the mooncake product launched during the Mid-Autumn Festival. The details of the product are also shown one by one through story-telling descriptions.

△Nayuki’s tea Mid-Autumn Festival copywriting poster

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Compared with simple and direct product advertisements, this kind of product with theme and story The presentation method makes it easier to penetrate into the minds of consumers and reduce their aversion to advertising.

At the same time, the highlight of the copywriting is that Nayuki's tea has given its mooncake products the meaning of expressing love during the Mid-Autumn Festival through the sentence "I want to buy you Liuxin mooncakes every year = I love you" The heart-warming definition captures the current young people's love for romance and gives young consumers a new scene to express their love.

Who said that expressing your love to the person you love the most must be on a romantic Valentine’s Day, holding roses in your hands?

2 Telling stories, focusing on building the brand image

Different from the purpose of selling products, story-based copywriting methods that focus on building the brand image are more about exporting the brand own tonality and concepts to achieve the purpose of allowing consumers to understand the brand more deeply.

This year’s Starbucks Mid-Autumn Festival copywriting mainly tells the story of a couple who have been married for more than 10 years, staying away from family chores and fast-paced lifestyle during the Mid-Autumn Festival, sitting down to eat a moon cake, drink a cup of coffee, chat and enjoy life. . Of course, the location must be at Starbucks.