A person cannot appreciate the charm of food before eating it, so copywriting is needed.

There are two spiritual aspects of food copywriting: 1. Appetite induction; 2. Enjoyment atmosphere.

People pursue food just because it is delicious and suitable for eating. Food copywriting that departs from these two points will take more effort to persuade consumers and is very likely to fail. If you want to say that eating is good for your body, that it is nutritious, that it is healthy, etc., these are all subsequent added value or health food demands.

Structural arrangement of food copywriting: 1. Motivation induction: title + opening statement; 2. Difference details: product introduction + production process; 3. Scene creation: situation + teaching; 4. Brand emotion: story + concept?

When writing food copy, be sure to match it with photos.

A. Induce appetite

Photos: mainly based on food, the best cooked, try not to show people, people will occupy the layout, use mostly warm colors.

Copywriting direction: "Description of taste". Remember to use more verbs when describing. Having actions will give people a sense of picture and make them more powerful.

For example:

Spicy and chewy, crispy and flavourful. Squirting juice is so refreshing that you can’t stop!

The crispy and chewy texture you have never tasted before!

Finger-sucking deliciousness that will melt your heart.

B. Create an atmosphere: Position an opportunity to enjoy

Photos: Focus on the crowd, usually emphasizing the warmth and fun enjoyed by a family or a group of friends, so food is the main subject in the middle , surrounded by a group of people.

The first rule of copywriting: Don’t try to please everyone, just serve your positioning well.

For example:

Every reunion moment is accompanied by classic sausages.

Let the raw milk roll express your feelings for entertaining friends.

If you want to succeed in your confession, you must rely on 72% chocolate.

I’m a little hungry for a late-night snack, so I ordered the three-minute salty crispy chicken.

Opening remarks:

A. "Picture sense"

B. "Questions"

The questions asked by food copywriters are more life-like. It can also be more interesting, and the spirit is: "Emphasis on the trouble of eating, and express it in a positive way."

For example:

You love spicy food, can't you find a match?

Want to eat Hokkaido ramen at home?

Want to easily cook five-star restaurant dishes?

Are you hungry in the middle of the night but too lazy to go out and buy something?

Using this type of question as the opening line after your title and proposing your product as a solution can easily convey the core values ??of your food.

When selling food, the most difficult thing is: when you look at the photos, they all look the same. The sausages are delicious when photographed, and the cakes are also soft when photographed. So we must explain carefully what are the differences in the details of our products.

There are four contents that can be written in the introduction:

1. Ingredients: Introduce exclusive ingredients and main ingredients. In fact, many food manufacturers use the same ingredients. If you use Iberian pig, others can also use it. There is no difference in your introduction. Although the ingredients need to be introduced, they are not the main focus.

2. Producer?: The real main force is actually the producer. The producer is also the biggest difference from competitors. We will believe that a good chef can properly use whatever ingredients he has.

3. Process technology: The transparent process is to eliminate consumption Let consumers feel your intentions. It is recommended that the manufacturing process should not exceed 5 steps at most. If it exceeds 5 steps, it needs to be dismantled and classified.

4. Certification inspection?: Remember to include the certification certificate you have as proof.

1. Timing of enjoyment: Let consumers think of you at specific times

Define your enjoyment for different scenarios and help consumers think of you at more opportunities. Combined with pictures, the overall enjoyment atmosphere is more prominent.

For example:

It is so fun to share in the office.

Enjoy great satisfaction at home.

It is also satisfying to take with you when you go out.

2. Cooking teaching: an extension of "the way of eating".

There will always be a day when you get tired of eating just one food, but if you can create more ways or variations for it, it will become a must-have for everyone's meals. It’s the spirit of treating one’s own food as a kind of sauce.

For example:

Your pickled menu is great, but how can it be paired with hot pot? How to pair it with braised food? Is it possible to use your kimchi to make kimchi fried pork?

Your cookies are great on their own, but can they be put on top of ice cream like Oreo? Or should it be wrapped in rice balls for a unique flavor?

3. Delicious teaching: Create a sense of ritual

Teach your consumers: "How to eat your food correctly."

When you are talking to consumers The author said: "This food tastes best about 30 seconds to 1 minute after opening, so don't eat it in a hurry after opening it. Let it come into contact with the air before eating."

Believe me, more than half of consumers will do as you say. The unique enjoyment experience created by this delicious teaching is the key to consumers thinking of you again next time.

1. Original intention:

Why make such food? Why use such expensive ingredients? Why does it take so much work?

2. Vision

What future do you want this brand to go to? What kind of story do you hope people who eat this food will be reminded of?

Remember to take out the best clips. ?

For example:

My grandma taught me how to make this biscuit. She often made it for me when I was a child. The sweet and crunchy feeling was the best thing about my childhood. remember.

I hope to share this memory with you.

Every cookie is a piece of time. Facing the pressure and difficulties in life, I hope that through these cookies, everyone can think of their innocent past and the reasons for their efforts.

Possess the power to face future challenges.

We hope to become the representative of Taiwan’s traditional snacks, so that more people from different cultures can feel the characteristics and beauty of Taiwan through these small biscuits.

Let Taiwan’s culture and creativity become an attraction worth being proud of.

Don’t forget to add a CTA (call to action) at the end to remind consumers to buy now and enjoy fresh food.

Attachment: Three food copywriting tips:

1. The secret of eye-catching product names: dynamic, choose a product name with a verb

For example:

Sausage＝＞Exploded meat sausage

Black sausage＝＞Burned sausage

Sausage fried rice＝＞Handmade sausage fried rice

Sausage rice ball => Volcano sausage rice ball

Sausage bento => Straight punch sausage bento

2. The secret to raising expectations: a sense of gain, and you will get something if you pay.

Form: "Taking action + reaping results"

Example:

Take a bite and enjoy the juice.

In just three minutes, delicious food will be on your table.

Place your order now and the chef will deliver the food to your home.

3. The secret to enhancing appetite: The feeling of eating gives a narration to the eating scene.

Be sure to include photos of people eating. The more contented they look, the better. Then add a narration or a feeling word next to it to give consumers a focused feeling.

For example:

"Fragrant~"

"Delicious~"

"Spicy enough!"