This cooking variety show has a good copywriting

This article starts from a cooking variety show "The Glory of the Chef" to think about the production of a product, and thinks about the production of the product from three aspects: theme interpretation, creativity and tradition, and packaging. This article is suitable for product makers to think and learn.

I've been watching a cooking variety show called "Glory of the Chef" recently. It's not only good for eating, but also makes people want to go into the kitchen.

In the program, we can see different chefs’ rich presentation of Chinese cuisine and feel the craftsmanship and charm of Chinese cuisine.

And in this family dinner-themed episode of "Eat Drink Man Woman", I had a special feeling that cooking and advertising have something in common.

How to make a good dish? In the variety show, four dimensions are given: theme interpretation, taste, creativity, and plating, and scores are given.

If we were to make a product, what would it be like? This cooking variety show brings some content to think about.

1. Theme Interpretation

It is equivalent to a product story and a brand story.

In this episode, my favorite is Zhang Yunjia's vegan family dinner. Each of its plant-based dishes tells a story. For example, the first dish is called Appetizer·Raw, which is quinoa tofu meatballs.

Tofu balls are used to reflect the soft feeling of a newborn baby, and the green paste made of Shanghai green represents the rejuvenation of the earth and a meaning of rebirth.

The second dish is wild mushroom Buddha Jumps Over the Wall pumpkin soup.

A pumpkin jelly made of pumpkin, decorated with vanilla sprouts, is like a sprout growing out of the soil, expressing that life has entered the second stage: growth. Chef Zhang Yunjia has made these dishes into a complete story, from birth to growth to parenthood, integrating life experiences and feelings into the cuisine, giving people a richer experience. The same is true for products. A product with a story will make people feel inexplicably good. For example, Chu Orange is an orange with an inspirational story. Therefore, when making a product, the product manager should not only design user needs, but also create a good story.

2. Creativity and Tradition

Are the two necessarily contradictory?

A family dinner should restore the traditional taste of home and trace back to the taste buds of childhood memories, so it is bound to be difficult to innovate.

For example, the authentic method of boiling fish fillet is to add a lot of oil and spiciness, which makes people feel that it is not spicy enough. So how to innovate this? Some food critics suggest that we can try to change the form and make it into slices and put them on the plate.

My opinion is that it is completely unnecessary to innovate for the sake of innovation. But I still believe that creativity and tradition are not opposites, and the two can be balanced and integrated. While maintaining the traditional taste, can we tell a new story through utensils or other ingredients? Take boiled fish for example. If it is paired with a cup of mild tea, it can convey such a life philosophy - you can choose a hot life or a stable life. The taste can restore the tradition, and innovation is not limited to the form of plating.

3. Packaging

So, is presentation unimportant? In this episode, Chef Wang Tiange put forward a sharp point: Chinese food is not about presentation, but about taste.

It takes a lot of time to prepare the dish, and the food gets cold and doesn’t taste good.

This is a good insight. In restaurants in tourist destinations, customers are hungry and their demand is that the food be served quickly, so plating seems redundant and cumbersome. But in most scenarios, plating is still very important, as it can make diners feel happier. I agree that taste is king, but packaging is also very important.

Just like a product, it is easy to use, but it does not mean it will become the first choice of consumers. Many old domestic products are deeply trapped in this, insisting on a simple truth that as long as the product quality is strong enough, they focus on product demand and ignore the emotional pleasure of young people. If the appearance is not good, some people will not eat it at all, no matter how good your taste is.

If the packaging is not attractive, consumers will not take it from the shelf, and no one will care even if your product is of good quality. You can draw on classical elements or cyberpunk style, and the packaging aesthetics can have different styles, but you can't be sloppy.

Easy to use, good looking, fun... Only when all three are taken into account can it become a trendy product among young people.

Author: Black Little Finger WeChat Official Account: Shock Copywriter