CHONG QING NIU NAI CHANG XIAN NIU NAI_Chong qing tian you dairy_Wow Food_FBIF Wow Food Awards, Food and Beverage Innovation Competition-Product、Packaging、Marketing

CHONG QING NIU NAI CHANG XIAN NIU NAI

Dairy | Milk Drink

Chong qing tian you dairy

Company Website

https://www.tianyoudairy.com/

Company Introduction

Chongqing Tianyou Dairy Co., Ltd. was founded in 1931 and is a professional dairy industry chain enterprise with a history of 93 years. Tianyou Dairy mainly processes and operates dairy products, and consists of three large-scale dairy processing plants, Tianyou Animal Husbandry, sales branch, You Life Logistics Company, municipal technology center and four-star Galaxy Hotel.

Product concept, highlights and added value

Concept: Tianyou's predecessor is "Chongqing Dairy Farm" founded in 1931. Its unique brand history and brand story, firm cultural confidence and insistence on freshness for 92 years have an indelible emotional bond with Chongqing users. It is an old citizen brand that has accompanied and witnessed the growth of four generations of Chongqing people.
Chongqing Dairy Farm 4.0 Fresh Milk not only follows this historic name, but also adopts a retro national trend design style and adopts vivid images of dairy farmers and milk buckets. On the side of the packaging, it reads "92 years of ingenuity, a cup of good milk brings happiness to a city" "The brand story is presented in a poetic way, vividly presenting the brand history, brand story and other content.
Highlights: 1. Advanced technology is more nutritious. Chongqing Dairy adopts low-temperature pasteurization process and membrane filtration process to retain active substances while improving the protein level. It contains "4.0g high-quality milk protein, 130mg native high calcium" and has a richer taste.
2. Milk source at close range is of better quality. Chongqing Dairy Farm 4.0 Fresh Milk selects milk sources from pure alpine pastures such as Daba Mountain and Wuling Mountain around Chongqing. The alpine forest coverage rate reaches more than 60%.
3. Strict standards are safer. High-quality raw milk has been strictly inspected for 156 days, and the total number of bacterial colonies and somatic cell count are both better than EU standards. Freshly squeezed raw milk is quickly locked in freshness in 20 seconds to retain more fresh nutrients.
4. Cold chain transportation is fresher. We resolutely ensure the freshness radius and adopt full cold chain transportation, from the farm to the market in 12 hours at the fastest. Chongqing Dairy Farm 4.0 Fresh Milk embodies the unique local pride and sincerity of higher nutritional quality due to 90 years of cultivation.

Product Images

Please briefly describe how your product communicates with consumers

Packaging:
1. Retro-style packaging presents the cultural temperament of the product. Following the name of "Chongqing Dairy Farm" with historical memory, it adopts the retro national trend design style and uses vivid images of dairy farmers and milk buckets to reflect the 92-year brand history. Expressing that from a cup of fresh milk to a Chongqing national brand, Tianyou has always shouldered the responsibility of people's livelihood and the core value of the Tianyou brand.
2. Expression of brand and product value. Graphics + text are used on the side of the package to present the product highlights of pure alpine pastures, high-quality milk sources, high-standard feeding, raw milk freshness-locking technology, and cold chain transportation. The roof box packaging, the most representative product of the fresh milk category, is used to present the freshness of the product.
Marketing and user interaction:
1. Delivery of fresh brand value. In terms of content, focusing on the main story line of "local fresh milk is fresher", fresh value is delivered through original/expert content such as videos, pictures and texts; in terms of media, through online Douyin, Xiaohongshu, circle of friends advertisements, circle of friends KOC, etc. Carry out content communication; expand the influence of the brand and products offline through channels, logistics vehicles and other self-owned media, car planes, car videos, access control advertising, radio stations, TV stations, etc.; in terms of major events, use the exposure of major events such as marathons to Increase product potential.
2. Release user benefits that demonstrate the intimacy of the national brand. In order to bring users a more direct product experience, the "One More Bottle" campaign was launched in conjunction with intensive touch-point marketing, with a winning rate as high as 40%. It was coordinated with online content, offline displays and promotional guidance to achieve extensive and in-depth communication. Let users taste and receive it.

Product Images