In the food retail industry, products such as canned food, self-heating meals, instant noodles, microwave meals, and beverages are constantly emerging. Behind these new products, a group of traditional enterprises adhere to differentiated marketing and solidify their market position through unique product positioning. The eight-treasure porridge and peanut milk familiar from childhood are both from Yinlu, a household name with over 30 years of development. Under the impact of new e-commerce brands, consumers have a wide variety of choices. How can older traditional brands capture the attention of the new generation of consumers again? 01 Brand Transformation: Dialoguing with Young Consumers Yinlu's current product range includes traditional products such as eight-treasure porridge, peanut milk, and Good Porridge, but it has also launched quinoa oatmeal porridge, Zhenyang Porridge, sparkling water, and sweet soup series to expand its market share in the food and beverage retail industry. In recent years, Yinlu has vigorously developed new products, actively resonating with young consumers. Through continuous attempts to enhance brand warmth, it seeks emotional resonance with the younger generation. Since the outbreak of the pandemic, China has entered a stage of normalized prevention and control. The policy of "non-essential return to hometown" has directly led to a 75.9% decrease in Beijing's Spring Festival return population compared to the same period last year. According to Ministry of Civil Affairs statistics, about 92 million people in China live alone. "Empty-nest youth" are separated from their families for long periods, making home seem like a slowly fading "nostalgic utopia." Contemporary youth are surrounded by uncertainties such as remote work, uncertain return times, and uncertain future lives. Yinlu broke away from traditional Mid-Autumn Festival communication thinking, seizing the pain point of various uncertainties under the pandemic, and used four stories about returning home for Mid-Autumn Festival to illustrate the current situation of contemporary youth. (Swipe left or right to see more) 02 Enhancing Brand Emotional Appeal: Temporarily Parting with Uncertainty Yinlu's "Bring Love Home" campaign highly aligns with the Mid-Autumn Festival atmosphere. It launched a Mid-Autumn emotional TVC to change the market's traditional impression of Yinlu, strengthening emotional communication and building emotional connections with consumers. The four character stories in the TVC are four types of youth groups extracted by Yinlu through market insights, triggering deep thinking about intergenerational relationships: a mother suffering from Alzheimer's disease has declining memory but always remembers to leave the sweetest part of the watermelon for her daughter; a mother bargains with market vendors over a few cents but only thinks about giving her son the most expensive; a father eagerly anticipates his daughter's early marriage but hides in his study crying on the wedding day; the path to pursuing music dreams is difficult, but the father has always silently supported his son behind the scenes. It is easy to see ourselves in the characters of the TVC. Yinlu launched the topic #Temporarily Part with Uncertainty# to tell the younger generation that among the many uncertainties in current life, only the love from parents is certain. Leveraging holiday marketing, it opened an emotional outlet for consumers during the Mid-Autumn Festival. For us, no word is more beautiful than reunion during the Mid-Autumn Festival. Going home to feel that certain love, arriving as promised, is the best gift for family. 03 Heartfelt Communication: Resonating with Consumers Yinlu used a layered approach through TVC warm-up, burst, and continuation, leveraging the Mid-Autumn Festival hotspot to build a communication matrix online. Through Weibo product seeding, marketing account promotion, and WeChat marketing, it engaged in deep dialogue with consumers. Stories and topics derived from their own experiences fed back to the user base, igniting the #Temporarily Part with Uncertainty# topic and triggering extensive user discussion. To encourage more users to participate actively, Yinlu also launched an official Weibo Mid-Autumn activity—a homecoming flight ticket interactive lottery, offering lucky winners exclusive return tickets to embrace certain love. Since its establishment 37 years ago, Yinlu has maintained the image of a national brand that continuously innovates and develops, committed to turning user interests into product innovation, accompanying millions of families with good products. Yinlu co-creates emotional outlets with users, triggering deep discussions about certainty and uncertainty through the special nature of emotions. Through the emotional hub established between brand image and consumers, it feeds back into product sales conversion, ultimately achieving mutual benefit between brand and consumers. While rejuvenating the brand's vitality, Yinlu continues the original intention of love and looks forward to new leadership in the future.