/PRZWT/January 17, 2025 Shanghai - Auspicious time to eat a castle, a good gift for the new year! Recently, Tustin China Burger and Meituan takeaway "Super Release" conducted a cross-border cooperation with Dunhuang City Museum. With the theme of "New Year's auspicious time Fort You Fly", the popular typhoon shelter crab-flavored Liu Chinese Burger is aesthetically combined with Dunhuang culture, and simultaneously launched a limited joint peripheral with elements such as flying gods and flying gods, bringing new and unique cultural enjoyment to consumers.
This joint marketing campaign is another in-depth exploration of Tustin's innovative expression of traditional culture. The joint series is ingenious in the package design, with the return of the Typhoon Shelter Crab Willow Chinese Burger as a highlight, which greatly enhanced the attractive force of the event. This burger is famous for its crispy and juicy chicken chops paired with crispy and tender crab-flavored willow on the outside, and the return of this burger is very loud among Tustin fans. When the delicious encounter with Dunhuang culture, consumers' expectations are instantly filled.
In the surrounding design, Tustin has skillfully integrated Dunhuang cultural elements into it, fully demonstrating the unique charm of the fusion of food and traditional culture. The design inspiration of the joint surrounding is inspired by the murals in Dunhuang culture. The flying immortals and auspicious beasts dancing in the murals all carry profound and rich historical and cultural connotations, and place people's yearning for a better life.
At this important juncture of New Year's Day, Tustin accurately grasped the psychological appeal of consumers to "seek a good prize in the New Year", and creatively presented the Dunhuang elements in the form of exquisite translucent bookmarks, and matched them with auspicious copywriting such as "Fort You Beautiful" and "Fort You Full of Vitality". While showing the unique charm of Dunhuang culture, it also conveyed full blessings to consumers.
Tustin is even more vigorous in the event prize setting of Meituan takeaway platform. Users search for "Tustin Dunhuang" on Meituan takeaway, that is, they have the opportunity to win rich prizes such as Feitian joint golden cake and transparent bookmark bucket. Among them, Feitian joint golden cake is even more exquisite craftsmanship, blending traditional and modern aesthetics, which is exciting at a glance.
In addition, Tustin also opened a limited-time pop-up store near Sichuan Wenshu Monastery to build a "New Year's auspicious Fort You Fly" theme experience hall. The theme museum is not only antique, but also carefully planned multiple interactive zones, such as "New Year's Sign" and "New Year's Wish Wall", which are deeply related to the elements of New Year's blessing, creating a strong festival atmosphere and bringing consumers an immersive consumption and play experience.
Through in-depth exploration of traditional cultural touchpoints, ingenious integration of cultural value and brand products, coupled with rich prizes and offline flash mobs, Tustin accurately touched consumer needs through this orchestrated "combination fist", injected new vitality into the brand, and achieved a double promotion of brand and cultural value. It is reported that once the joint event was launched, it quickly triggered the active participation and enthusiastic response of many netizens, and successfully won the love of many consumers.
At present, as consumers continue to favor traditional culture, more and more catering brands choose to co-brand with cultural IP to empower marketing and achieve brand volume improvement. This cross-border move between Tustin and Meituan Takeaway and Dunhuang Museum allows consumers to feel the profound cultural heritage more intuitively, promotes the two-way empowerment of culture and brand, and effectively consolidates the brand's imprint in consumers' hearts. At the same time, it also provides the industry with a marketing model for the organic combination of traditional culture and catering. The new year has arrived, and I look forward to more brands colliding with traditional culture to produce wonderful sparks.
