Taobao Flash Purchase and Midea Petal Pro Team Up for World Food Day Campaign Centered on Chinese Mealtime Rituals
Taobao Flash Purchase and Midea Petal Pro rice cooker marked World Food Day with a Shanghai offline activation and a social storytelling campaign themed around meals as expressions of care.
Taobao Flash Purchase (淘宝闪购) launched a World Food Day campaign on October 16 in partnership with the Midea Petal Pro rice cooker (美的花瓣 Pro 电饭煲), built around the theme "eat one more bite" (再吃一口). The campaign uses the act of sharing food as a lens for exploring how Chinese people express care and affection through meals.
A short advertisement film anchors the campaign, presenting stories of everyday emotional moments tied to eating. Offline, Taobao Flash Purchase activated in Shanghai through delivery lockers where rice packages printed with the "eat one more bite" phrase were distributed to the public. Online, the campaign extended through social media by continuing Midea's existing "#record 100 families' dining table stories#" initiative, which collects real accounts of the emotions and relationships playing out around the Chinese dinner table.
The two-channel approach — a physical Shanghai touchpoint paired with a social storytelling mechanic — positions the collaboration as much as a cultural expression as a product promotion, using World Food Day as an occasion to surface personal narratives from 100 families rather than leading with appliance features.
