A Taiwanese traditional food "pig blood cake" was chosen by the UK travel website as the most unusual food in the world. I was thrilled when I noticed this news, how could a country have Haggis think "pig blood cake" weird? It said, and I quote, "pig blood cake is sold on a wooden stick and eaten like ice cream. Easily found at street market, it's a sweet treat generally made from pig's blood and rice."
Well, it is nothing like ice cream!!!
It is hot, salty, a little bit sweet and spicy, and absolutely delicious.
So, what would I do if I have to do a PR campaign to reintroduce this Taiwanese traditional food?
For this case, I think people were most likely been misguided by inappropriate interpretations. The so called "pig blood cake" is not a kind of cakes, nor is it a sweet dessert. Therefore, in order to introduce this food to the British people, it would be more appropriate to translate it into a name custom to the British people, such as "brown rice pudding", as which would remind people of something like "black pudding". In fact, the two are indeed alike!
With the proud of our food, a famous blogger in Taiwan already did a great PR job for it. He produced an introductory video to rebuild the reputation of the "brown rice pudding". This video is now all over the TV news broadcasted in Taiwan, it has also been sent to numerous Facebook members around the world for clarifying how the "brown rice pudding" really tastes like.
It should be noted that the aim of this PR campaign is not to sell or promote the "brown rice pudding". The primary purpose of this video is trying to eliminate, or at least to reduce, the bias information about this food delivered to the people who haven't gotten a chance to actually taste it.
The video was only on-line yesterday, yet I have already seen load of feeds on Facebook sharing it today. I believe the influence of which will be enormous through the bloggers, YouTube, and Facebook. This is another good example of the power of social media. Anyone who knows how to use internet social media can influence the world, and that is why PR should learn more about it.
I found this posting very interesting. There are a lot of examples like this all over the world and not only regarding food but some other things as well. I think one of the reasons for this misunderstanding, as the author mentioned is wrong translation and interpretation. Every culture has unique phenomena specific for it and it is difficult to understand, comprehend and accept it by other cultures. In this case it is definitely an issue for PR and it should be worked out thoroughly taking into account the vision and surrounding of the targeting publics.
ReplyDeleteWhat an interesting post! Of course PR must do an effort and try first to understand the feelings that the potential consumers have towards the “weird” product. From my point of view, other trendy dishes as algae are disgusting but celebrities are crazy about it.
ReplyDeleteIn Spain we have another dish similar to chorizo that is called “morcilla”. I don’t like it, but I must admit for all my family and friends it’s absolutely delicious. In the case of the “jamón serrano” we are trying to export it to all the world, but its aspect could be sickening, so all the PR campaigns have enormous challenges, but not impossible!
Here I attach an hilarious video about a comparison between the superb “Mac- world” and the marvellous experience of jamón serrano, carried out by one of the most important communication agencies in Spain, Shackleton.
http://www.youtube.com/watch?v=QIqrB3bDy0M&feature=related
I respect the blogger’s efforts to rebuild the image of this Taiwanese traditional food. However, his promotion might miss analyses of why people voted the food as the most unusual food in the world?
ReplyDeleteIt is due to the fact that we are likely to evaluate foods whether it is tasty or not from a first sight as well as first taste perspective, so this PR promotion might focus on the aspects from what the food is made of or how good the food is for your health. Furthermore, the comments on the food should come from several nationalities.
Cristina has linked to a YouTube video that has been removed. But it's back up at http://www.youtube.com/watch?v=nCXEpdF53v8
ReplyDelete