Zhong Guo Shi Pin Wang·2025-06-18 09:15Core Insights - The article discusses the launch of the "Fresh Detective Agency" campaign led by actor Lei Jiayin in collaboration with JD Supermarket and Kuaishou, aiming to redefine the concept of sourcing fresh produce in 2025 [1][3][32] - The campaign, titled "Hundred Cities Fresh Plan," encourages nationwide participation in sharing local fresh produce, creating a social event that connects communities and enhances regional pride [3][26][28] Group 1: Campaign Overview - The "Fresh Detective Agency" TV commercial (TVC) has been officially launched, coinciding with the start of the "Hundred Cities Fresh Plan," which has quickly gained traction on social media [3][32] - The campaign features a variety of fresh products from different regions, including Guangdong lychees and Hubei crayfish, promoting a nationwide celebration of fresh food [3][10] Group 2: Engagement and Participation - Lei Jiayin's "Fresh Order" serves as a call to action for users to share their hometown's fresh produce, facilitating a community-driven engagement [10][26] - The campaign has successfully mobilized Kuaishou influencers and local communities to participate in sourcing and sharing fresh produce, enhancing social responsibility and community involvement [12][24] Group 3: Marketing Strategy - The collaboration between JD Supermarket and Kuaishou leverages both platforms' strengths, combining JD's supply chain capabilities with Kuaishou's vast user base to create a seamless purchasing experience [29][30] - The campaign has resulted in a significant increase in brand awareness and social impact, transforming a commercial initiative into a community-driven movement that supports local farmers and promotes rural revitalization [30][34] Group 4: Conclusion and Impact - The "Hundred Cities Fresh Plan" culminated in a successful marketing event, showcasing the effectiveness of combining celebrity influence with grassroots participation to enhance consumer engagement [32][34] - The initiative not only aims to deliver fresh produce to consumers but also emphasizes the importance of community connection and social responsibility, marking a shift towards more meaningful marketing practices [34]