六月鲜「入围漂亮生活」围裙厨房展主题活动

六月鲜「入围漂亮生活」围裙厨房展主题活动

2026年09月21日-2026年09月27日

上海 兴业太古汇

项目预告

项目现场

创立于2003年的高端调味品牌六月鲜，深耕健康轻盐酿造赛道多年，始终以匠心酿造与精致生活理念传递品牌温度。本次落地上海的「入围漂亮生活」围裙厨房主题展，是品牌跳出传统调味品营销框架、深耕生活化美学场景的创新IP企划，打破大众对厨房枯燥劳作的固有刻板印象，以围裙为核心叙事符号重构居家烹饪美学，既是品牌“认真对待每一餐”理念的场景化落地，也是高端调味品牌从产品功能输出向生活方式价值传递的重要转型，具备重塑厨房生活认知、深化轻盐健康品牌调性、拉近大众情感联结的多重意义。

本次项目空间造型与场景制作聚焦烟火美学与日常仪式感，摒弃传统食品展会的商业化陈列模式，打造多风格沉浸式厨房橱窗场景，以生活化居家布景还原真实烹饪氛围。空间核心以围裙为视觉主线，集中陈列多款艺术家联名、跨界设计创意围裙，将日常劳作配饰升级为厨房专属穿搭美学载体，场景细节细腻治愈、氛围感十足，兼顾生活化质感与社交打卡的视觉表现力，让平凡厨房场景焕发出精致审美张力。

活动期内容丰富多元、体验层级完整，现场设置轻盐美食试吃专区，访客可沉浸式品鉴六月鲜轻盐系列核心调味产品，直观感受品牌轻盐健康的产品优势；同时打造创意围裙打卡墙与专属拍照布景，支持观众试戴特色围裙沉浸式取景，挖掘日常烹饪的治愈美感。品牌同步开启全民围裙故事征集板块，广泛收集普通人与厨房、围裙相伴的温暖生活片段，以真实故事强化情感共鸣。

在营销传播层面，本次活动构建了完整的体验种草链路，用户完成线下打卡、社交平台分享即可兑换轻盐调味礼盒与限定围裙周边，以实物福利与治愈系场景撬动大众自发传播。项目精准面向注重居家质感、追求健康饮食与生活仪式感的年轻消费群体，传递“漂亮生活不止局限于潮流场景，更藏在烟火日常里”的全新生活主张，依托UGC社交扩散实现大范围破圈，在强化六月鲜轻盐健康、精致生活的品牌内核的同时，完成用户情感沉淀、品牌口碑升级与生活化价值传播的完整营销闭环。

Founded in 2003, premium seasoning brand Liuyuexian has long focused on healthy low-salt brewing and adhered to the brand philosophy of treating every meal with ingenuity. The “Embrace a Beautiful Life” apron-themed kitchen exhibition launched in Shanghai is an innovative lifestyle marketing project. Breaking the stereotype that kitchen work is tedious and monotonous, the campaign takes aprons as the core narrative symbol to reconstruct the aesthetic of home cooking.

It represents the brand’s strategic transformation from single product function promotion to lifestyle value output, delivering profound significance in renewing public perception of kitchen life, strengthening low-salt healthy brand positioning and enhancing emotional connection with consumers. In terms of spatial styling and scene production, the project abandons the commercialized display mode of traditional food exhibitions and builds diversified immersive kitchen window scenes. With delicate and warm daily layout, the space restores authentic home cooking atmosphere. Centering on apron aesthetics, the exhibition displays a wealth of artist co-branded and cross-border designed aprons, upgrading ordinary working accessories into exclusive fashion carriers for kitchen scenarios. The elaborately arranged scenes balance real-life texture and social shooting appeal, fully exploring the aesthetic sense of ordinary fireworks life. During the event, a dedicated low-salt food tasting area allows visitors to experience the advantages of Liuyuexian’s core low-salt seasoning products intuitively.

The creative apron check-in wall and professional photo settings enable audiences to wear themed aprons and capture atmospheric moments, discovering the unique warmth and delicacy of daily cooking. Meanwhile, the brand launches a public story collection campaign to gather touching life stories about kitchens and aprons, strengthening public emotional resonance with real life narratives. In terms of communication marketing, the event builds a complete experiential promotion loop.

Participants can obtain limited-edition seasoning gift boxes and customized apron peripherals by completing offline check-ins and online social sharing. Targeting young consumers who pursue healthy diets and ritualized daily life, the campaign conveys the proposition that a beautiful life exists not only in trendy scenarios but also in ordinary daily fireworks. Driven by UGC dissemination, it effectively expands brand influence, consolidates Liuyuexian’s brand core of low-salt health and exquisite life attitude, and realizes a complete marketing closed loop of emotional user precipitation, brand reputation upgrading and lifestyle value dissemination.

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