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饿了么:在惊蛰吃虫这件事上,我们都是没见过世面的小孩

赞意 2024-03-04
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梁玟玟 自由撰稿人 关注
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案例评分: 8.0 分 / 共2人评分

惊蛰,或许是二十四节气里最热闹的节气了。天上雷声阵阵,地上虫声新透绿窗纱。一直在做节气的饿了么,想在今年的惊蛰,推荐你勇敢尝一种食俗,虫虫~


可是虫子那么可怕……谁会吃呢。


惊蛰吃吃虫,今年不会怂



饿了么惊蛰时令KV.jpg


打开地图发现,常年在雷雨天气里的云南,也是对虫菜接受度最高的地方。在云南的傣族村落里,人们还长久保留着吃虫的食俗。深挖之后发现,吃虫是从前的人们,对抗自然的智慧和勇气。


云南山多,在畜牧业种植业不发达的从前,虫子就是优质蛋白质的来源。惊蛰其实是个很麻烦的节气。从农作物、竹林里醒来的虫子,会祸害庄稼。人们会在惊蛰前后,把虫子抓住,和村里人一起把它们炒了吃了。期待着往后的丰收,也寓意了日子从此无灾无害了。


其实仔细想想,那就是小时候的我们,也不怕虫。在城市没有太多高楼的时候,我们在草坪上抓蚂蚱、野蜂,被蛰,然后哭着跑回家,但第二天就忘了疼。还有在学校门口,买几毛钱一只,但永远养不到成蝶时刻的蚕蛹。


我们是从什么时候起,怕虫的呢?或许是从自然越搬越远的时候开始吧。


于是过完年,饿了么进了山,找到了当地的村民和小朋友,拍下了关于虫的食俗。也挑战了虫子的口味。虫子的口味,我们都替你尝过了。

 

惊蛰虫虫挑战


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(点击图片查看大图)


在我们一点点变得勇敢的时候,虫子也悄悄变得不可怕了。

 

勇敢扫码,看看虫虫


海报.jpg


其实在项目开始前,我们还会担心,要是小朋友不吃怎么办。

 

“你行不行啊,胆小鬼。”傣族小女孩一边一口一个蚕蛹,一边问我们。拎起虫子的动作不带丝毫犹豫,清澈的眼睛藏不住一点鄙视。


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好吧。原来在吃虫这件事上,我们才是没见过世面的小孩。


那这个惊蛰,饿了么想为你送一盘刚睡醒的虫虫。期待之前害怕吃虫的大朋友们,也可以挑战一下吃吃虫。


1709546488524755.jpg


这个惊蛰,饿了么挖出吃虫的食俗,从孩子视角讲述勇敢的主张,希望冷门的食俗可以在越吃越精致的今天,年轻地传承下去。放下偏见和恐惧后,时令里的虫子,其实很好吃。


一直有很多奇奇怪怪美食的饿了么,也会和大家一起,继续去寻找更多奇奇怪怪的好吃的。把更多没见过的,没尝过的,送到大家身边。尝遍千奇百怪,才知道,哪个是我们的最爱。


希望我们永远都是那个,在山野里抓虫,好奇又勇敢的小孩。


虫子才吓不倒我们呢,我们已经知道虫子的味道了。

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饿了么

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互联网

形式类别

影视

所在地区

中国大陆

时间

2024-03-04
注:本文系广告门企业用户授权在广告门平台发表,内容仅作为该用户观点,不代表广告门立场和观点。

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