Prove L to not context free using pumping lemma on language L $L = \{0^i1^j0^i1^j|i,j \geq 0\}$

I've tried letting $s = 0^p1^p0^p1^p$. But not sure where to go from here. Help would be appreciated.
Hints 


What is the language $K = L \cap 0^*10^*1$ ?
Apply the pumping lemma to $K$ (or to $L$ directly).