For those who haven’t seen by now, influencer advertising and marketing isn’t only a pattern—it’s a full-fledged motion, significantly within the meals and beverage trade. With an estimated price of $24 billion in 2024, this powerhouse technique is predicted to develop at a staggering tempo, reaching $32.55 billion by 2025. And it’s no shock, given how meals content material (whats up, drool-worthy images and viral recipe movies) dominates social media feeds worldwide.
However right here’s the actual twist: manufacturers aren’t simply taking part in it protected with mega influencers anymore. They’re mixing issues up by tapping into nano, micro, and macro creators to succeed in extra individuals, extra authentically. Plus, the cross-platform strategy? That is a game-changer. Instagram and TikTok are ruling the influencer roost, however why accept one when you’ll be able to hit all of them?
One model that nailed this evolving technique? El Pollo Loco. Able to learn how their Double Tostada marketing campaign smashed expectations? Preserve studying to uncover the scrumptious particulars and uncover extra social media advertising and marketing gems from the meals and beverage trade!
1. Flavors That Stick: How El Pollo Loco Served Up a Scorching Influencer Marketing campaign
El Pollo Loco’s Double Tostada marketing campaign didn’t simply set style buds tingling; it turned up the warmth on influencer advertising and marketing within the meals and beverage sector. By leveraging a mixture of various creators and cross-platform methods, the marketing campaign delivered mouthwatering outcomes—actually and figuratively.
The restaurant wasn’t simply serving meals; they had been serving up a problem to disrupt the fast-casual scene with their new Double Tostada. The purpose? Create buzz across the menu merchandise, significantly its thrilling new Baja shrimp choice, whereas partaking a Gen Z viewers captivated with daring flavors and cultural authenticity.
El Pollo Loco knew they wanted a marketing campaign that was as flavorful because the dish itself, in order that they turned to influencer advertising and marketing with one mission: to develop model consciousness and drive these scrumptious gross sales numbers.
The Technique: A Recipe for Cross-Platform Success
Later Affect helped the model scale its influencer efforts past the standard 5-10 creators. As an alternative, El Pollo Loco tapped right into a wider vary of influencers, from foodies to comedians to life-style creators. In complete, 20 creators had been activated, together with @kaylapacheco, @itselisasandoval, @ayyysebas, @asianchowdown, @yurilamasbella, and @jenickalopez, amongst others.
@keilapacheco El Pollo Loco ❤️ Their double rooster tostada bowl is sooo good!! @El Pollo Loco #elpolloloco #pollopartner #doublechickentostadasalad#cilantrodressing#salad#mukbang#mukbangeatingshow#asmrsounds#foodsounds#foodvideos#eatingvideo#foodie#foodtiktok#bigbites#crunchyasmr#eatingsounds#foodasmr#mukbangeatingshow#eatingshow ♬ authentic sound – Keila
The goal was clear: interact shoppers with inventive, relatable content material that showcased the flexibility and craveability of the Double Tostada, particularly its new Baja shrimp variation. The outcome was a marketing campaign that spanned TikTok and Instagram, bringing recent content material to each platforms.
And with Later’s streamlined strategy to influencer sourcing, negotiations, and contract administration, El Pollo Loco had the bandwidth to deal with higher-level technique—suppose finances optimization and hyper-targeting native creators.
The Outcomes: A Flavorful Success Throughout the Board
With 39 items of content material and a whopping 46.7 million impressions, the marketing campaign was nothing in need of a record-breaker. The engagement price hit a stable 2.2%, proving that folks weren’t simply seeing the content material—they had been interacting with it.
Video views soared, model consciousness spiked, and, most significantly, gross sales of the Double Tostada exceeded expectations. El Pollo Loco’s daring flavors and artistic content material technique resonated with shoppers, who couldn’t get sufficient of the brand new menu merchandise.
Why It Labored: The Energy of Numerous Influencers and Platforms
The marketing campaign’s success lies in its strategic execution: a various vary of influencers, inventive freedom, and cross-platform activation. By tapping into each TikTok’s viral potential and Instagram’s visible storytelling, El Pollo Loco ensured their message reached the suitable viewers in the suitable means.
Need to Elevate Your Restaurant’s Attain with Influencer Advertising and marketing?
Click on beneath to discover the highest influencer campaigns which have helped eating places and cafes appeal to new clients and construct loyalty. Uncover the methods that convey your eating expertise to life and drive foot site visitors to your location.
Prime Eating places & Cafes Influencer Advertising and marketing Campaigns
2. Prompt Fame: How SiuKay’s Influencer-Pushed Spicy Problem Sizzled on Social Media
SiuKay, the brand new seafood-flavored immediate noodle from Acecook Vietnam, discovered the proper recipe for achievement by spicing up their advertising and marketing technique with influencer energy. By teaming up with each macro and micro-influencers, SiuKay leveraged the “Courageous Problem” minigame to fireside up model consciousness and have interaction a younger, adventurous viewers.
And, similar to a bowl of their spicy noodles, the marketing campaign was scorching, quick, and left an enduring impression.
SiuKay’s main purpose was to interrupt into the aggressive immediate noodle market and make a splash with the Gen Z crowd, who had been using the wave of spicy meals challenges. Focusing on younger, thrill-seeking shoppers (18-24 years previous), the model aimed to create buzz round their reasonably priced, flavorful product that might rival the overpriced, high-end spicy noodle eating places.
The twist? A minigame, “Thách thức bản lĩnh” (Courageous Problem), that inspired individuals to add movies of themselves consuming SiuKay noodles for an opportunity to win useful prizes. However they knew it wanted greater than only a sport to go viral—enter influencer advertising and marketing.
The Technique: Influencer Magic + a Sprint of Creativity
SiuKay labored with a mixture of macro and micro-influencers to gasoline the marketing campaign. These influencers, all with an enormous fan base within the 18-24 age vary, introduced creativity, humor, and relatability to the desk.
As an alternative of merely posting concerning the noodles, influencers took it a step additional by streaming themselves consuming the spicy noodles or creating dynamic content material that match seamlessly into their model. Hashtags like #Siukay and #Thachthucbanlinh had been used to tie all the pieces collectively, with the marketing campaign’s stay streams being shared on SiuKay’s fanpage to extend interplay.
Influencers like singer Soobin Hoang Sơn and cartoonists posted throughout a number of platforms, whereas vloggers and streamers captured a whole lot of 1000’s of views on YouTube.
The SiuKay “Courageous Problem” didn’t simply hit the mark; it exceeded expectations. With influencer-driven content material and a enjoyable, interactive sport, the marketing campaign introduced immediate noodles into the highlight, making SiuKay the discuss of the city (and social media).
The Outcomes: Sizzling Noodles, Hotter Engagement
The outcome? A full-blown social media storm, with practically 2 million individuals reached and over 190,000 engagements. The marketing campaign wasn’t simply well-liked—it was a wildfire, igniting pleasure throughout Vietnam’s main cities like Ho Chi Minh, Hanoi, and Da Nang.
Why It Labored: Influencers as Creators, Not Simply Promoters
This marketing campaign exemplifies the ability of influencer advertising and marketing when executed proper. By treating influencers as greater than only a promotional software, SiuKay tapped into their creativity, authenticity, and relatability, which conventional promoting couldn’t replicate.
Whether or not it’s spicy noodles or fashionable merchandise, influencer advertising and marketing continues to show that real, inventive collaborations can outshine the old-school TV advert strategy. SiuKay’s “Courageous Problem” didn’t simply boost their noodles—it revolutionized their advertising and marketing recipe.
Uncover the Greatest Influencer Advertising and marketing Campaigns for Packaged Meals Manufacturers!
Click on right here to see how main packaged meals manufacturers are utilizing influencer partnerships to spice up gross sales and construct consciousness. Be taught the highest methods for getting your merchandise in entrance of the suitable viewers and creating irresistible content material.
Prime Packaged Meals Influencer Advertising and marketing Campaigns
3. Storage Beermixes: Shaking Up the Flavored Beermix Scene with Influencer Energy
Within the crowded world of flavored beer mixes, standing out can really feel like attempting to get seen at a celebration filled with cocktail fans. However Storage Beermixes did precisely that with a method that’s as refreshing because the product itself.
By tapping into the ability of nano and micro influencers, the model turned a splash right into a full-blown wave of consciousness, proving that smaller could be mightier with regards to influencer advertising and marketing.
Storage Beermixes wished to make its mark within the flavored beermix area, and the important thing to their technique was easy: interact the suitable influencers who genuinely beloved cocktails and flavored beer. The purpose? To get these influencers sharing genuine, real-life experiences with Storage Beermixes to fire up pleasure and improve model visibility.
The Technique: Authenticity Meets Influencer Engagement
Reasonably than choosing high-profile celebrities, Storage Beermixes took a wiser, extra focused strategy by choosing 150 nano and micro influencers who had actual affect throughout the cocktail and flavored beer niches.
These influencers weren’t simply social media “talkers” however energetic content material creators who recurrently engaged with their viewers. The core of the marketing campaign concerned sending these influencers the product to attempt, encouraging them to experiment with Storage Beermixes of their day by day lives, after which share their experiences on-line and offline. This genuine, hands-on strategy created content material that felt as real as a bartender’s suggestion.
Key Parts of the Technique:
Influencer Choice: 150 nano and micro influencers with a ardour for cocktails and flavored beers.
Actual-Life Product Expertise: Influencers got the product to include into their day by day routines and share real-time experiences.
On-line and Offline Sharing: Inspired influencers to speak about their expertise each digitally and in particular person, increasing the marketing campaign’s attain past social media.
The Outcomes: A Recipe for Success
The influence? A powerful 445,000 individuals had been reached via social media, with 86% of the viewers expressing a powerful buy intent. Discuss a stable return on funding!
Much more telling, 94% of individuals stated they’d advocate Storage Beermixes to others—a wonderful signal of each product high quality and model belief. In the meantime, 405 items of user-generated content material flooded the model’s social channels, including credibility and buzz.
Why It Labored: Authenticity Over Movie star Energy
The Storage Beermixes marketing campaign is a textbook instance of how nano and micro influencers—these smaller, extra relatable voices—can drive massive outcomes. By partnering with people who genuinely aligned with their product and giving them inventive freedom to share their real-world experiences, the model prevented the “compelled advert” vibe and as a substitute fostered real connections with their viewers.
Unlock the Energy of Influencer Advertising and marketing for Your Alcohol Model!
Click on beneath to discover how alcoholic beverage manufacturers are collaborating with influencers to drive model visibility and improve gross sales. Uncover the campaigns which might be shaking up the trade and be taught how one can replicate their success.
Prime Alcoholic Drinks Influencer Advertising and marketing Campaigns
4. TrueStart Espresso: Brewing Up Buzz with Influencer Gifting
In terms of standing out within the crowded espresso market, TrueStart Espresso knew they wanted greater than only a good cup of joe—they wanted an influencer-powered advertising and marketing technique that was as recent and daring as their beans.
Enter influencer gifting, the proper mix of authenticity and attain. By strategically leveraging influencers, TrueStart created a storm of consciousness and engagement for his or her evenly caffeinated and decaffeinated espresso, all whereas highlighting the well being advantages of their merchandise.
TrueStart Espresso’s fundamental goal was clear: to extend consciousness of their more healthy espresso choices and spotlight their caffeine-conscious choices. With well being and wellness persevering with to pattern upward, TrueStart wished to attraction to an viewers that was each health-conscious and caffeine-savvy. Their goal? Espresso drinkers who wished the flavour with out the jitters.
The Technique: Personalization and Precision
TrueStart took a exact and well-crafted strategy, specializing in influencer gifting as their car for reaching the suitable individuals. Right here’s how they did it:
Marketing campaign Administration: TrueStart arrange a customized, white-label sign-up kind to make sure influencers weren’t solely enthusiastic about espresso but additionally aligned with TrueStart’s health-focused model values. It’s like discovering the suitable espresso beans—solely the very best made the reduce.
Automated Emails and Low cost Code Distribution: By way of integration with Shopfluence, TrueStart made it simple for influencers to pick and buy items instantly from their retailer. Influencers additionally obtained a sequence of personalised emails containing distinctive low cost codes, content material briefs, and posting reminders, guaranteeing all the pieces was easy, automated, and on-brand.
Content material Monitoring and Monitoring: Actual-time efficiency monitoring meant that each piece of influencer content material was uploaded to TrueStart’s dashboard, permitting the staff to measure attain and engagement in real-time. This allowed TrueStart to regulate and optimize the marketing campaign for optimum influence.
The Outcomes: A Robust Shot of Success
TrueStart’s influencer gifting marketing campaign packed a critical punch, with 70,000 Ok impressions and 5,000 engagements. With dozens of influencers pushing their evenly caffeinated and decaffeinated brews, TrueStart not solely gained mass visibility but additionally engaged instantly with their target market.
The health-focused messaging was delivered via genuine content material, making TrueStart’s espresso really feel like a must-try, moderately than simply one other model pushing a product.
Why It Labored: Gifting with Goal
What made this marketing campaign stand out? It wasn’t nearly sending influencers a freebie and hoping for the very best—it was about strategic gifting paired with personalization. TrueStart didn’t simply select influencers who might put up fairly footage; they handpicked creators who aligned with their model and values.
Brew Success with the Greatest Influencer Campaigns for Espresso & Tea Manufacturers!
Click on right here to find out how espresso and tea manufacturers are utilizing influencer advertising and marketing to attach with passionate shoppers and enhance model recognition. See the campaigns which might be perking up social media and uncover how one can steep your model in success.
Prime Specialty Espresso & Tea Influencer Advertising and marketing Campaigns
5. Voilà’s #Trending2Table: Turning TikTok Developments into Tabletop Triumphs
Voilà, the net grocery supply service from Sobeys Inc., had a easy however bold purpose: disrupt the grocery sport and stand out within the fiercely aggressive market.
However how? By using the wave of viral meals developments on TikTok, that’s how. Enter their #Trending2Table marketing campaign, a daring transfer that blended the ability of TikTok’s #FoodTok group with an ingenious twist, serving up a recipe for achievement that nobody noticed coming.
With TikTok shortly turning into the go-to platform for meals developments and viral recipes, Voilà wanted to seize the eye of millennial shoppers who had been extra prone to belief their subsequent meal inspiration from a TikTok influencer than from a standard advert.
The purpose was clear: leverage the viral nature of #FoodTok to drive each model consciousness and web site conversions. However they didn’t simply wish to observe developments; they wished to develop into the model that helped customers convey these developments straight from TikTok to their tables—with out the standard delay of creating a grocery checklist.
The Technique: From TikTok to Desk with a Single Faucet
Voilà’s strategy wasn’t simply fashionable—it was good, data-driven, and first-to-market. Right here’s how they pulled it off:
Spark Adverts & Creator Partnerships: Voilà partnered with well-liked #FoodTok creators like @nutrientmatters and @urbansizzle to provide scrumptious, eye-catching recipe movies that had been immediately clickable. With the #Trending2Table idea, Voilà enabled customers to click on instantly from these creator movies to pre-populated carts on Voilà.ca, eliminating the delay in shopping for elements. It was comfort wrapped in a viral second.
@reduce.cake Need to know how you can save time with out breaking the financial institution in your subsequent grocery store? Use @Voila.ca! Voilà is a grocery supply service you’ll be able to rely on! It’s powered by Safeway and Sobeys so we all know the standard of our groceries might be superb, which provides me a giant peace of thoughts! Voilà additionally means that you can browse in the best way that makes probably the most sense for you, by merchandise, or via the weekly flyer first! With subsequent day supply choices I can keep house and play with my daughter as a substitute of bringing her to a grocery retailer! For those who haven’t used Voilà earlier than, use code VOILA25LOVE* for $25 off your first order of $100 or extra! *Get $25 off your first order whenever you spend $100 or extra at Voilà. Provide expires June 15, 2024. Legitimate for brand new clients solely. View full T&C’s on voila.ca #advert #groceries #voilà #meals ♬ Sunshine – WIRA
Knowledge-Pushed Insights: By combining insights from TikTok’s Inventive Heart and FCB’s Development Index, Voilà pinpointed rising recipes earlier than they hit the mainstream, guaranteeing their merchandise had been featured on the peak of every pattern.
Spark Adverts for Prolonged Attain: Utilizing Spark Adverts, Voilà amplified the creator-led content material, turning natural TikTok posts into highly effective, native advertisements. This seamless integration with TikTok’s platform ensured that the marketing campaign felt native to customers, moderately than compelled promoting.
Observe-Up Engagement: As soon as clients obtained their order, Voilà despatched them follow-up emails with the recipe and hyperlinks again to the TikTok video, encouraging them to share their expertise and take a look at new recipes. Discuss full-circle engagement.
The Outcomes: A Recipe for Success
The outcomes had been nothing in need of extraordinary:
8x improve in orders
11x improve in new clients
200% greater click-through price in comparison with the benchmark
Over 3.4 million views and 40,000 engagements on the creator movies
And Voilà didn’t simply win hearts; they gained awards, too. The marketing campaign scooped up a TikTok Energy of Leisure award, a Cannes Silver Lion in Social & Influencer, and a Gold in E-Commerce on the Effies. With such spectacular outcomes, Voilà proved that mixing viral developments with seamless consumer experiences is a recipe for achievement.
Why It Labored: The Energy of Tradition & Comfort
Voilà’s marketing campaign tapped right into a cultural second and capitalized on the truth that TikTok customers are wanting to attempt the most recent meals developments—if they will get the elements simply. By eliminating friction and turning pattern watching into immediate motion, Voilà created a viral loop of discovery and comfort. And on this planet of meals supply, when comfort meets tradition, magic occurs.
Enhance Your Meal Equipment Model with the Greatest Influencer Campaigns!
Need to develop your meal package or supply service model? Click on beneath to find how influencers are driving consciousness and inspiring clients to attempt your companies. Learn the way the highest campaigns are growing buyer acquisition and enhancing model loyalty.
Prime Meal Kits & Supply Companies Influencer Advertising and marketing Campaigns
6. NotCo Mexico: Planting the Seeds for a Sustainable TikTok Revolution
NotCo Mexico, the plant-based meals model identified for its revolutionary strategy to wholesome consuming, took a daring step in 2023 by embracing TikTok because the stage for its model consciousness marketing campaign.
The mission? To spark curiosity, develop their group, and amplify their message of sustainability—and, boy, did they ship. In a sea of meals developments, NotCo not solely stood out however created a viral buzz that resonated throughout the platform.
NotCo confronted the problem of speaking their model’s values—innovation, sustainability, and plant-based consuming—to a broader viewers. Whereas their goal was clear (health-conscious foodies and environmentally-minded shoppers), their strategy was recent: as a substitute of focusing solely on vegans and vegetarians, they forged a wider internet.
The purpose was to generate curiosity and encourage shoppers from all walks of life to ask, “What’s NotCo?” To attain this, they knew they needed to faucet into TikTok’s hyper-engaged group, drive site visitors, and develop their follower base shortly, with an bold purpose of 100K followers inside three months.
The Technique: TikTok Developments with a Plant-Primarily based Twist
Right here’s the place NotCo’s technique actually shines—an always-on collaboration with VKNG Company, a TikTok Inventive Accomplice, and TikTok’s GBS Crew allowed the model to persistently create partaking, genuine content material. The plan included:
Leveraging Trending Conversations: NotCo didn’t simply speak about their merchandise—they joined in on TikTok developments, piquing curiosity whereas selling sustainability and plant-based consuming.
Cross-Business Creators: NotCo partnered with two content material creators—Eva Quintanilla, a high cooking influencer, and Jimmy, from a very totally different vertical—to take their merchandise for a style take a look at in a enjoyable, disruptive means. The dynamic duo used the slogan “Jimmy, Let’s Put It to the Take a look at” to showcase NotCo’s versatility.
@chefquintanilla ¿Alguien dijo hecho a base de plantas? ✨👀 @NotComx #chefquintanilla #NotcoMx #Notco #WhyNot #NotBurger #NotMeat ♬ sonido authentic – chefquintanilla
Interactive Campaigns: By way of a mixture of In-Feed, Spark, Public sale, and Attain & Frequency advertisements, NotCo saved its campaigns interactive, maximizing engagement throughout the platform whereas guaranteeing alignment with their values.
Consumer-Generated Content material (UGC): The model didn’t simply create content material—it inspired customers to do the identical, mixing seamless UGC into the marketing campaign for an much more natural reference to TikTok customers.
The Outcomes: From 0 to 300K—And Past
NotCo’s TikTok-first marketing campaign exceeded expectations, reaching:
17 million views and an enormous surge in web site site visitors.
300,000 new followers in simply two months.
65 million impressions, reinforcing NotCo’s visibility.
Over 3.5 million likes, proving their content material was resonating.
The marketing campaign didn’t simply generate numbers—it generated real connections. By specializing in values and shared pursuits (well being, sustainability, and innovation), NotCo constructed a group that not solely adopted them but additionally actively engaged with their message. This wasn’t only a viral marketing campaign—it was a motion.
Why It Labored: Authenticity + Creativity = Magic
NotCo’s technique labored as a result of it tapped into the very DNA of TikTok: creativity, authenticity, and group. By staying true to their model values, embracing trending content material, and collaborating with various creators, they turned a easy product launch right into a viral phenomenon. TikTok’s platform isn’t only for model promotion—it’s for constructing actual, lasting connections.
And NotCo did simply that, proving that sustainability, creativity, and the suitable platform can actually rework a model.
Discover the Prime Influencer Advertising and marketing Campaigns for Vegan & Plant-Primarily based Manufacturers!
Click on right here to see how plant-based and vegan meals manufacturers are utilizing influencer advertising and marketing to seize the eye of eco-conscious and health-driven shoppers. Be taught the methods which might be turning influencers into model advocates and growing gross sales.
Prime Vegan & Plant-Primarily based Meals Influencer Advertising and marketing Campaigns
Future-Proofing Your Meals and Beverage Model
Throughout these campaigns, influencer collaborations, data-driven methods, and platform-native content material proved essential for achievement. Manufacturers successfully leveraged TikTok developments, embraced micro and nano influencers, and used real-time knowledge to craft well timed, partaking content material.
Because the trade evolves, manufacturers ought to proceed experimenting with inventive partnerships, tapping into viral moments, and personalizing engagement. The longer term lies in genuine, community-driven connections. Keep forward—innovate and experiment!
Ceaselessly Requested Questions
What’s influencer advertising and marketing within the meals and beverage trade?
Influencer advertising and marketing entails collaborating with people who’ve a big social media following to advertise meals and beverage merchandise, aiming to succeed in a broader viewers and construct model credibility.
How do I determine the suitable influencers for my meals model?
Search for influencers whose viewers aligns together with your goal market, and who authentically interact with food-related content material. Instruments like Later’s information can help to find appropriate influencers.
How can influencer advertising and marketing enhance my meals model’s gross sales?
By leveraging influencers’ attain and belief with their followers, your model can improve visibility, drive site visitors, and improve gross sales conversions.
What kinds of influencers ought to meals manufacturers collaborate with?
Relying in your targets, you’ll be able to collaborate with macro-influencers for huge attain or micro-influencers for area of interest, extremely engaged audiences. Aligning with influencers who share your model’s values ensures authenticity.
How do I measure the success of an influencer marketing campaign?
Monitor metrics like engagement charges, click-through charges, conversions, and return on funding (ROI) to judge marketing campaign effectiveness.
What content material ought to influencers create for my meals model?
Encourage influencers to provide genuine content material like recipe movies, style exams, or behind-the-scenes seems, permitting inventive freedom to resonate with their viewers.
How can I guarantee compliance with promoting rules in influencer partnerships?
Guarantee influencers disclose sponsored content material transparently and cling to native promoting pointers to keep up belief and keep away from authorized points.
What platforms are handiest for meals influencer advertising and marketing?
Platforms like Instagram, TikTok, and YouTube are extremely efficient resulting from their visible nature and recognition amongst meals fans. Tailor your technique to the place your target market is most energetic.
