6 Standout Influencer Marketing Campaigns Food & Beverage Brands Nailed

Should you haven’t observed by now, influencer advertising and marketing isn’t only a development—it’s a full-fledged motion, notably within the meals and beverage trade. With an estimated price of $24 billion in 2024, this powerhouse technique is anticipated to develop at a staggering tempo, reaching $32.55 billion by 2025. And it’s no shock, given how meals content material (hey, drool-worthy pictures 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 achieve 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 the way 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 have been serving up a problem to disrupt the fast-casual scene with their new Double Tostada. The aim? Create buzz across the menu merchandise, notably its thrilling new Baja shrimp possibility, whereas partaking a Gen Z viewers obsessed 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 same old 5-10 creators. As an alternative, El Pollo Loco tapped right into a wider vary of influencers, from foodies to comedians to way of life creators. In whole, 20 creators have been activated, together with @kaylapacheco, @itselisasandoval, @ayyysebas, @asianchowdown, @yurilamasbella, and @jenickalopez, amongst others.

Watch on TikTok

The purpose was clear: have interaction shoppers with inventive, relatable content material that showcased the flexibility and craveability of the Double Tostada, particularly its new Baja shrimp variation. The consequence was a marketing campaign that spanned TikTok and Instagram, bringing contemporary 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 concentrate on higher-level technique—assume funds 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 fee hit a stable 2.2%, proving that individuals weren’t simply seeing the content material—they have 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 inventive content material technique resonated with shoppers, who couldn’t get sufficient of the brand new menu merchandise.

Why It Labored: The Energy of Various 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 proper viewers in the proper approach.

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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 deliver your eating expertise to life and drive foot site visitors to your location.

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2. Prompt Fame: How SiuKay’s Influencer-Pushed Spicy Problem Sizzled on Social Media

SiuKay, the brand new seafood-flavored instantaneous noodle from Acecook Vietnam, discovered the right 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 fireplace up model consciousness and have interaction a younger, adventurous viewers.

And, identical to a bowl of their spicy noodles, the marketing campaign was sizzling, quick, and left an enduring impression.

SiuKay’s major aim was to interrupt into the aggressive instantaneous noodle market and make a splash with the Gen Z crowd, who have been driving the wave of spicy meals challenges. Focusing on younger, thrill-seeking shoppers (18-24 years previous), the model aimed to create buzz round their inexpensive, 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 members to add movies of themselves consuming SiuKay noodles for an opportunity to win helpful prizes. However they knew it wanted greater than only a recreation 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 have been used to tie all the things collectively, with the marketing campaign’s reside 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 lots of of hundreds 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 recreation, the marketing campaign introduced instantaneous noodles into the highlight, making SiuKay the speak of the city (and social media).

The Outcomes: Scorching Noodles, Hotter Engagement

The consequence? A full-blown social media storm, with almost 2 million individuals reached and over 190,000 engagements. The marketing campaign wasn’t simply in style—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 facility of influencer advertising and marketing when performed 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 stylish 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.

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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 observed at a celebration stuffed with cocktail fans. However Storage Beermixes did precisely that with a technique that’s as refreshing because the product itself.

By tapping into the facility of nano and micro influencers, the model turned a splash right into a full-blown wave of consciousness, proving that smaller could be mightier relating to influencer advertising and marketing.

Storage Beermixes needed to make its mark within the flavored beermix house, and the important thing to their technique was easy: have interaction the proper influencers who genuinely liked cocktails and flavored beer. The aim? 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

Slightly than choosing high-profile celebrities, Storage Beermixes took a wiser, extra focused strategy by deciding on 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 often engaged with their viewers. The core of the marketing campaign concerned sending these influencers the product to strive, encouraging them to experiment with Storage Beermixes of their each 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 advice.

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 each day routines and share real-time experiences.

• On-line and Offline Sharing: Inspired influencers to speak about their expertise each digitally and in individual, increasing the marketing campaign’s attain past social media.

The Outcomes: A Recipe for Success

The affect? A powerful 445,000 individuals have been reached by means of social media, with 86% of the viewers expressing a robust buy intent. Discuss a stable return on funding!

Much more telling, 94% of members stated they’d advocate Storage Beermixes to others—a superb 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 Celeb 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 an alternative fostered real connections with their viewers.

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4. TrueStart Espresso: Brewing Up Buzz with Influencer Gifting

Relating to 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 contemporary and daring as their beans.

Enter influencer gifting, the right mix of authenticity and attain. By strategically leveraging influencers, TrueStart created a storm of consciousness and engagement for his or her calmly caffeinated and decaffeinated espresso, all whereas highlighting the well being advantages of their merchandise.

TrueStart Espresso’s principal 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 development upward, TrueStart needed to attraction to an viewers that was each health-conscious and caffeine-savvy. Their goal? Espresso drinkers who needed 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 proper individuals. Right here’s how they did it:

• Marketing campaign Administration: TrueStart arrange a personalised, white-label sign-up kind to make sure influencers weren’t solely enthusiastic about espresso but in addition aligned with TrueStart’s health-focused model values. It’s like discovering the proper espresso beans—solely the perfect made the reduce.

• Automated Emails and Low cost Code Distribution: By integration with Shopfluence, TrueStart made it straightforward for influencers to pick out and buy items straight from their retailer. Influencers additionally acquired a sequence of customized emails containing distinctive low cost codes, content material briefs, and posting reminders, making certain all the things was clean, 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 workforce to measure attain and engagement in real-time. This allowed TrueStart to regulate and optimize the marketing campaign for optimum affect.

The Outcomes: A Sturdy Shot of Success

TrueStart’s influencer gifting marketing campaign packed a severe punch, with 70,000 Ok impressions and 5,000 engagements. With dozens of influencers pushing their calmly caffeinated and decaffeinated brews, TrueStart not solely gained mass visibility but in addition engaged straight with their target market.

The health-focused messaging was delivered by means of genuine content material, making TrueStart’s espresso really feel like a must-try, relatively 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 perfect—it was about strategic gifting paired with personalization. TrueStart didn’t simply select influencers who might submit fairly photos; they handpicked creators who aligned with their model and values.

Brew Success with the Finest Influencer Campaigns for Espresso & Tea Manufacturers!

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5. Voilà’s #Trending2Table: Turning TikTok Developments into Tabletop Triumphs

Voilà, the web grocery supply service from Sobeys Inc., had a easy however bold aim: disrupt the grocery recreation and stand out within the fiercely aggressive market.

However how? By driving the wave of viral meals developments on TikTok, that’s how. Enter their #Trending2Table marketing campaign, a daring transfer that blended the facility of TikTok’s #FoodTok group with an ingenious twist, serving up a recipe for achievement that nobody noticed coming.

With TikTok rapidly turning into the go-to platform for meals developments and viral recipes, Voilà wanted to seize the eye of millennial shoppers who have been extra prone to belief their subsequent meal inspiration from a TikTok influencer than from a conventional advert.

The aim was clear: leverage the viral nature of #FoodTok to drive each model consciousness and web site conversions. However they didn’t simply need to observe developments; they needed to grow to be the model that helped customers deliver these developments straight from TikTok to their tables—with out the same old delay of constructing a grocery record.

The Technique: From TikTok to Desk with a Single Faucet

Voilà’s strategy wasn’t simply stylish—it was sensible, data-driven, and first-to-market. Right here’s how they pulled it off:

• Spark Advertisements & Creator Partnerships: Voilà partnered with in style #FoodTok creators like @nutrientmatters and @urbansizzle to supply scrumptious, eye-catching recipe movies that have been immediately clickable. With the #Trending2Table idea, Voilà enabled customers to click on straight from these creator movies to pre-populated carts on Voilà.ca, eliminating the delay in shopping for components. It was comfort wrapped in a viral second.

• Knowledge-Pushed Insights: By combining insights from TikTok’s Artistic Middle and FCB’s Pattern Index, Voilà pinpointed rising recipes earlier than they hit the mainstream, making certain their merchandise have been featured on the peak of every development.

• Spark Advertisements for Prolonged Attain: Utilizing Spark Advertisements, 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, relatively than compelled promoting.

• Comply with-Up Engagement: As soon as clients acquired 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 have been nothing in need of extraordinary:

• 8x improve in orders

• 11x improve in new clients

• 200% increased click-through fee 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 received 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 person 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 strive the newest meals developments—if they’ll get the components simply. By eliminating friction and turning development watching into instantaneous motion, Voilà created a viral loop of discovery and comfort. And on the earth of meals supply, when comfort meets tradition, magic occurs.

Increase Your Meal Package Model with the Finest Influencer Campaigns!

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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 contemporary: as an alternative of focusing solely on vegans and vegetarians, they solid a wider web.

The aim 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 rapidly, with an bold aim of 100K followers inside three months.

The Technique: TikTok Developments with a Plant-Based mostly Twist

Right here’s the place NotCo’s technique actually shines—an always-on collaboration with VKNG Company, a TikTok Artistic Companion, and TikTok’s GBS Crew allowed the model to constantly create partaking, genuine content material. The plan included:

• Leveraging Trending Conversations: NotCo didn’t simply discuss their merchandise—they joined in on TikTok developments, piquing curiosity whereas selling sustainability and plant-based consuming.

• Cross-Trade Creators: NotCo partnered with two content material creators—Eva Quintanilla, a prime cooking influencer, and Jimmy, from a very totally different vertical—to take their merchandise for a style check in a enjoyable, disruptive approach. The dynamic duo used the slogan “Jimmy, Let’s Put It to the Check” to showcase NotCo’s versatility.

• Interactive Campaigns: By a mixture of In-Feed, Spark, Public sale, and Attain & Frequency advertisements, NotCo stored its campaigns interactive, maximizing engagement throughout the platform whereas making certain 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 in addition 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 proper platform can actually rework a model.

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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 information 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!

In regards to the Writer

Author

Kalin Anastasov performs a pivotal function as an content material supervisor and editor at Influencer Advertising Hub. He expertly applies his web optimization and content material writing expertise to reinforce every bit, making certain it aligns with our tips and delivers unmatched high quality to our readers.