Top Vegan & Plant-Based Foods Influencer Marketing Campaigns

Influencer advertising is having its second—and by second, we imply it’s on monitor to turn out to be a $32.55 billion business by 2025. That’s a complete lot of name collaborations, influencer shoutouts, and viral content material.

Because the panorama evolves, manufacturers are getting savvier, shifting from the “one-size-fits-all” influencer method to at least one that’s extra focused, genuine, and platform-specific. Instagram nonetheless reigns supreme, however TikTok’s trend-driven vibe is quickly catching up. In reality, influencer content material that feels real and fewer like an advert is now the gold customary for driving engagement.

Which brings us to at least one marketing campaign that nailed these shifts: Primal Kitchen’s “Flipping Scrumptious” summer season grilling marketing campaign. By tapping into TikTok’s enjoyable, immersive nature and pairing up with influencers who really vibe with the model’s mission, Primal Kitchen generated genuine content material that related with hundreds of thousands.

Wish to know the key sauce behind their success? Hold studying to find the genius of this marketing campaign, in addition to 5 different campaigns from the vegan and plant-based sector.

1. Grill & Thrill: How Primal Kitchen Cooked Up TikTok Magic with Influencers

Primal Kitchen’s summer season marketing campaign, bursting with scorching ASMR sounds and drool-worthy recipes, is the form of influencer-driven success we love to speak about. By leveraging TikTok’s food-obsessed, health-conscious crowd, this marketing campaign didn’t simply promote merchandise; it created a full-on sensory expertise. And the outcome? A hearth-grilled success story that’s nonetheless crackling with engagement.

Strategic Method:

• Partnered with TikTok Creator Market API associate Captiv8 for data-driven influencer choice

• Targeted on creating genuine, non-promotional content material that match seamlessly into TikTok’s native developments (ASMR, plant-based meals hacks, and fast dinner inspo)

• Collaborated with 4 creators, together with @BigBoyCooks and @CookLikeaMother, who appealed to area of interest audiences: keto, plant-based, and time-saving cooking fans

Primal Kitchen’s mission is evident: encourage more healthy consuming with out compromising on style. What higher approach to do that than by teaming up with the correct influencers on the world’s favourite app for meals developments? TikTok was a pure alternative to succeed in health-conscious, grill-loving audiences, particularly within the lead-up to summer season. The aim was easy—make Primal Kitchen merchandise a part of these TikTok-worthy grilling moments.

The answer was to ditch the “advert” really feel and embrace genuine creator content material that match seamlessly into customers’ feeds. The marketing campaign leaned into native TikTok developments, particularly the ever-popular ASMR style. Think about the sizzle of recent veggies on a grill, the crunch of lettuce, and the unmistakable sound of that excellent burger patty being flipped—sounds that, in response to TikTok conduct, demand to be heard with the amount cranked up.

From there, Primal Kitchen partnered with creators like @BigBoyCooks, who introduced keto grilling ideas, and @CookLikeaMother, who showcased how busy mothers can take pleasure in wholesome meals with out sacrificing taste.

@primalkitchenfoods @bigboycooks Smash burgers are a should add to your subsequent grilling prepare dinner out! #PrimalKitchen #flippingdelicious ♬ authentic sound – Primal Kitchen Meals

And, after all, the outcomes had been mouth-watering. The marketing campaign generated over 2 million video views, 200k engagements, and 30k movies created. These aren’t simply numbers; that’s a large group of passionate meals lovers making Primal Kitchen a part of their summer season grilling traditions.

Some extra outcomes:

• 330,000+ impressions

• 8.37% common engagement price

• 74% optimistic sentiment

• +12% raise in advert recall and +13% raise in buy consideration

The suggestions was fast, with loyal followers raving about their favourite Primal Kitchen merchandise, whereas first-time viewers couldn’t wait to purchase. With an 8.37% engagement price, the marketing campaign not solely reached however resonated with its viewers—paving the best way for extra grilling season successes.

2. Granola Will get Actual: Cerbona’s Vegan Launch Powered by Nano & Micro Influencers

When Cerbona launched its vegan granola in Hungary, they knew they needed to make some noise—and never the generic, “Hey, do this product” form of noise. No, they wished genuine buzz, the sort that comes from on a regular basis folks sharing their actual experiences. Enter nano and micro influencers, who’ve confirmed time and time once more to be the unsung heroes of influencer advertising.

Strategic Method:

• Activated 200 nano and micro influencers to generate buzz

• Focused influencers who had been already a part of the vegan or health-conscious communities

• Targeted on genuine product trials and sharing private experiences through weblog articles and social media content material

Cerbona’s method was so simple as it was efficient: harness the facility of influencers who genuinely align with the model. They didn’t flip to the big-name influencers with million-dollar contracts (who, let’s face it, are sometimes extra concerning the paycheck than the product). As a substitute, they rallied 200 influencers who had been precise customers of granola or already residing a vegan life-style.

These had been influencers that their followers trusted, as a result of they had been similar to them.

By choosing these influencers from the TRND.hu platform, Cerbona created a powerful, relatable basis for the marketing campaign. Influencers had been inspired to attempt each flavors of the granola, share their experiences, and put up superbly crafted content material—actual opinions from actual folks. This wasn’t a marketing campaign about pushing merchandise; it was about sharing an expertise, which in flip, made Cerbona stand out in a crowded market.

@cerbona Te tartod a vegán januárt? 🤗 #cerbona #müzli #müzliszelet #granola #gabona #zab #gyümölcs #zabpehely #természetesen #egészségtudatos #egészséges #egészség #étkezés #reggeli #tízórai #tápanyag ♬ eredeti grasp – Cerbona

The marketing campaign had an simple impression. With 636 influencer-created items of content material revealed throughout varied social media platforms, the granola didn’t simply get publicity; it generated vital engagement. The marketing campaign’s estimated on-line attain? Check out the outcomes for your self.

Key Outcomes:

• 200 influencers engaged in content material creation

• 415,811 whole on-line attain

• 707 product trials

• 97 model referrals

The fantastic thing about this marketing campaign wasn’t simply the numbers—it was the belief issue. When nano and micro influencers communicate, their followers hear. This isn’t simply advertising; it’s the form of natural word-of-mouth that’s virtually unimaginable to faux. Cerbona’s vegan granola was in a position to carve out a significant house in customers’ minds (and kitchens) by genuine, relatable, and downright tasty content material.

3. “Sushi Will get a Veggie Makeover: KellyDeli’s Deliciously Disruptive Marketing campaign”

When KellyDeli—residence of the beloved SushiDaily model—determined to launch a veggie sushi line, they didn’t simply wish to dip their toes into the plant-based development. Oh no, they went full sushi roll, aiming for nothing lower than a disruptive, attention-grabbing marketing campaign. And in the case of meals advertising, disruptive is strictly what will get folks speaking.

Strategic Method:

• Launched a multi-country influencer advertising marketing campaign in Italy, France, and the UK

• Engaged a mixture of micro, mid, and macro influencers to focus on completely different viewers segments and maximize attain

• Targeted on flexitarians, vegans, and vegetarians—these more and more acutely aware of each their well being and environmental impression

• Designed the marketing campaign to boost consciousness, drive engagement, and inform a compelling model story in simply 48 hours

The aim? To get folks enthusiastic about veggie sushi, not only for its well being advantages but additionally for its function in decreasing environmental impression. SushiDaily’s new veggie line wasn’t nearly providing an alternative choice to meat or fish; it was about selling sustainability and interesting to the rising variety of flexitarians—customers who aren’t strictly vegan or vegetarian however are eager to make extra eco-friendly meals selections.

With Brainpull on the helm, the influencer advertising technique was set to roll (pun supposed). The marketing campaign focused Italy, France, and the UK, the place sushi is virtually a nationwide pastime. They chose influencers who had been already in tune with the veggie, vegan, and flexitarian life—people whose audiences trusted their each meals suggestion. The marketing campaign utilized a mixture of influencer varieties to fulfill completely different targets: consciousness, storytelling, and engagement, all inside simply two days of exercise.

The outcomes? Effectively, they’re virtually as spectacular because the sushi itself. The marketing campaign generated 1 million impressions in simply 48 hours—a jaw-dropping outcome for any model. With over 4,200 new followers and practically 5,700 items of content material generated, KellyDeli’s veggie sushi was rapidly making waves.

The mixture of well-placed influencer storytelling and a well timed product launch had a outstanding impact on engagement, whereas the message of sustainability resonated deeply with customers.

By tapping into the flexitarian development, KellyDeli positioned their veggie sushi as greater than only a plant-based possibility—it turned half of a bigger dialog about sustainability, well being, and acutely aware consuming. In a world the place plant-based diets are not a distinct segment however a motion, this marketing campaign was the sushi roll that everybody wished to attempt.

4. “Gifting Achieved Proper: Gifta and Gosh! Meals’s Influencer-Pushed Recipe for Success”

Gosh! Meals partnership with Gifta is a textbook instance of how influencer gifting is usually a game-changer for manufacturers seeking to construct genuine relationships and significant content material. As a substitute of counting on the standard paid partnerships, Gifta took a unique method by rigorously curating influencers who had been genuinely passionate concerning the plant-based and health-conscious life-style that Gosh! Meals champions.

For this marketing campaign, Gifta tapped into 320 micro-influencers who had been an ideal match for the model. They didn’t simply choose influencers randomly—each was chosen based mostly on their alignment with Gosh! Meals’s values, guaranteeing that the marketing campaign felt natural and true to each the model and the influencer’s viewers.

By specializing in vegan, vegetarian, and health-conscious creators, Gifta was in a position to join with a group that already cared about what they had been selling, which led to a extra pure and persuasive product story.

However right here’s the place it will get actually sensible: Gifta gave the influencers the liberty to create their very own content material, quite than pushing a inflexible advertising script. This allowed the creators to specific their ideas and experiences with Gosh! Meals merchandise in their very own voices, guaranteeing that the content material felt genuine. No fluff, no over-hyped guarantees—simply actual tales from actual folks.

This sort of real content material is what drives engagement and sparks significant conversations. Influencers had been empowered to evaluation the merchandise as they noticed match, and in consequence, the marketing campaign noticed a powerful quantity of high-engagement content material.

To maintain issues recent, Gifta additionally crafted campaigns round seasonal themes, like summer season picnics, which gave influencers a purpose to put up inside a concentrated time frame.

This method not solely created a way of urgency but additionally helped amplify the general attain. Every influencer’s pleasure across the marketing campaign translated into a number of posts, with many influencers sharing as much as 4 items of content material.

On high of the influencer magic, Gifta’s logistics sport was on level. They rigorously dealt with the storage and distribution of the merchandise, guaranteeing that perishable gadgets had been saved recent and protected for supply. Gifta’s experience in temperature management and insulated packaging allowed them to scale the marketing campaign with none hiccups.

In the meantime, real-time monitoring and analytics gave Gosh! Meals the insights they wanted to measure success, from engagement charges to total impressions.

The outcomes communicate for themselves:

• over 1,200 items of content material
• 167k engagement
• 4.7% engagement price

On the finish of the day, the marketing campaign was a win throughout the board. By specializing in creating genuine, influencer-driven content material and managing each element with precision, Gifta helped Gosh! Meals stand out in a crowded market.

5.  “Good Protein Powers Up with Billo: A Recipe for Influencer-Pushed Success”

Good Protein, a rising star within the vegan protein market, confronted a traditional dilemma: the right way to scale up their influencer-driven content material creation with out breaking the financial institution. Enter Billo, an influencer advertising platform that introduced a game-changing resolution to the desk—connecting Good Protein with the correct creators whereas sustaining authenticity, effectivity, and cost-effectiveness.

Strategic Method:

• Leveraged Billo’s platform to faucet into a various pool of creators

• Targeted on genuine, high-quality video advertisements for Meta and TikTok

• Ensured a cheap content material creation course of, sidestepping excessive influencer charges

• Streamlined the manufacturing course of to generate excessive engagement and gross sales progress

Good Protein, based in 2019, rapidly turned a number one participant within the aggressive vegan protein house by providing clear, scrumptious, and reasonably priced merchandise. Nevertheless, as their advertising ambitions grew, they encountered a hurdle: the right way to generate genuine, partaking video content material with out going the normal influencer route.

Whereas the influencer market is huge, discovering creators who may seamlessly mix sincerity with scripted content material on digital camera—and doing so with out blowing their finances—proved difficult.

With its intuitive platform, Billo allowed Good Protein to seamlessly join with a community of creators able to producing high-quality, genuine video content material. No extra scrambling to coordinate with costly, big-name influencers—Billo offered an reasonably priced approach to scale content material creation and diversify the model’s outreach. The convenience of use and clean integration into Good Protein’s workflow made Billo the right associate for his or her content material wants.

@goodprotein You actually need these All-in-One Shakes in your life 😍 #goodprotein #veganprotein ♬ authentic sound – goodprotein

The marketing campaign didn’t simply test the field for operational effectivity; it additionally introduced tangible outcomes. Because of Billo’s potential to streamline video manufacturing and join Good Protein with the correct creators, the model was in a position to increase their Meta and TikTok promoting efforts considerably.

The height? November’s Black Friday marketing campaign, which turned their finest gross sales month of the yr. The urgency and authenticity of the content material not solely drove engagement but additionally helped generate a notable rise in gross sales. With 50 high-quality movies deliberate every month transferring ahead, Good Protein is poised to proceed capitalizing on this success.

Key Outcomes:

• 350% enhance in Meta spending inside a yr

• Highest gross sales month of the yr throughout Black Friday

• Streamlined, cost-effective influencer partnerships that ensured high-quality content material

Within the ever-competitive vegan protein house, Good Protein’s strategic use of Billo proves that once you mix authenticity, effectivity, and a powerful creator community, you possibly can flip influencer advertising right into a powerhouse.

6. “Feeding the Buzz: Tesco’s Plant-Primarily based Dinner Social gathering That Received Everybody Speaking”

Tesco’s newest influencer marketing campaign for its new Plant Chef and Depraved Kitchen vegan traces didn’t simply increase the bar—it set the desk for a complete new stage of plant-based pleasure. In anticipation of Veganuary, Tesco didn’t simply hand out merchandise to influencers and name it a day. As a substitute, they hosted an unique eating expertise that was equal components scrumptious and strategically sensible.

Strategic Method:

• Hosted an unique, immersive eating expertise for influencers

• Chosen 200 influencers with a mixed viewers of over 5 million followers

• Crafted content material tailor-made to every influencer’s strengths (Instagram posts, tales, IGTV)

• Targeted on educating and thrilling audiences concerning the ease and pleasure of plant-based consuming

The duty was clear: construct anticipation for Tesco’s new vary whereas increasing the established Depraved Kitchen line. However as an alternative of a conventional product launch, Tesco served up one thing way more partaking—a 5-course tasting menu at a one-of-a-kind occasion. Influencers had been invited to doc the meal, highlighting how easy, tasty, and thrilling plant-based meals may be when it’s backed by Tesco.

With a cautious collection of 200 influencers—each vegan, vegetarian, or a passionate cooking fanatic—Tesco focused an viewers that already had a vested curiosity in plant-based residing. The influencers, with a mixed viewers of greater than 1 million followers, had been tasked with sharing their experiences by Instagram tales and IGTV, maximizing each attain and engagement.

This wasn’t your common influencer content material. It was high-quality, genuine storytelling with a transparent message: decreasing meat consumption is just not solely simple, it’s additionally scrumptious, due to Tesco’s vary of modern, plant-based choices. The feast setting and the attractive dishes made for extremely shareable content material, sparking pleasure in followers and prompting loads of optimistic feedback and interactions.

Key Outcomes:

• 70 items of content material generated throughout a number of Instagram codecs (posts, tales, IGTV)

• 700% social progress for Tesco

• Over 2.5m attain throughout all created media

In only a few quick weeks, Tesco had created a buzz that left everybody hungry for extra. The marketing campaign not solely generated pleasure across the new product vary but additionally constructed lasting connections with a passionate viewers. By enjoying to every influencer’s content material strengths, Tesco turned their plant-based merchandise into the celebs of the present—making it clear that consuming extra vegetation and fewer meat doesn’t imply sacrificing style or comfort.

What Manufacturers Can Study from Plant-Primarily based and Vegan Influencer Wins?

The campaigns analyzed reveal key methods for manufacturers to spice up their plant-based initiatives. First, influencer partnerships are only when content material feels genuine, whether or not it is empowering creators to share real experiences or inviting them into immersive experiences.

Second, concentrating on area of interest communities like vegans, flexitarians, and cooking fans permits for extra significant engagement. Lastly, diversifying content material throughout platforms, reminiscent of TikTok, Instagram, and even influencer gifting, maximizes attain and impression.

Manufacturers should innovate with these approaches, embracing each authenticity and effectivity to face out within the aggressive vegan and plant-based house. Future developments could proceed to shift towards sustainability and hyper-targeted influencer collaborations.

Concerning the Writer

Author

Nadica Naceva, Head of Content material at Influencer Advertising Hub, is a seasoned author and reviewer with in-depth experience in digital and content material advertising. Leveraging her in depth expertise in guiding content material creation and strategic route, Nadica brings a vital eye and analytical method to reviewing articles and academic items. Her dedication to accuracy, integrity, and innovation with every evaluation helps IMH develop as a number one supply in influencer advertising. Her insights are backed by first-party information, guaranteeing content material meets the very best requirements of relevance.