When you haven’t observed by now, influencer advertising and marketing isn’t only a pattern—it’s a full-fledged motion, significantly within the meals and beverage business. With an estimated value 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 (hi there, drool-worthy pictures and viral recipe movies) dominates social media feeds worldwide.
However right here’s the actual twist: manufacturers aren’t simply enjoying it secure 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 method? That is a game-changer. Instagram and TikTok are ruling the influencer roost, however why accept one when you possibly can 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? Hold studying to uncover the scrumptious particulars and uncover extra social media advertising and marketing gems from the meals and beverage business!
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 purpose? Create buzz across the menu merchandise, significantly its thrilling new Baja shrimp possibility, whereas participating a Gen Z viewers enthusiastic about 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 a substitute, El Pollo Loco tapped right into a wider vary of influencers, from foodies to comedians to life-style creators. In whole, 20 creators have been activated, together with @kaylapacheco, @itselisasandoval, @ayyysebas, @asianchowdown, @yurilamasbella, and @jenickalopez, amongst others.
@keilapacheco El Pollo Loco Their double hen 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 ♬ unique sound – Keila
The goal was clear: interact shoppers with artistic, 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 contemporary content material to each platforms.
And with Later’s streamlined method to influencer sourcing, negotiations, and contract administration, El Pollo Loco had the bandwidth to give attention to higher-level technique—assume price range 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 wanting a record-breaker. The engagement price hit a strong 2.2%, proving that folks 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 Numerous Influencers and Platforms
The marketing campaign’s success lies in its strategic execution: a various vary of influencers, artistic 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 method.
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2. Instantaneous 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 fulfillment 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, similar to a bowl of their spicy noodles, the marketing campaign was sizzling, quick, and left a long-lasting impression.
SiuKay’s main purpose was to interrupt into the aggressive immediate 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 outdated), the model aimed to create buzz round their inexpensive, flavorful product that would rival the overpriced, high-end spicy noodle eating places.
The twist? A minigame, “Thách thức bản lĩnh” (Courageous Problem), that inspired contributors to add movies of themselves consuming SiuKay noodles for an opportunity to win invaluable 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 a large fan base within the 18-24 age vary, introduced creativity, humor, and relatability to the desk.
As a substitute of merely posting in regards to 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 pieces 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 immediate noodles into the highlight, making SiuKay the speak of the city (and social media).
The Outcomes: Scorching 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 widespread—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 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, artistic collaborations can outshine the old-school TV advert method. 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 making an attempt to get observed at a celebration stuffed with cocktail lovers. However Storage Beermixes did precisely that with a method 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 on the subject of 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 proper 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 enhance model visibility.
The Technique: Authenticity Meets Influencer Engagement
Moderately than choosing high-profile celebrities, Storage Beermixes took a better, extra focused method by deciding on 150 nano and micro influencers who had actual affect inside 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 each day lives, after which share their experiences on-line and offline. This genuine, hands-on method created content material that felt as real as a bartender’s advice.
Key Parts of the Technique:
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Influencer Choice: 150 nano and micro influencers with a ardour for cocktails and flavored beers.
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Actual-Life Product Expertise: Influencers got the product to include into their each day routines and share real-time experiences.
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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 impression? A powerful 445,000 individuals have been reached via social media, with 86% of the viewers expressing a robust buy intent. Discuss a strong return on funding!
Much more telling, 94% of contributors stated they’d suggest 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 Superstar 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 artistic freedom to share their real-world experiences, the model averted the “compelled advert” vibe and as a substitute fostered real connections with their viewers.
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4. TrueStart Espresso: Brewing Up Buzz with Influencer Gifting
On the subject 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 contemporary 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 important 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 enchantment 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 method, specializing in influencer gifting as their car for reaching the proper individuals. Right here’s how they did it:
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Marketing campaign Administration: TrueStart arrange a customized, white-label sign-up type 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 one of the best made the minimize.
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Automated Emails and Low cost Code Distribution: By way of integration with Shopfluence, TrueStart made it straightforward for influencers to pick and buy presents instantly from their retailer. Influencers additionally obtained a sequence of customized emails containing distinctive low cost codes, content material briefs, and posting reminders, guaranteeing all the pieces was easy, automated, and on-brand.
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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 max impression.
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 in addition 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, slightly 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 one of the best—it was about strategic gifting paired with personalization. TrueStart didn’t simply select influencers who might publish fairly footage; they handpicked creators who aligned with their model and values.
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5. Voilà’s #Trending2Table: Turning TikTok Tendencies into Tabletop Triumphs
Voilà, the net grocery supply service from Sobeys Inc., had a easy however bold purpose: disrupt the grocery recreation and stand out within the fiercely aggressive market.
However how? By driving the wave of viral meals tendencies on TikTok, that’s how. Enter their #Trending2Table marketing campaign, a daring transfer that blended the facility of TikTok’s #FoodTok neighborhood with an ingenious twist, serving up a recipe for fulfillment that nobody noticed coming.
With TikTok shortly turning into the go-to platform for meals tendencies 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 purpose was clear: leverage the viral nature of #FoodTok to drive each model consciousness and web site conversions. However they didn’t simply need to comply with tendencies; they wished to turn out to be the model that helped customers deliver these tendencies straight from TikTok to their tables—with out the standard delay of constructing a grocery checklist.
The Technique: From TikTok to Desk with a Single Faucet
Voilà’s method wasn’t simply fashionable—it was sensible, data-driven, and first-to-market. Right here’s how they pulled it off:
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Spark Advertisements & Creator Partnerships: Voilà partnered with widespread #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 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.
@minimize.cake Need to know find out how to save time with out breaking the financial institution in your subsequent grocery store? Use @Voila.ca! Voilà is a grocery supply service you possibly can rely on! It’s powered by Safeway and Sobeys so we all know the standard of our groceries will likely be wonderful, which provides me an enormous peace of thoughts! Voilà additionally means that you can browse in the way in which that makes probably the most sense for you, by merchandise, or via the weekly flyer first! With subsequent day supply choices I can keep dwelling and play with my daughter as a substitute of bringing her to a grocery retailer! When you 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 if you spend $100 or extra at Voilà. Supply expires June 15, 2024. Legitimate for brand new clients solely. View full T&C’s on voila.ca #advert #groceries #voilà #meals ♬ Sunshine – WIRA
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Knowledge-Pushed Insights: By combining insights from TikTok’s Artistic Heart and FCB’s Development Index, Voilà pinpointed rising recipes earlier than they hit the mainstream, guaranteeing their merchandise have been featured on the peak of every pattern.
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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, slightly than compelled promoting.
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Comply with-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 check out new recipes. Discuss full-circle engagement.
The Outcomes: A Recipe for Success
The outcomes have been nothing wanting extraordinary:
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8x enhance in orders
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11x enhance in new clients
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200% larger click-through price in comparison with the benchmark
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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 tendencies with seamless person experiences is a recipe for fulfillment.
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 desirous to attempt the newest meals tendencies—if they’ll 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 the earth of meals supply, when comfort meets tradition, magic occurs.
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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 progressive method 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 neighborhood, and amplify their message of sustainability—and, boy, did they ship. In a sea of meals tendencies, 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 method was contemporary: as a substitute of focusing solely on vegans and vegetarians, they solid a wider web.
The purpose was to generate curiosity and encourage shoppers from all walks of life to ask, “What’s NotCo?” To realize this, they knew they needed to faucet into TikTok’s hyper-engaged neighborhood, drive visitors, and develop their follower base shortly, with an bold purpose of 100K followers inside three months.
The Technique: TikTok Tendencies 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 Artistic Associate, and TikTok’s GBS Workforce allowed the model to constantly create participating, genuine content material. The plan included:
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Leveraging Trending Conversations: NotCo didn’t simply speak about their merchandise—they joined in on TikTok tendencies, piquing curiosity whereas selling sustainability and plant-based consuming.
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Cross-Business Creators: NotCo partnered with two content material creators—Eva Quintanilla, a high cooking influencer, and Jimmy, from a totally completely different vertical—to take their merchandise for a style take a look at in a enjoyable, disruptive method. 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 unique – chefquintanilla
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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.
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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:
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17 million views and a large surge in web site visitors.
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300,000 new followers in simply two months.
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65 million impressions, reinforcing NotCo’s visibility.
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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 neighborhood 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 neighborhood. 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 really remodel 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 fulfillment. Manufacturers successfully leveraged TikTok tendencies, embraced micro and nano influencers, and used real-time knowledge to craft well timed, participating content material.
Because the business evolves, manufacturers ought to proceed experimenting with artistic partnerships, tapping into viral moments, and personalizing engagement. The longer term lies in genuine, community-driven connections. Keep forward—innovate and experiment!
Incessantly Requested Questions
What’s influencer advertising and marketing within the meals and beverage business?
Influencer advertising and marketing entails collaborating with people who’ve a big social media following to advertise meals and beverage merchandise, aiming to achieve a broader viewers and construct model credibility.
How do I determine the proper influencers for my meals model?
Search for influencers whose viewers aligns along 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 increase my meals model’s gross sales?
By leveraging influencers’ attain and belief with their followers, your model can enhance visibility, drive visitors, and improve gross sales conversions.
What forms of influencers ought to meals manufacturers collaborate with?
Relying in your objectives, you possibly can collaborate with macro-influencers for vast 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?
Observe metrics like engagement charges, click-through charges, conversions, and return on funding (ROI) to guage marketing campaign effectiveness.
What content material ought to influencers create for my meals model?
Encourage influencers to supply genuine content material like recipe movies, style checks, or behind-the-scenes seems, permitting artistic freedom to resonate with their viewers.
How can I guarantee compliance with promoting laws in influencer partnerships?
Guarantee influencers disclose sponsored content material transparently and cling to native promoting tips to keep up belief and keep away from authorized points.
What platforms are best for meals influencer advertising and marketing?
Platforms like Instagram, TikTok, and YouTube are extremely efficient as a consequence of their visible nature and recognition amongst meals lovers. Tailor your technique to the place your target market is most energetic.
In regards to the Writer
Author
Kalin Anastasov performs a pivotal function as an content material supervisor and editor at Influencer Advertising and marketing Hub. He expertly applies his website positioning and content material writing expertise to reinforce every bit, guaranteeing it aligns with our tips and delivers unmatched high quality to our readers.
