Influencer advertising within the packaged meals sector is now not only a pattern—it is a full-on advertising revolution. With world influencer advertising set to hit a record-breaking $32.55 billion this yr, manufacturers are tapping into the huge energy of influencers to spice up engagement, enhance gross sales, and construct lasting connections with shoppers.
However the sport has shifted. Now not are big-name celebrities the only real influencers driving outcomes—now, micro and nano influencers are stepping in to ship genuine, area of interest content material that resonates with loyal, area of interest audiences.
Take Frito-Lay, as an illustration. They wanted one thing daring to launch their Mac N’ Cheetos—basically macaroni and cheese nuggets coated in Cheeto mud—with out getting misplaced within the muddle. The reply? A show-stopping unboxing expertise. As a substitute of mailing out a easy field, Frito-Lay crafted a fully-branded press package with high-tech interplay, together with a toaster oven, Mac N’ Cheetos, dry ice, and extra.
The end result? A social media explosion. 30 influencers shared their pleasure, producing 1.3 million impressions and a buzz that continued to develop.
Need to know the technique behind this marketing campaign’s success? Hold studying to learn the way to show influencer advertising to your packaged meals model right into a viral sensation!
1. Creating Irresistible, “Unboxing” Experiences
With regards to getting observed within the crowded world of packaged meals, merely sending free product samples to influencers usually falls flat. Why? As a result of meals bloggers and influencers are inundated with merchandise to overview—most of them forgettable.
To face out within the oversaturated snack market, meals manufacturers want to interrupt by the noise with one thing extra interactive, partaking, and even a little bit nostalgic. Enter: the final unboxing expertise.
This technique is all about creating an unforgettable expertise that encourages influencers to share the product in a manner that feels thrilling and private—not simply one other “right here’s my new snack” submit. By making the unboxing itself a part of the expertise, you flip influencers into model advocates who really feel extra like excited followers than paid promoters. And while you nail this, the thrill spreads like wildfire.
Frito-Lay was going through the problem of launching their latest product, Mac N’ Cheetos, a mashup of macaroni and cheese nuggets coated within the signature Cheeto mud. The product was daring, indulgent, and positively not your typical frozen meal.
Frito-Lay’s PR company, Ketchum, knew they wanted to do one thing past the same old influencer outreach and product gifting in the event that they wished to interrupt into foodie circles that have been presently obsessive about sourdough starters and craft cocktails.
As a substitute of merely sending out samples, they turned to a show-stopping unboxing expertise that may be not possible to disregard. They crafted an elaborate press package that was uniquely tailor-made to Mac N’ Cheetos, one which merged nostalgia with high-tech interplay.
Contained in the package, influencers acquired a fully-branded toaster oven, two packages of Mac N’ Cheetos packed in dry ice, and a bunch of different goodies.
@markie_devo Cheetos #cheetosmachack unboxing #DealGuesser #MunchiesWithTubi #cheetos #fyp #CowboyBebop #chubster #unboxing #macandcheese ♬ CRAFT – OFEKNIV
The end result? A social media explosion. Influencers have been desperate to share their experiences of receiving the kits, and the posts shortly racked up vital engagement. Inside days, 50 kits had led to 30 distinctive influencer posts, producing over 1.3 million impressions on social media. The thrill didn’t cease there—there have been over 40,000 interactions and 8,000 shares, proving that the unboxing expertise was precisely what was wanted to spark pleasure in an area dominated by meals lovers.
A cherry on prime? The marketing campaign earned a featured submit in Vice Journal’s meals weblog, Munchies, a platform identified for protecting the whole lot from fantastic eating to culinary rebels—precisely the viewers Frito-Lay was making an attempt to succeed in.
Key Takeaway: Make Your Unboxing an Occasion, Not Only a Supply
For those who’re trying to break into the foodie scene or elevate your influencer advertising sport, don’t accept the fundamental method. Flip your product launch into an interactive expertise that resonates with each influencers and their audiences. Transcend sending a field of snacks—create a custom-made unboxing expertise that feels enjoyable, personalised, and worthy of sharing.
2. Collaborating with Macro-Influencers for High quality Content material
Whereas micro-influencer advertising has confirmed its price, some manufacturers nonetheless select to enlist A-list stars, or on the very least, macro personalities. However on the finish of the day, it’s not simply concerning the dimension of the influencer’s viewers; it’s about making certain these influencers share genuine, compelling tales that resonate with their group. The important thing? Fewer, greater, higher influencers.
This method focuses on figuring out influencers who can transcend easy product endorsements and as a substitute combine your product into their way of life or story. It’s about creating content material with coronary heart—genuine, relatable posts that not solely spotlight your product but in addition talk the emotional or experiential worth behind it. These influencers deliver their very own voice and character to the marketing campaign, making your model really feel much less like an advert and extra like a pure a part of their every day life.
Bibigo, a frontrunner in Korean-style frozen meals merchandise like Mandu (dumplings), wanted to spice up consciousness for his or her line of Mandu merchandise in a crowded market.
The model’s problem? Making frozen dumplings stand out in a sea of fast meal choices whereas positioning itself as a flavorful, shareable expertise. To realize this, they teamed up with Later and inventive company Goodby, Silverstein & Companions to launch a extremely focused influencer marketing campaign that may elevate their model by real influencer-generated content material (IGC).
Fairly than sending out product samples to a whole lot of influencers, Bibigo and Later targeted on working with macro and mega-influencers—creators with robust followings on platforms like TikTok, Instagram, YouTube, and Fb. These influencers have been hand-picked for his or her ardour for genuine meals, significantly Asian delicacies, and their capability to craft partaking, private content material. A few of the influencers concerned on this marketing campaign embrace the likes of @feedmi, @recipes, and @moribyan.
The creators got artistic freedom to craft their very own tales, whether or not it was cooking with household, making an attempt new recipes, or just having fun with a fast meal with mates. This method saved the content material genuine, but skilled, because the influencers showcased how Bibigo merchandise match seamlessly into their every day routines.
The outcomes communicate have been astonishing:
- A 64% enhance in impressions, totaling 46 million impressions throughout all platforms
- 1 million engagements on TikTok alone
- A 3.2% click-through fee on Instagram and Fb, which is notably greater than the standard 1.3% benchmark for paid adverts
Extra than simply numbers, the marketing campaign resonated deeply with the viewers, positioning Bibigo not simply as a meals model, however as an expertise—one thing that introduced individuals collectively by the shared pleasure of meals.
Key Takeaway: Collaborate with Macro-Influencers Who Share Your Model’s Story
Partnering with macro and mega influencers isn’t only a numbers sport. Give attention to creators who’re captivated with your product and might authentically weave it into their way of life. Keep in mind, it’s not nearly product placement—it’s about crafting tales that resonate.
3. Leveraging Way of life Storytelling to Make Your Model Relatable
Typically, the easiest way to promote a product isn’t by speaking concerning the product in any respect—it’s by displaying the way it suits into the greater image of somebody’s life. As a substitute of simply pushing a product’s options, way of life storytelling makes use of influencers to seamlessly combine a model into real-life routines, making it really feel like a pure selection relatively than a compelled commercial.
For packaged meals manufacturers, this technique is particularly efficient when concentrating on particular demographics that won’t have already got robust model affinity. It’s not concerning the product itself—it’s concerning the why behind utilizing it. Why does it match right into a busy mother’s morning routine? Why does it energy a health fanatic’s energetic way of life? Why does it spark creativity in an artist’s day?
By specializing in aspirational however relatable tales, manufacturers could make their merchandise really feel like a life-style important relatively than simply one other merchandise within the grocery aisle.
Weetabix is a model that exemplifies this method. They confronted a not-so-unique problem: whereas it had a loyal following amongst American and European expats within the GCC area, it wasn’t connecting as nicely with different cultural teams—particularly younger mother and father.
To repair this, the model wanted a method that went past generic PR efforts and as a substitute made Weetabix really feel related, inspiring, and important to a broader viewers.
Enter Havas PR Dubai, who crafted the Tremendous Mornings marketing campaign—a lifestyle-driven method that positioned Weetabix because the breakfast selection for ladies with superpowers. The marketing campaign didn’t simply characteristic influencers consuming Weetabix; it celebrated their identities and every day routines, making the product really feel like a key ingredient of their success.
The technique was constructed round 4 aspirational personas:
- Tremendous Mother – The multitasking mum or dad who wants a nutritious, fast breakfast for her household.
- Tremendous Boss – The career-driven powerhouse who begins her day with the gas to tackle the world.
- Tremendous Inventive – The artist or innovator who wants the proper vitality to remain impressed.
- Tremendous Sporty – The health fanatic who depends on Weetabix for pre- or post-workout sustenance.
To deliver this idea to life, eight feminine influencers have been chosen—every embodying certainly one of these personas. As a substitute of typical “right here’s my breakfast” posts, their content material targeted on why Weetabix was a necessary a part of their morning.
The marketing campaign prolonged past Instagram, incorporating radio sponsorships, journal advertorials, and even a reside dance occasion at a health studio, making certain that Weetabix was seen not simply as a breakfast meals, however as a way of life selection.
By utilizing influencers to inform real-life, value-driven tales relatively than simply pushing product options, the marketing campaign efficiently repositioned Weetabix for a new viewers.
- 6.3 million whole impressions
- 3.3 million attain
- 353,000 whole interactions
- $317,545 in earned media worth (EMV)
- 814,184 whole likes
- 4,035 feedback
Extra importantly, the marketing campaign drove visitors on to Weetabix Arabia’s web page, displaying clear client curiosity and curiosity concerning the product.
Key Takeaway: Use Influencers to Inform Way of life Tales, Not Simply Promote Merchandise
If you wish to attain new demographics or reposition your model, don’t simply discuss what your product is—present why it issues. Companion with influencers who can authentically incorporate your product into significant way of life narratives, making it really feel indispensable relatively than non-compulsory.
4. Synchronizing Influencer Posts for Most Affect
In influencer advertising, timing is the whole lot. However when you’ve gotten 70 influencers spreading your message throughout a number of platforms, the coordination required to make all of it occur can appear to be a logistical nightmare. Enter: the facility of synchronized influencer campaigns.
This technique goes past simply organizing particular person influencer posts—it includes timing all of them to go reside on the identical second, making a wave of simultaneous model publicity that may’t be ignored.
For packaged meals manufacturers trying to create an enormous buzz, this method is ideal for driving huge consciousness in a brief window. By aligning influencers to submit on the identical day, manufacturers can create a way of unified pleasure, encouraging their viewers to hitch the motion or act on the message being promoted—whether or not it’s to unfold kindness, share a second of product discovery, or take part in a trending hashtag.
KIND, certainly one of America’s fastest-growing vitamin bar manufacturers, had a novel mission: to amplify its “Form Superior” marketing campaign, which inspired individuals to “spot a form act, ship a form snack.” Whereas KIND was already acknowledged as a frontrunner within the granola bar area, the model wished to take its influencer advertising to the subsequent stage by ensuring the message felt real and widespread, relatively than simply an remoted social media submit right here and there.
To realize this, KIND partnered with In style Pays, a platform designed to handle and monitor influencer campaigns. With 70 influencers already on board, the problem turned about ensuring all of the influencers posted concerning the #KindAwesome marketing campaign on the identical day, making certain a coordinated, huge impression.
By way of Pop Pays’ platform, KIND was capable of handle this huge influencer community, organizing posts and ensuring each influencer was aligned with the identical messaging, hashtags, and timing. The synchronized posts all appeared throughout platforms like Instagram, Twitter, and Fb, showcasing a mixture of KIND merchandise being shared in tandem with messages of kindness, gratitude, and group spirit.
The outcomes of this synchronized influencer push have been precisely what KIND had hoped for:
- 11.9 million whole followers reached
- 70 influencer posts on the identical day
- A cohesive message shared throughout a number of platforms
Key Takeaway: Synchronize Your Influencer Posts for Unmatched Affect
For those who’re trying to create a viral second to your packaged meals model, synchronize your influencer content material. By making certain all of your influencers submit on the identical time, you may generate an enormous wave of name consciousness, enhance engagement, and make your marketing campaign really feel like a motion relatively than only a advertising effort.
5. Amplifying Model Visibility with Cross-Promoted Instagram Collabs
Rising a model’s presence on Instagram isn’t nearly churning out content material—it’s about strategic amplification. One of the crucial efficient methods to maximise attain with out doubling the workload? Cross-promoted Instagram collaborations.
Not like commonplace influencer partnerships the place creators submit a few product on their very own channels, most of these Instagram collabs enable each the model and the influencer to share the identical submit on their respective pages. This implies one piece of content material seems in entrance of each audiences concurrently—exponentially growing attain, engagement, and credibility.
For packaged meals manufacturers, this technique is a game-changer. As a substitute of relying solely on influencers to drive model consciousness, collab posts be certain that engagement occurs straight on the model’s web page too.
When Recent Del Monte got down to develop its viewers and elevate its Instagram presence, they turned to Foodie Tribe for precisely this method – they wished a better option to combine influencers into their advertising technique.
So, relatively than simply commissioning influencer posts, they carried out a cross-promotion mannequin, making certain that influencer-generated content material was not solely posted on creators’ profiles but in addition co-hosted on Recent Del Monte’s personal Instagram web page by the Instagram Collab characteristic.
The technique was put to the take a look at by two main campaigns:
- The Honeyglow® Pineapple marketing campaign – Centered on showcasing the product’s superior sweetness and freshness.
- The Del Monte x Kung Fu Panda collaboration – A playful tie-in with the favored animated franchise, driving engagement amongst households and youthful shoppers.
By making certain that each influencer submit was co-published on Recent Del Monte’s web page, the marketing campaign maximized model visibility, engagement, and belief.
The outcomes have been proof that cross-promotion pays off…
Honeyglow® Pineapple Marketing campaign:
- 180.5K+ Attain
- 199.2K+ Impressions
- 11.4K+ Engagement
- 6% Engagement Price
Del Monte x Kung Fu Panda
- 270.7K+ Attain
- 225.6K+ Impressions
- 21.7K+ Engagement
- 8% Engagement Price
By leveraging co-branded Instagram posts, Recent Del Monte did not simply enhance attain—in addition they strengthened their owned content material technique, filling their feed with high-quality influencer content material that felt natural and interesting. The excessive engagement charges (as much as 8%) additional proved that audiences resonated with the content material, making this method a repeatable success for future campaigns.
Key Takeaway: Enhance Your Model’s Presence with Instagram Collabs
In case your objective is to develop your Instagram viewers whereas sustaining authenticity, cross-promoted collaborations must be on the prime of your playbook. As a substitute of simply having influencers submit about your model, work with them to share content material collectively—making certain that each submit reaches each of your audiences.
6. Utilizing Person-Generated Content material To Construct Model Belief
For packaged meals manufacturers, promoting a product isn’t nearly itemizing its advantages—it’s about displaying the way it suits into on a regular basis life. And what higher manner to do this than by letting actual individuals inform the story? Person-generated content material (UGC) campaigns harness the facility of on a regular basis moments, making a product really feel much less like a company push and extra like an natural a part of a client’s routine.
Not like conventional influencer advertising the place creators submit a one-off promotional picture, UGC-focused methods encourage influencers to share genuine, relatable experiences with a product—whether or not it’s by a sequence of images, private tales, or real-life testimonials. This makes the content material extra partaking, plausible, and extremely shareable, giving manufacturers a gentle movement of real endorsements from actual shoppers.
Kellogg’s completely used this technique to advertising success. When the model launched a new vary of cornflakes, they wanted extra than simply commonplace influencer posts—they wished genuine breakfast moments that felt actual, inviting, and family-friendly.
To realize this, Kellogg’s partnered with Narrators, a platform specializing in micro-influencer campaigns. As a substitute of counting on a couple of high-profile influencers, they labored with 35 micro-influencers to generate content material that showcased how Kellogg’s cereals match into their every day routines.
Every influencer was tasked with making a carousel submit on Instagram—that includes not less than three pictures that highlighted their real-life breakfast expertise with the product. The posts didn’t simply showcase a field of cereal; they included:
- Youngsters having fun with their morning bowl
- Personalised cereal creations with fruit and toppings
- Busy mother and father making fast, nutritious breakfasts
The marketing campaign leaned closely on storytelling by visuals, making it really feel like a group of snapshots from actual mornings relatively than staged model promotions. The captions additionally performed a key function, that includes private testimonials on why the influencers (and their children) cherished the product, in addition to highlighting its well being advantages.
By way of this technique, Kellogg’s noticed vital engagement and attain:
- 35 genuine items of influencer-generated content material
- 1.1M+ whole attain
- 26K+ engagements
Past simply metrics, the actual win was the a number of shareable belongings created for Kellogg’s digital channels.
Key Takeaway: Use UGC to Make Your Model Really feel Extra Relatable
For packaged meals manufacturers, micro-influencer-driven UGC campaigns supply a cheap option to construct model belief, generate natural engagement, and create useful content material belongings that can be utilized past the preliminary marketing campaign. As a substitute of simply specializing in big-name influencers, contemplate working with a number of smaller creators to seize actual, on a regular basis moments that present how your product naturally suits into shoppers’ lives.
Unlocking the Secret Sauce
Efficient influencer advertising for packaged meals manufacturers hinges on genuine storytelling, artistic collaborations, and leveraging user-generated content material. Whether or not by unforgettable unboxings or synchronized posts, these methods drive huge engagement and model loyalty.
By partnering with the proper influencers, manufacturers can foster deeper connections with their viewers and obtain long-term success. Implement these actionable techniques to amplify your model’s attain and resonate with as we speak’s shoppers.
Often Requested Questions
What’s influencer advertising for packaged meals manufacturers?
Influencer advertising includes collaborating with people who’ve a considerable and engaged following on social media to advertise packaged meals merchandise. These influencers create content material that showcases the product in a relatable and genuine method, aiming to drive consciousness and gross sales.
How do I select the proper influencers for my meals model?
Choose influencers whose viewers demographics align along with your goal market. Contemplate their engagement charges, authenticity, and content material type. It is useful if their private model values resonate along with your model’s ethos, making certain real promotion.
What sort of content material ought to influencers create for my merchandise?
Encourage influencers to provide partaking content material equivalent to recipe tutorials, unboxing experiences, style checks, and meal prep concepts that includes your merchandise. Excessive-quality pictures and movies that spotlight the product’s options and flexibility are inclined to resonate nicely with audiences.
How can I guarantee authenticity in influencer collaborations?
Permit influencers artistic freedom to current your product in a manner that aligns with their private type. Genuine content material, like real style reactions or real-life utilization situations, fosters belief with their viewers.
What metrics ought to I monitor to measure marketing campaign success?
Monitor metrics equivalent to engagement charges (likes, feedback, shares), attain, web site visitors, and gross sales conversions linked to the influencer’s content material. These indicators assist assess the marketing campaign’s impression and return on funding.
Ought to I work with macro or micro-influencers?
Each have deserves. Macro-influencers supply broad attain, whereas micro-influencers usually present greater engagement inside area of interest communities. A mixture will be efficient, relying in your marketing campaign objectives and target market.
How do I compensate influencers for his or her work?
Compensation varies primarily based on the influencer’s attain, engagement, and the marketing campaign’s scope. It could possibly embrace financial funds, free merchandise, affiliate commissions, or a mixture. Make sure the compensation aligns with the worth they carry to your model.
What are some finest practices for influencer collaborations within the meals business?
Greatest practices embrace aligning with influencers who share your model values, showcasing genuine product utilization, integrating interesting product visuals, and balancing academic content material with leisure to have interaction audiences successfully.
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Author
Kalin Anastasov performs a pivotal function as an content material supervisor and editor at Influencer Advertising Hub. He expertly applies his search engine optimization and content material writing expertise to boost each bit, making certain it aligns with our tips and delivers unmatched high quality to our readers.
