High Vegan & Plant-Primarily based Meals Influencer Advertising and marketing Campaigns

Influencer advertising and marketing is having its second—and by second, we imply it’s on observe to turn into a $32.55 billion trade by 2025. That’s an entire 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 strategy 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 actual fact, influencer content material that feels real and fewer like an advert is now the gold normal 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 linked with thousands and thousands.

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

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

• Centered 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 lovers

Primal Kitchen’s mission is evident: encourage more healthy consuming with out compromising on style. What higher method to do that than by teaming up with the best 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 objective 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 accordance with TikTok conduct, demand to be heard with the amount cranked up.

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

@primalkitchenfoods @bigboycooks Smash burgers are a should add to your subsequent grilling cook 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 neighborhood 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 charge

• 74% optimistic sentiment

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

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

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 needed 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 and marketing.

Strategic Strategy:

• Activated 200 nano and micro influencers to generate buzz

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

• Centered on genuine product trials and sharing private experiences by way of weblog articles and social media content material

Cerbona’s strategy was so simple as it was efficient: harness the ability 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 an alternative, they rallied 200 influencers who had been precise shoppers of granola or already dwelling a vegan life-style.

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

By choosing these influencers from the TRND.hu platform, Cerbona created a robust, 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 cling – Cerbona

The marketing campaign had an plain impression. With 636 influencer-created items of content material revealed throughout numerous social media platforms, the granola didn’t simply get publicity; it generated important 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 complete on-line attain

• 707 product trials

• 97 model referrals

The great 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 and marketing; it’s the form of natural word-of-mouth that’s virtually not possible to pretend. Cerbona’s vegan granola was in a position to carve out a significant house in shoppers’ minds (and kitchens) by genuine, relatable, and downright tasty content material.

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

Strategic Strategy:

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

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

• Centered on flexitarians, vegans, and vegetarians—these more and more 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 objective? 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 a substitute for meat or fish; it was about selling sustainability and interesting to the rising variety of flexitarians—shoppers 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 and marketing 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 satisfy totally different targets: consciousness, storytelling, and engagement, all inside simply two days of exercise.

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

By tapping into the flexitarian pattern, 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 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 needed to attempt.

Gosh! Meals partnership with Gifta is a textbook instance of how influencer gifting could be a game-changer for manufacturers seeking to construct genuine relationships and significant content material. As an alternative of counting on the same old paid partnerships, Gifta took a unique strategy 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—every one was chosen primarily based 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 neighborhood 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 good: Gifta gave the influencers the liberty to create their very own content material, quite than pushing a inflexible advertising and marketing 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 type of real content material is what drives engagement and sparks significant conversations. Influencers had been empowered to overview the merchandise as they noticed match, and because of this, 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 period.

This strategy 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 prime of the influencer magic, Gifta’s logistics recreation was on level. They rigorously dealt with the storage and distribution of the merchandise, guaranteeing that perishable gadgets had been stored 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 charge

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.

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

Strategic Strategy:

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

• Centered on genuine, high-quality video adverts for Meta and TikTok

• Ensured an economical 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, shortly turned a number one participant within the aggressive vegan protein house by providing clear, scrumptious, and reasonably priced merchandise. Nevertheless, as their advertising and marketing ambitions grew, they encountered a hurdle: methods to generate genuine, partaking video content material with out going the standard 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 price range—proved tough.

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 solution 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 companion for his or her content material wants.

@goodprotein You really want these All-in-One Shakes in your life #goodprotein #veganprotein ♬ authentic sound – goodprotein

The marketing campaign didn’t simply verify the field for operational effectivity; it additionally introduced tangible outcomes. Because of Billo’s skill to streamline video manufacturing and join Good Protein with the best creators, the model was in a position to enhance 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 shifting ahead, Good Protein is poised to proceed capitalizing on this success.

Key Outcomes:

• 350% improve 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 while you mix authenticity, effectivity, and a robust creator community, you’ll be able to flip influencer advertising and marketing right into a powerhouse.

In regards to the Creator

Author

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