The world of TikTok and Instagram advertising and marketing within the meals and beverage sector is serving up some critically tasty tendencies—suppose viral humor, influencer collabs, and a splash of AI innovation. With TikTok’s 1.58 billion month-to-month customers (sure, billion), it’s clear that the platform is not only for dance challenges and lip-syncing.
Now, it’s the go-to spot for manufacturers wanting to be a magnet for Gen Z and past, all whereas retaining issues enjoyable and contemporary. Add in Instagram Reels, the last word hub for storytelling with a facet of beautiful visuals, and also you’ve received a full-course meal of social media advertising and marketing alternatives.
And let’s not overlook about influencers, who’re cooking up some critical engagement within the meals area, with meals influencer advertising and marketing projected to develop by a staggering 42%. Whether or not it’s humor, user-generated content material (UGC), or the futuristic contact of AI, manufacturers are exploring new methods to captivate their viewers.
Take Second Cup, for example. They didn’t simply dip their toes into TikTok—they cannonballed proper in with a daring mix of humor, creativity, and synthetic intelligence. However what occurred subsequent? Effectively, you’ll should hold studying to find how they brewed up a viral sensation.
Prepared to find the campaigns which are shaping the way forward for meals and beverage advertising and marketing? Let’s dig in!
1. Second Cup TikTok Marketing campaign: Brewing Up Some Critical Buzz!
When Second Cup determined to tackle TikTok, they didn’t simply dip their toes into the social media waters—they cannonballed straight into the Gen-Z and Millennial pool. Their April Idiot’s prank? A caffeinated masterpiece that blended humor, creativity, and a splash of synthetic intelligence. It’s like they brewed up the right shot of espresso—sturdy, daring, and undeniably attention-grabbing.
The Technique: A Daring Mix of Humor and Creativity
Second Cup, a Canadian espresso model with a wealthy historical past courting again to 1975, wished to shake issues up. With a aim to seize the hearts (and stomachs) of youthful espresso drinkers, they went massive with an April Idiot’s joke that was, effectively, simply plain enjoyable.
Image this: Peanut Butter & Jelly Swirl Smoothies, Every part Bagel Lattes, and Maple Bacon Explosion Frochos. No, your eyes aren’t deceiving you; these “new” drinks had been straight out of the ChatGPT kitchen. However wait—there’s a twist! The entire thing was an April Idiot’s prank. And it labored like a attraction.
So, how did Second Cup pull this off? They didn’t simply throw some random content material on TikTok and name it a day. They strategically used TikTok’s Spark Advertisements—an excellent transfer that allowed them to advertise natural posts whereas leveraging the facility of the platform’s group.
And let’s be actual: TikTok loves authenticity, in order that they delivered simply that with intelligent skits, quick edits, and the always-popular Inexperienced Display impact. The tip end result? A viral sensation that made TikTokers query actuality.
@secondcupcanada Are you able to strive our latest drinks?! Say good day to the Peanut Butter and Jelly Swirl Smoothie, the Every part Bagel Latte & the Maple Bacon Explosion Frocho.
This caption has additionally been generated by Chat GPT. Slay.
#secondcupcafe #proudcanadiancoffee #fyp #foryou #fypシ #secondcup #espresso #secondcupcoffee ♬ son authentic – Second Cup Café
Have been these drinks actual? May they be? The feedback part grew to become a caffeine-fueled debate!
The Outcomes: A Viral Success with Frothy Engagement
The marketing campaign racked up over 934,000 video views, 660,000 impressions, and a frothy 476,444 attain. Discuss making a splash! It wasn’t simply the numbers that impressed; it was the real reference to the viewers. With the assistance of the inventive company Dreww, Second Cup didn’t simply create buzz—they brewed up a dialog, retaining espresso lovers engaged and curious.
On the planet of TikTok advertising and marketing, the place tendencies evolve sooner than a barista’s latte artwork abilities, Second Cup’s playful strategy landed completely. The marketing campaign was daring, shareable, and—dare I say—grounds for a model new chapter within the firm’s social media playbook. Second Cup did not simply present up; they made their mark with a cup of creativity, humor, and simply the correct quantity of digital spice. That’s a recipe for achievement that’s price savoring!
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2. Chips Ahoy! A Confetti-Fueled Celebration of Success
Relating to cookie manufacturers, few do it fairly like Chips Ahoy!. Their cookies, loaded with chocolate chips in each chew, have been a go-to candy snack for many years. However once they hit their sixtieth birthday, they didn’t simply accept a birthday cake—no, they went all-in with a TikTok-first celebration to interact youthful audiences and introduce their new Confetti Cake Cookie.
Discuss elevating the bar (and the cookie jar)!
For Chips Ahoy!, the mission was clear: attain Gen Z the place they reside—on TikTok. Their technique? To bake up a marketing campaign that was half festivity, half enjoyable, and all about participating with the colourful TikTok group.
By tapping into TikTok’s highly effective creator ecosystem, Chips Ahoy! collaborated with 5 Gen Z influencers—every bringing their distinctive humor and positivity to the desk, together with creators like @snarkymarky, @citron_rosee, and @owenconnlly.
However they didn’t cease there. So as to add some additional “wow,” Chips Ahoy! rolled out a Branded Impact that allowed customers to interact with the product in a playful means—by “catching” digital confetti cookies.
@snarkymarky #AD CHIPS AHOY! is right here for completely satisfied! Check out this tremendous enjoyable filter to see what number of Confetti Cake Cookies you’ll be able to accumulate. Completely happy sixtieth Birthday CHIPS AHOY! #ChipsAhoyTurns60 #ChipsAhoyConfettiCake ♬ authentic sound – mark
This wasn’t only a enjoyable gimmick; it stored the model prime of thoughts whereas providing a gamified expertise that was tailored for TikTok’s interactive viewers. Plus, with Superlike Interactive Add-ons and TopView adverts, the marketing campaign received most publicity whereas driving increased engagement from viewers who had been already within the temper to have fun.
The Outcomes: A Viral Hit Value Celebrating
The numbers don’t lie: Chips Ahoy! nailed it with this marketing campaign. Over the course of an 8-week flight, the TopView CTR elevated by a jaw-dropping 10.1%, and their TopView engagement fee noticed a 9.2% enhance in comparison with TikTok’s benchmarks in Canada.
However wait—there’s extra. The Branded Impact was an absolute showstopper, racking up over 34 million video views in Canada alone, and fueling a confetti explosion with 1,436+ video creations from TikTok creators. To place it bluntly, these outcomes had been 129% increased than the TikTok Canada benchmarks. The marketing campaign went from “let’s have some enjoyable” to “holy cookies, we’ve simply gone viral!”
Chips Ahoy! proved that with the right combination of influencer partnerships, platform-specific inventive, and interactive adverts, you’ll be able to take a standard model and switch it right into a digital sensation. This marketing campaign wasn’t nearly selling cookies—it was about making a group expertise that Gen Z might actually join with.
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3. Beck’s Beer on TikTok & Instagram: A Sip of Creative Success
Beck’s Beer, the enduring German Pilsner, wasn’t simply brewing up chilly beers—they had been brewing a storm of creativity with their Unbiased Artist Sequence. This limited-time assortment of artist-designed bottles, that includes the likes of Child Cudi and Marc Ecko, had the right recipe for a social media splash.
Beck’s wanted a approach to get Gen Z buzzing concerning the new sequence, and so they turned to influencer advertising and marketing to serve up some critical visibility. Spoiler alert: mission completed.
To mark the second consecutive U.S. launch of their Unbiased Artist Sequence, Beck’s joined forces with Linqia to create a extremely participating, influencer-driven marketing campaign. The aim? Generate buzz, improve site visitors, and amplify model consciousness.
Beck’s tapped 27 influencers, who created genuine, art-centric content material across the limited-edition bottles and the 3-minute video detailing every artist’s inspiration. This wasn’t nearly selling beer; it was about celebrating artistry and creativity in a means that resonated deeply with a youthful viewers.
The execution was as easy as Beck’s lager. The marketing campaign leveraged TikTok’s dynamic nature, partnering with influencers to generate viral-worthy content material that each celebrated the creative designs and the backstory behind them.
However the true twist? The marketing campaign wasn’t confined to TikTok—Linqia’s creators unfold the love throughout Instagram, guaranteeing most attain throughout each platforms. It was an omnichannel push, identical to a well-balanced beer that hits each observe.
The Outcomes: A Marketing campaign That’s Positively Value Elevating a Glass To
The numbers converse volumes. Beck’s marketing campaign didn’t simply attain the lots; it linked with them on a significant degree. The influencers collectively reached a formidable 7 million individuals, with site visitors to Beck’s Unbiased Artist Sequence content material hovering by 130%. Discuss a frosty success!
What’s much more spectacular? The engagement. The View Via Charge on TikTok was a whopping 41.5%, a strong 29% increased than TikTok’s benchmark. The marketing campaign additionally noticed 102% extra mentions and an enormous 160,400 merchandise transferred to cart, leading to a $2.8 million carted worth. It’s like pouring a wonderfully crisp glass of beer, solely to have everybody cheers with pleasure.
Beck’s didn’t cease there. The model strategically repurposed influencer-generated content material for their very own social channels, amplifying their attain and boosting credibility. Plus, because of Linqia’s in-depth analytics and cross-platform technique, Beck’s was capable of see a 5.2% elevate in advert recall and a strong 1.7% improve in buy intent. That’s not simply model consciousness—it’s a blueprint for changing consciousness into gross sales.
Merely put, Beck’s Beer nailed it. By partnering with the fitting influencers and leveraging TikTok and Instagram in a considerate, inventive means, they managed to raise their model whereas staying true to their creative roots. The marketing campaign was an ideal mix of creativity, artistry, and technique—identical to their signature brew. Cheers to that!
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4. Grind Espresso x Highrise Advertising and marketing: Brewing Up TikTok Like By no means Earlier than
Grind Espresso, London’s beloved model for premium espresso at residence, was about to take a deep dive into TikTok’s potential for buyer acquisition. However as a substitute of simply sipping on some superficial engagements, they had been aiming to brew a full-bodied technique that will not solely entice consideration however convert it into precise gross sales.
Enter Highrise Advertising and marketing—the masterminds behind the marketing campaign that promised to show Grind’s TikTok exercise into one thing that wasn’t only a fleeting pattern however a measurable asset. Spoiler alert: they nailed it.
The technique right here wasn’t nearly tossing a number of TikTok adverts into the ether and hoping they’d go viral. Grind and Highrise knew they wanted to transcend the floor.
The target? Not simply engagement, however measurable conversions—actual gross sales, actual influence. To make this occur, the crew crafted content material that wasn’t simply participating however tailor-made particularly to TikTok’s dynamic viewers. With TikTok’s numerous person base in thoughts, the inventive showcased Grind’s distinctive espresso choices whereas staying true to the model’s ethos: daring, fashionable, and accessible.
@grind NEW flavoured espresso pods are right here! Meet Pumpkin Spice and Mocha. #pumpkinspice #autumnaesthetic #coffeepods #coffeemachine #coffeeaddict #mocha #chocolate #kitchen #kitchengadgets ♬ life might be – audios4you
However right here’s the place issues received actually fascinating: attribution. With 79% of TikTok-driven purchases not being correctly attributed by way of commonplace last-click attribution fashions, Grind knew they wanted one thing extra strong than Google Analytics.
So, Highrise developed a proprietary software that seamlessly built-in TikTok’s knowledge, Google Analytics, first-party knowledge, and Fospha knowledge. This highly effective combo helped them measure the true influence of their TikTok exercise—as a result of, let’s face it, nobody likes to waste cash on guesses.
The Outcomes: Pouring Extra Revenue Into Each Cup
The marketing campaign’s outcomes had been sufficient to make any espresso lover’s coronary heart race. Grind noticed an 11% improve in return on advert spend (ROAS), which is like hitting a double shot of espresso straight to the model’s backside line. But it surely didn’t cease there. The client acquisition value (CAC) dropped by a cool 28%, proving that TikTok wasn’t only a flash-in-the-pan channel for Grind—it was a good funding.
And when Grind in contrast TikTok’s efficiency in opposition to different acquisition platforms, the outcomes had been crystal clear: TikTok customers had been more likely to transform than these coming from different channels. This meant higher value efficiencies, extra gross sales, and a clearer path to scaling their TikTok efforts.
Grind’s TikTok marketing campaign wasn’t simply one other try at social media promoting—it was a data-driven success story that proves TikTok isn’t only for memes and dances. It’s a legit buyer acquisition powerhouse. With the fitting technique, knowledge integration, and killer inventive, Grind was capable of flip TikTok right into a cup of revenue that brewed up measurable outcomes.
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5. Bondi Meal Prep: A TikTok Feast of Engagement & Success
When Bondi Meal Prep, the Australian model identified for delivering contemporary and wholesome meals, determined it was time to show up the warmth on their digital presence, they partnered with SHS to prepare dinner up a recipe for TikTok success. The end result? A marketing campaign that didn’t simply add taste to their advertising and marketing technique—it created a full-on digital feast that had the web coming again for seconds.
Bondi Meal Prep wasn’t simply seeking to throw some adverts into the TikTok universe and hope for the most effective. No, they wished to craft a content material technique that delivered, and SHS made certain to season it excellent. Quick-form video? Verify. Influencer collaborations? Completely. Chef partnerships with trade heavyweights like Dan Hong and Morgan McGlone? You guess!
@bondimealprep This Christmas, Bondi Meal Prep is making your vacation season an entire lot simpler and extra scrumptious! We’ve teamed up with the unbelievable Morgy McGlone to carry you a mouthwatering festive menu that’ll wow your style buds and depart the stress out of your vacation Go away the cooking to us and select how’d you want your Christmas feast: Have your order delivered to your house on Christmas Eve Choose up your order on Christmas Day Order now and make this Christmas unforgettable!
#fitnessmotivation #health #smallbusiness #health #mealprep #bondimealprep #fyp#fitnessgoals#foryou#fy#foryoupage ♬ authentic sound – Bondi Meal Prep
The technique was a masterclass in the best way to mix participating content material with good concentrating on.
SHS’s strategy was constructed on data-driven choices that prioritized engagement and conversions, utilizing TikTok’s distinctive promoting instruments to spice up model consciousness and drive site visitors to the web site. And let’s simply say it labored. Plus, their adverts had been so good that they made it to the highest ranks, changing into one in all Australia’s best-performing TikTok adverts for enterprise.
The Outcomes: A Meal Prep Marketing campaign that’s Served with Further Success
However numbers are the place the true magic occurred. The 743% surge in web site site visitors is only the start. Bondi Meal Prep’s TikTok technique wasn’t nearly getting eyes on the model—it was about getting conversions, too. Due to 60+ influencer collaborations, the marketing campaign made waves inside the health-conscious group, guaranteeing the model stayed prime of thoughts for these seeking to eat clear with out the effort.
What units this marketing campaign aside wasn’t simply the quantity of content material—it was the standard. Collaborations with prime cooks and influencers introduced a contact of culinary credibility, pushing Bondi Meal Prep into the highlight whereas making it really feel like a “must-have” product. This wasn’t nearly constructing model consciousness; it was about making a buzz that caught.
Briefly, Bondi Meal Prep’s TikTok journey wasn’t only a advertising and marketing marketing campaign; it was a five-star digital meal. The right mixture of strategic promoting, participating content material, and star-studded partnerships helped Bondi rise to the highest of the meal prep trade. This marketing campaign didn’t simply succeed—it served up a feast of success that’s sure to encourage future manufacturers seeking to make their mark on TikTok.
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6. Pukka Pies: A Heritage Model’s TikTok Evolution
When Pukka Pies, the enduring British consolation meals model, determined it was time to boost its advertising and marketing, they didn’t simply toss their vegan society-approved meat-filled pie into the digital oven and hope for the most effective. No, they embraced the wild world of TikTok, a platform identified for viral dances and meme-worthy content material, and gave their conventional advertising and marketing technique a contemporary, social-first makeover.
The aim? To interrupt via to youthful audiences whereas nonetheless honoring the model’s heritage. And let’s simply say, they baked up a technique that turned out tasty outcomes.
For years, Pukka Pies has been the cornerstone of British soccer video games and household dinners, however their advertising and marketing relied closely on conventional channels—suppose TV adverts and out-of-home placements. With a loyal fanbase primarily aged 55+, the model was discovering it laborious to attach with youthful generations who’d by no means even heard of their flaky, scrumptious pies.
Enter TikTok, the place authenticity and creativity reign supreme.
Led by Rachel Cranston, Pukka’s head of brand name, and The Wild by Jungle company, the model made a daring pivot to TikTok. This was a serious step, as Pukka had beforehand tried to determine a social presence on Instagram, but it surely by no means fairly felt like the fitting match. Instagram’s shiny, curated nature didn’t match the genuine, no-frills vibe Pukka was identified for.
TikTok, then again, was an ideal match for the model’s down-to-earth ethos, the place individuals could be foolish, relatable, and actual with out being too polished.
With meals debates like ketchup vs. brown sauce on pies and user-generated content material displaying off inventive pie recipes, Pukka embraced TikTok’s community-driven tradition. And naturally, the model didn’t overlook its roots—bringing in grassroots soccer content material to faucet right into a ardour level for youthful audiences.
@officialpukka Which slice of summer time are you able to relate to probably the most? #pukkasliceofsummer #pukkapies #summerfood ♬ authentic sound – Pukka Pies
The content material wasn’t nearly promoting pies; it was about getting concerned in conversations and creating a real reference to followers.
The Outcomes: A TikTok-Pushed Style of Success
The outcomes? Effectively, Pukka’s TikTok gamble paid off in a giant means. Over two months, the model noticed a 700% improve in followers, and their content material racked up 43,000 engagements and 2.54 million video views. That is like turning a humble pie right into a viral sensation—no simple feat!
This wasn’t nearly numbers; it was about reinventing a heritage model for a brand new era with out dropping its genuine attraction. Pukka confirmed that even probably the most established manufacturers can breathe new life into their advertising and marketing methods by adapting to the distinctive nature of TikTok.
By discovering the fitting steadiness of nostalgia, authenticity, and group engagement, Pukka Pies efficiently turned their conventional heritage right into a contemporary, fashionable story that resonated with youthful audiences. TikTok didn’t simply assist them enhance their numbers—it gave Pukka Pies an entire new slice of cultural relevance.
And with extra pies flying off the cabinets, it seems to be like that is only the start of their scrumptious TikTok journey.
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Successful Campaigns for Meals & Beverage Manufacturers on Social Media
The success of those campaigns highlights the facility of genuine content material, influencer partnerships, and group engagement. TikTok’s skill to drive virality and Instagram’s visible storytelling proceed to dominate. Manufacturers ought to leverage influencer-driven methods to create actual conversations, whereas data-driven choices and focused adverts guarantee conversion.
Because the trade evolves, embracing authenticity and user-generated content material might be key to staying related. Get inventive, experiment, and let social media do the heavy lifting!
Ceaselessly Requested Questions
What makes TikTok efficient for meals and beverage advertising and marketing?
TikTok’s short-form video format and viral tendencies permit manufacturers to showcase merchandise creatively, participating a broad viewers via entertaining content material.
How can Instagram improve advertising and marketing efforts for meals manufacturers?
Instagram’s visual-centric platform is good for sharing high-quality photographs and movies of meals gadgets, fostering model aesthetics, and connecting with meals fans.
What function do influencers play in these advertising and marketing campaigns?
Influencers amplify model messages by reaching focused audiences authentically, as seen with Poppi’s partnership with TikTok influencer Alix Earle throughout Coachella, which boosted model visibility.
How do meals tendencies on TikTok influence model advertising and marketing?
Viral meals tendencies, just like the baked feta pasta, can quickly improve product demand, presenting alternatives for manufacturers to capitalize on trending matters.
What are the advantages of collaborating with meals influencers on Instagram?
Collaborations with meals influencers can improve model credibility and attain, as demonstrated by manufacturers like Hero Bread, which partnered with influencers to drive gross sales and engagement.
How essential is user-generated content material (UGC) in these campaigns?
UGC fosters group engagement and belief; for example, Chipotle’s #ChipotleSponsorMe marketing campaign inspired followers to create content material, resulting in elevated model interplay.
What methods can manufacturers use to remain related on TikTok?
Manufacturers ought to take part in trending challenges and collaborate with influencers to take care of relevance, as seen with manufacturers like Doritos, which engages customers via well-liked TikTok tendencies.
How can Instagram Tales be utilized for meals advertising and marketing?
Instagram Tales provide a platform for sharing behind-the-scenes content material, limited-time presents, and interactive polls, enhancing engagement and driving site visitors to product pages.
Concerning 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 search engine optimisation and content material writing expertise to boost every bit, guaranteeing it aligns with our tips and delivers unmatched high quality to our readers.
