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 year, manufacturers are tapping into the large energy of influencers to spice up engagement, enhance gross sales, and construct lasting connections with shoppers.
However the recreation has shifted. Not are big-name celebrities the only 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, for example. They wanted one thing daring to launch their Mac N’ Cheetos—primarily macaroni and cheese nuggets coated in Cheeto mud—with out getting misplaced within the litter. The reply? A show-stopping unboxing expertise. As a substitute of mailing out a easy field, Frito-Lay crafted a fully-branded press equipment with high-tech interplay, together with a toaster oven, Mac N’ Cheetos, dry ice, and extra.
The consequence? 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 how to show influencer advertising to your packaged meals model right into a viral sensation!
1. Creating Irresistible, “Unboxing” Experiences
With regards to getting seen within the crowded world of packaged meals, merely sending free product samples to influencers typically falls flat. Why? As a result of food bloggers and influencers are inundated with merchandise to evaluation—most of them forgettable.
To face out within the oversaturated snack market, meals manufacturers want to interrupt via the noise with one thing extra interactive, participating, and even somewhat nostalgic. Enter: the final unboxing expertise.
This technique is all about creating an unforgettable expertise that encourages influencers to share the product in a approach that feels thrilling and private—not simply one other “right here’s my new snack” publish. 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 whenever you nail this, the excitement spreads like wildfire.
Frito-Lay was dealing with 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 agency, 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 had 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 will be not possible to disregard. They crafted an elaborate press equipment that was uniquely tailor-made to Mac N’ Cheetos, one which merged nostalgia with high-tech interplay.
Contained in the equipment, 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 consequence? A social media explosion. Influencers had been desirous to share their experiences of receiving the kits, and the posts rapidly racked up important engagement. Inside days, 50 kits had led to 30 distinctive influencer posts, producing over 1.3 million impressions on social media. The excitement 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 fanatics.
A cherry on high? The marketing campaign earned a featured publish in Vice Journal’s meals weblog, Munchies, a platform recognized for overlaying every part from tremendous eating to culinary rebels—precisely the viewers Frito-Lay was making an attempt to achieve.
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 marketing recreation, 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, customized, and worthy of sharing.
2. Collaborating with Macro-Influencers for High quality Content material
Whereas micro-influencer marketing 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 in regards to the measurement of the influencer’s viewers; it’s about guaranteeing these influencers share genuine, compelling tales that resonate with their group. The important thing? Fewer, larger, 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 carry their very own voice and persona to the marketing campaign, making your model really feel much less like an advert and extra like a pure a part of their each day life.
Bibigo, a pacesetter 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 artistic company Goodby, Silverstein & Companions to launch a extremely focused influencer campaign that will elevate their model via real influencer-generated content (IGC).
Somewhat than sending out product samples to a whole bunch of influencers, Bibigo and Later targeted on working with macro and mega-influencers—creators with sturdy followings on platforms like TikTok, Instagram, YouTube, and Fb. These influencers had been hand-picked for his or her ardour for genuine meals, significantly Asian delicacies, and their means to craft participating, 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 buddies. This method saved the content material genuine, but skilled, because the influencers showcased how Bibigo merchandise match seamlessly into their each day routines.
The outcomes converse had 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 everyday 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 folks collectively via 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 recreation. Concentrate on creators who’re enthusiastic about your product and may authentically weave it into their way of life. Bear 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
Generally, the easiest way to promote a product isn’t by speaking in regards to the product in any respect—it’s by exhibiting the way it matches into the larger 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 alternative reasonably than a pressured commercial.
For packaged meals manufacturers, this technique is particularly efficient when focusing on particular demographics that won’t have already got sturdy model affinity. It’s not in regards to the product itself—it’s in regards to 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 lively 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 reasonably 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 dad and mom.
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 Super Mornings campaign—a lifestyle-driven method that positioned Weetabix because the breakfast alternative for ladies with superpowers. The marketing campaign didn’t simply function influencers consuming Weetabix; it celebrated their identities and each 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 dad or mum 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 precise power to remain impressed.
- Tremendous Sporty – The health fanatic who depends on Weetabix for pre- or post-workout sustenance.
To carry this idea to life, eight feminine influencers had been chosen—every embodying considered one of these personas. As a substitute of typical “right here’s my breakfast” posts, their content material targeted on why Weetabix was a vital a part of their morning.
The marketing campaign prolonged past Instagram, incorporating radio sponsorships, journal advertorials, and even a dwell dance occasion at a health studio, guaranteeing that Weetabix was seen not simply as a breakfast meals, however as a way of life alternative.
By utilizing influencers to inform real-life, value-driven tales reasonably 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, exhibiting clear client curiosity and curiosity in regards to 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 reasonably than non-compulsory.
4. Synchronizing Influencer Posts for Most Influence
In influencer advertising, timing is every part. However when you may have 70 influencers spreading your message throughout a number of platforms, the coordination required to make all of it occur can look like 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 dwell on the identical second, making a wave of simultaneous model publicity that may’t be ignored.
For packaged meals manufacturers trying to create a large buzz, this method is ideal for driving huge consciousness in a brief window. By aligning influencers to publish on the identical day, manufacturers can create a way of unified pleasure, encouraging their viewers to affix 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, considered one of America’s fastest-growing diet bar manufacturers, had a singular mission: to amplify its “Form Superior” marketing campaign, which inspired folks to “spot a sort act, ship a sort snack.” Whereas KIND was already acknowledged as a pacesetter 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, reasonably than simply an remoted social media publish right here and there.
To realize this, KIND partnered with Popular Pays, a platform designed to manage and track influencer campaigns. With 70 influencers already on board, the problem grew to become about ensuring all of the influencers posted in regards to the #KindAwesome marketing campaign on the identical day, guaranteeing a coordinated, huge affect.
By way of Pop Pays’ platform, KIND was in a position to 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 mix of KIND merchandise being shared in tandem with messages of kindness, gratitude, and group spirit.
The outcomes of this synchronized influencer push had 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 Influence
For those who’re trying to create a viral second to your packaged meals model, synchronize your influencer content material. By guaranteeing all of your influencers publish on the identical time, you’ll be able to generate a large wave of name consciousness, enhance engagement, and make your marketing campaign really feel like a motion reasonably than only a advertising effort.
5. Amplifying Model Visibility with Cross-Promoted Instagram Collabs
Growing a brand’s presence on Instagram isn’t nearly churning out content material—it’s about strategic amplification. One of the vital efficient methods to maximise attain with out doubling the workload? Cross-promoted Instagram collaborations.
Not like normal influencer partnerships the place creators publish a couple of product on their very own channels, these kind of Instagram collabs enable each the model and the influencer to share the identical publish on their respective pages. This implies one piece of content material seems in entrance of each audiences concurrently—exponentially rising 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 make sure that engagement occurs instantly on the model’s web page too.
When Recent Del Monte got down to increase its viewers and elevate its Instagram presence, they turned to Foodie Tribe for precisely this method – they wished a wiser method to combine influencers into their advertising technique.
So, reasonably than simply commissioning influencer posts, they applied a cross-promotion mannequin, guaranteeing 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 via the Instagram Collab feature.
The technique was put to the check via 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 guaranteeing that each influencer publish was co-published on Recent Del Monte’s web page, the marketing campaign maximized model visibility, engagement, and belief.
The outcomes had 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—additionally they strengthened their owned content material technique, filling their feed with high-quality influencer content material that felt natural and fascinating. 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: Increase Your Model’s Presence with Instagram Collabs
In case your purpose is to develop your Instagram viewers whereas sustaining authenticity, cross-promoted collaborations must be on the high of your playbook. As a substitute of simply having influencers publish about your model, work with them to share content material collectively—guaranteeing that each publish 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 exhibiting the way it matches into on a regular basis life. And what higher approach to do this than by letting actual folks inform the story? User-generated content (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 publish a one-off promotional picture, UGC-focused methods encourage influencers to share genuine, relatable experiences with a product—whether or not it’s via a sequence of images, private tales, or real-life testimonials. This makes the content material extra participating, plausible, and extremely shareable, giving manufacturers a gradual circulate 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 normal 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 each day routines.
Every influencer was tasked with making a carousel post on Instagram—that includes at the very least 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
- Customized cereal creations with fruit and toppings
- Busy dad and mom making fast, nutritious breakfasts
The marketing campaign leaned closely on storytelling via visuals, making it really feel like a group of snapshots from actual mornings reasonably than staged model promotions. The captions additionally performed a key position, that includes private testimonials on why the influencers (and their children) beloved the product, in addition to highlighting its well being advantages.
By way of this technique, Kellogg’s noticed important 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 provide an economical method to construct model belief, generate natural engagement, and create precious 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 matches 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 via unforgettable unboxings or synchronized posts, these methods drive huge engagement and model loyalty.
By partnering with the right influencers, manufacturers can foster deeper connections with their viewers and obtain long-term success. Implement these actionable ways to amplify your model’s attain and resonate with at this time’s shoppers.
Incessantly 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 precise influencers for my meals model?
Select influencers whose viewers demographics align together with your goal market. Take into account their engagement charges, authenticity, and content material fashion. It is helpful if their private model values resonate together with your model’s ethos, guaranteeing real promotion.
What sort of content material ought to influencers create for my merchandise?
Encourage influencers to provide participating content material reminiscent of recipe tutorials, unboxing experiences, style assessments, and meal prep concepts that includes your merchandise. Excessive-quality pictures and movies that spotlight the product’s options and flexibility are likely to resonate nicely with audiences.
How can I guarantee authenticity in influencer collaborations?
Enable influencers artistic freedom to current your product in a approach that aligns with their private fashion. Genuine content material, like real style reactions or real-life utilization situations, fosters belief with their viewers.
What metrics ought to I observe to measure marketing campaign success?
Monitor metrics reminiscent of 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 affect and return on funding.
Ought to I work with macro or micro-influencers?
Each have deserves. Macro-influencers provide broad attain, whereas micro-influencers typically present greater engagement inside area of interest communities. A mixture could be efficient, relying in your marketing campaign targets and audience.
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 will possibly embrace financial funds, free merchandise, affiliate commissions, or a mix. Make sure the compensation aligns with the worth they bring about 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.
In regards to the Writer
Author
Kalin Anastasov performs a pivotal position as an content material supervisor and editor at Influencer Advertising Hub. He expertly applies his web optimization and content material writing expertise to boost every bit, guaranteeing it aligns with our pointers and delivers unmatched high quality to our readers.
