The wholesome snacks and drinks business is booming, with the worldwide snack market hitting $251.10 billion in 2024. As extra manufacturers compete for consideration, standing out on social media is crucial. With the sector experiencing a 6.33% annual growth rate, the problem isn’t nearly reaching your viewers—it’s about partaking them in significant methods.
These days, manufacturers should evolve their methods to attach authentically with their viewers. Whether or not it’s creating relatable content material, leveraging platform-specific options, or utilizing intelligent partnerships, the bottom line is to construct an enduring relationship that goes past the product.
One model that exemplifies how inventive campaigns can increase engagement is Planters, which turned social media interactions into unforgettable experiences. With over 28 million impressions and a surge in followers, they confirmed simply how highly effective personalised, enjoyable engagement may be.
Curious how they did it? Hold studying as we’ll clarify the technique intimately whereas additionally showcasing how different manufacturers are making waves with their social strategies. Let’s dive into one of the best social media marketing tactics for wholesome snacks and drinks that you should utilize to raise your model.
1. Leveraging Shock & Delight to Spark Conversations and Construct Loyalty
In social media, the place prospects are bombarded with advertisements at each flip, how do you get them to cease scrolling and truly interact? The reply is straightforward: “Shock & Delight.” This technique is all about exceeding buyer expectations by providing them one thing surprising—whether or not it’s a customized response, a fun giveaway, or a second of sheer pleasure. For wholesome snacks and drinks manufacturers, this tactic generally is a game-changer, driving engagement, deepening loyalty, and even boosting model love.
The most effective half? You don’t want an enormous finances or a viral development to make this work. All you want is a inventive spark and a willingness to shock your viewers in significant, memorable methods. Planters, one model that nailed this strategy, proved that “Shock & Delight” isn’t only a buzzword—it’s a extremely efficient social media technique.
The model is not any stranger to daring campaigns, however they honestly raised the bar throughout their Tremendous Bowl activation and Valentine’s Day marketing campaign by embracing the “Shock & Delight” technique in full power.
Within the Tremendous Bowl, they ran a stay promotion that gave 50 fortunate followers an unforgettable expertise: customized paintings celebrating their engagement with the model, together with a shock prize announcement. That’s proper—Planters didn’t simply say “thanks” for the engagement; they made followers really feel like true VIPs.
Get able to hit the golf equipment @Eric__Jones. You simply gained a set of customized golf golf equipment & an indoor golf simulator. Spherical 47 of #CrunchTime Givewaway is a wrap. pic.twitter.com/I5hvSdDTzU
— Mr. Peanut (@MrPeanut) February 4, 2019
However they didn’t cease there. For his or her Valentine’s Day marketing campaign, they took it to the following degree. Mr. Peanut, their beloved mascot, personally engaged with followers on Twitter, replying to questions and sparking conversations.
The kicker? Lots of these followers who engaged obtained a shock reward—a romantic dinner reservation, a trip within the Nut Cell, or perhaps a copy of Dr. Ruth’s ebook (in spite of everything, they’d partnered with the connection professional for the marketing campaign). The shock was the cherry on prime, and followers couldn’t assist however share their pleasant experiences with their networks.
I’ve a sense when the @NUTmobile_Tour reveals up at your door he’ll go nuts. Ship me a message and we’ll make it occur!
— Mr. Peanut (@MrPeanut) February 13, 2019
The “Shock & Delight” technique had a direct affect on Planters’ social media outcomes. Over the course of the marketing campaign, Mr. Peanut’s Twitter account noticed an explosion in engagement, with greater than 280 replies from the mascot.
These private interactions weren’t simply good—they have been transformative. The marketing campaign generated 28 million impressions, and Planters noticed an inflow of recent followers, a lot of whom shared their shock moments with family and friends. In spite of everything, it’s not each day you get a personalized prize or a trip in a nut-themed automobile.
Key Takeaway: Make Your Prospects Really feel Like VIPs
The magic of “Shock & Delight” lies in its potential to show strange interactions into extraordinary experiences. For wholesome snacks and drinks manufacturers, this implies going past the everyday engagement methods and giving your prospects one thing they weren’t anticipating—however will completely love. Whether or not it’s a customized thanks, a shock product giveaway, or a small however significant reward, the purpose is to make your followers really feel appreciated and valued.
2. Leveraging Platform-Particular Content material to Maximize Engagement
In terms of social media advertising and marketing, it’s not sufficient to easily publish content material throughout all platforms and hope for one of the best. To actually stand out, your content material must be tailor-made to suit the particular wants and behaviors of every platform. This technique, often known as creating platform-specific content material, is all about crafting distinctive posts and media that resonate with the distinct audiences and options of every social channel.
For wholesome snacks and drinks manufacturers, this strategy ensures that your content material not solely will get seen but in addition generates actual engagement.
By understanding the strengths of various platforms—whether or not it’s Fb’s long-form engagement, Instagram’s visible storytelling, or TikTok’s fast-paced leisure—you’ll be able to create content material that leverages these strengths and encourages customers to interact along with your model in a means that feels pure for them.
Fantastic Pistachios, by way of their partnership with Amplify, embraced the ability of platform-specific content material to drive engagement and broaden their viewers. Their technique centered on aligning content material with particular themes—well being, meals, and health—whereas tailoring it to the distinctive codecs and options of every platform.
On Fb, Fantastic Pistachios used video content material to interact their viewers, tapping into Fb’s sturdy video ecosystem. This give attention to video helped enhance engagement exponentially.
The truth is, their video-based content material led to a 17.5% enhance in followers and a staggering 2,448 hours of consumed content material. By creating longer-form, extra detailed movies round subjects like wholesome consuming, health, and snack concepts, Fantastic Pistachios supplied worth to their viewers whereas conserving them engaged for longer durations of time.
In the meantime, on Instagram, Fantastic Pistachios capitalized on the ability of Reels, Instagram’s short-form video format, to achieve a wider viewers. The use of Reels led to a formidable 57% enhance in impressions, because the snack model’s content material turned extra discoverable by way of Instagram’s algorithm.
Reels have been excellent for exhibiting off the enjoyable, snacking moments that their viewers may relate to, serving to the model attraction to the health-conscious crowd on the lookout for fast snack choices that match their way of life. With over 1.1 million Reel performs, the model harnessed Instagram’s visible storytelling to maintain their followers engaged and drive huge attain.
Key Takeaway: Tailor Your Content material to Every Platform’s Strengths
For wholesome snacks and drinks manufacturers, the important thing takeaway right here is straightforward: don’t deal with all social media platforms the identical. Every platform has its distinctive strengths, and by crafting content material that aligns with these strengths, you’ll be able to considerably enhance engagement and broaden your attain.
3. Utilizing the Energy of Influencer Advertising and Paid Social to Increase Model Consciousness
You understand that feeling while you’re scrolling by way of Instagram and see your favourite influencer casually munching on a snack that appears too good to withstand? Immediately, you’re offered, and the following factor you recognize, you’re clicking by way of to purchase it. Now, think about in case your wholesome snack model may do this on a bigger scale. Welcome to the world of Influencer Advertising paired with Paid Social Advertising—a dynamic duo that may flip your model’s visibility into pure gold.
When performed proper, this technique has the ability to ascertain belief, seize consideration, and straight affect client habits. For wholesome snacks and drinks manufacturers, it’s the proper recipe for showcasing product advantages and creating genuine connections with health-conscious shoppers.
Why depend on conventional advertisements when you’ll be able to mix the attain of influencers with the concentrating on precision of paid social? Let’s check out how Pipsnacks nailed this strategy to skyrocket their model.
Pipsnacks, identified for his or her wholesome and distinctive snack choices, together with the beloved Pipcorn line, was seeking to increase model consciousness and drive on-line gross sales in a aggressive market. To face out, they took a two-pronged strategy, combining Influencer Advertising with Paid Social.
First, Pipsnacks partnered with well being and wellness influencers who already had the belief of their followers. These influencers have been supplied with Pipsnacks’ merchandise to try to share their genuine experiences. The influencers created a mixture of content material—Instagram stories, YouTube evaluations, and weblog posts—showcasing how Pipsnacks match seamlessly into their wholesome routines.
They highlighted key promoting factors such because the non-GMO, gluten-free nature of the merchandise, all whereas demonstrating how scrumptious and simple it’s to get pleasure from Pipcorn. This content material didn’t simply push merchandise; it constructed belief by exhibiting how Pipsnacks may match right into a health-conscious way of life.
Subsequent, to amplify this influencer-generated content, Pipsnacks launched dynamic advertisements throughout Instagram, Fb, and Pinterest. These advertisements have been visually vibrant, that includes beautiful photographs and movies of the merchandise in motion. The carousel advertisements showcased the completely different flavors of Pipcorn, whereas video advertisements demonstrated the distinctive, snackable expertise of having fun with the product.
Focused advertisements have been tailor-made to health-focused audiences—these concerned about health, wellness, and wholesome consuming. Interactive parts like swipe-up hyperlinks and shoppable posts made it extremely simple for potential prospects to discover and purchase straight from the advertisements.
The outcomes? Unbelievable. Because of this built-in technique, Pipsnacks noticed a 60% enhance in model consciousness and a 45% enhance in on-line gross sales. Influencer advertising and marketing helped set up Pipsnacks as a reliable and credible model within the well being house, whereas paid social advertisements elevated visibility and drove direct gross sales.
Key Takeaway: Combine Influencer Advertising with Paid Social Adverts for Most Impression
For wholesome snacks and drinks manufacturers, combining influencer advertising and marketing with paid social promoting can create a robust, built-in strategy to each constructing model consciousness and driving direct gross sales. The secret is utilizing influencers to construct genuine connections along with your target market whereas utilizing paid social to broaden your attain and encourage quick motion.
4. Use Artistic Campaigns to Increase Engagement
Ever considered turning your product’s elements right into a murals? If not, it’s time to begin considering exterior the snack bag. Artistic campaigns that mix product options with visually putting ideas not solely reinforce your model id however may also skyrocket engagement.
This isn’t about simply exhibiting your product on a plate or in a bowl. It’s about connecting along with your viewers in a means that feels natural, genuine, and, sure, even slightly creative. When your content material matches the vibe of the platform you’re utilizing and aligns with person expectations, the result’s engagement that blows conventional benchmarks out of the water.
Terra Chips, identified for its vibrant, vegetable-based chips, determined to showcase the pure pigments of their merchandise in a means that might make their viewers cease scrolling and begin watching.
The marketing campaign, constructed across the theme of “Snack in TERRAcolor,” used the greens of their chips as the muse for a shocking visible twist, turning them into precise paint. Sure, you learn that proper. They took their colourful greens and turned them into pigments, creating vivid paintings that was as visually partaking as their chips are to the tastebuds.
Right here’s the place it will get genius: The marketing campaign didn’t simply function fairly photos of greens. Terra Chips turned this inventive course of into shareable content material. They posted movies exhibiting how the pure pigments have been made and even how the paints have been used to create paintings. These movies have been then shared as promoted posts on Fb and Instagram, aligning completely with the platform’s visible nature.
On Fb, the marketing campaign obtained a jaw-dropping engagement charge of 47.76%, far surpassing the benchmark engagement charge of 5%. On Instagram, the outcomes have been equally spectacular—static photographs boasted an engagement charge of 21.44%, whereas the marketing campaign video reached an outstanding 55.28%.
To place it in perspective, the static picture alone had an engagement charge 16 instances greater than the common Instagram benchmark of two.95%. This wasn’t simply engagement; it was a transparent signal that inventive, visually interesting content material can outperform typical advert codecs when performed proper.
Key Takeaway: Flip Your Product right into a Artistic Story That Resonates
If you would like your wholesome snacks or drinks model to face out on social media, it’s time to suppose past primary product pictures and get inventive. Use your product’s pure options or elements as the muse for one thing visually putting. Whether or not it’s turning your elements into artwork, exhibiting them in motion, or just highlighting their vibrant colours, the bottom line is to align your content material with the visible preferences of your viewers and the platform.
5. Turning Your Product Right into a Each day Behavior
Let’s face it: in at the moment’s fast-paced world, comfort is king. In case your wholesome snacks or drinks model doesn’t align with the on-the-go way of life, you’re lacking out on an enormous viewers. Wholesome dwelling isn’t nearly selling the advantages of your product—it’s about exhibiting folks how simple and seamless it’s to include it into their day by day routine. If you meet your viewers the place they’re, each by way of way of life and mindset, you create a connection that goes past the product itself.
One of many smartest methods to do that is thru focused content material creation. By tailoring your content material to mirror the varied wants of your viewers, you’ll be able to show how your product suits into numerous existence. This strategy goes past simply showcasing your product’s advantages—it’s about positioning it as vital in on a regular basis life.
Quaker Oats, a family title, was going through a problem within the GCC area—whereas their oats have been seen as a staple for savory soups throughout Ramadan, they struggled to be acknowledged as a flexible, on a regular basis breakfast possibility. To alter this notion, the model wanted to point out shoppers that oats weren’t only for particular events—they could possibly be a fast, wholesome, and scrumptious a part of any day.
Quaker’s technique centered round focused content material creation that resonated with the varied existence of their viewers. By means of in-depth market analysis, they recognized key personas—health-conscious moms, busy professionals, health fans, and artistic cooks—every with their very own wants and preferences.
To interact these personas, Quaker created YouTube movies that confirmed how simply oats could possibly be built-in into conventional regional breakfasts, making them extra accessible and interesting. These movies demonstrated not solely how fast and simple oats are to arrange but in addition how versatile they are often, working in each savory and candy recipes.
The marketing campaign included a number of codecs for various platforms, with full-length movies for Fb and Instagram, together with shorter cutdowns optimized for Instagram Tales and feeds. These movies featured relatable characters making ready fast, on-the-go Quaker breakfasts, making it simple for viewers to check oats in their very own day by day routines.
Moreover, Quaker developed a year-long content material library that includes recipes, health ideas, and way of life pictures, making certain the model remained top-of-mind for its viewers even after the marketing campaign ended.
Key Takeaway: Place Your Product as a Each day Important
For wholesome snacks and drinks manufacturers, focused content material creation is a robust solution to place your merchandise as day by day necessities. Reasonably than simply specializing in the well being advantages of your product, present your viewers how simply it may be included into their busy lives. Create content material that speaks to completely different personas and their particular wants—whether or not that’s a fast breakfast for a busy mother, a post-workout snack for a health fanatic, or a handy snack for the workplace.
6. Use Humor and Relatability to Construct a Sturdy Reference to Your Viewers
One efficient technique for standing out amidst a sea of competitors is utilizing humor and relatability in your social media content material. When performed proper, this strategy humanizes your model, makes it extra approachable, and fosters a way of neighborhood along with your viewers. As an alternative of pushing a tough gross sales pitch, you’re creating an expertise that resonates along with your followers’ on a regular basis lives.
The important thing right here is to stability leisure with a refined reminder of what your model provides. When your content material looks like a pleasant dialog, fairly than a company message, it builds belief and loyalty. Humor additionally makes your model memorable, and when paired with relatable content material, it may possibly result in greater engagement charges and elevated model consciousness.
Harmless Drinks, identified for its wholesome smoothies and juices, took a singular strategy to social media by embracing the quirks and traits of platforms like TikTok. As an alternative of simply specializing in selling their merchandise, Harmless selected to create content material that felt human, approachable, and—above all—relatable. Their use of humorous TikTok movies that includes trending face filters and challenges units them other than typical model content material.
@innocentdrinks This filter is a part of our id now. #buysmoothies #seriousmarketingstuff #fypシ ♬ original sound – Samantha Clement
Reasonably than pushing gross sales, Harmless leaned into the on a regular basis struggles of their viewers, particularly these of social media managers attempting to create partaking content material. Their TikTok content typically offered humorous situations, tackling the challenges of being inventive whereas maintaining with ever-changing traits.
@innocentdrinks You could find our pictures in Costa*. We positively knew about it. That’s why we made this very actual picture of our Matt consuming one. *Ends 2.4.25. Taking part Costa GB shops solely. Will not apply if solely pictures are purchased. No further reductions. Topic to availability. FOR OUR ALT TEXT USERS This is a screenshot of a textual content chain we had with our boss. Boss: How’s the content material for pictures coming alongside? Us: Good, filmed it final night time. Even bought some lime in there as effectively. Boss: What? Us: You are at all times asking me to publish extra about fruit and veg. We then ship a photograph of some lime wedges subsequent to a pile of salt with the caption “See?” It is a very nice picture of limes if we do not say so ourselves. Boss: I am speaking about our immunity and intestine well being pictures you will get in Costa for £1. What are you speaking about? Us: Erm… Yeah, identical factor. Boss: Ship me the picture. NOW. That is the picture we despatched our boss. Our Matt’s consuming a shot with a gaggle of us cheering him on, and a lime wedge in his hand. The shot Matt’s consuming is our immunity shot, nevertheless it’s price saying we photoshopped that one in after. Though if our boss reads this, we positively requested Matt to drink our immunity shot. Not a completely completely different, just for adults type of pictures. #fyp ♬ オリジナル楽曲 – 厚揚げろが。
By staying in step with this playful, heat, and personable fashion, Harmless Drinks created a social media presence that felt extra like a dialog with a good friend than a standard model.
The outcome? Engagement charges exceeding 10% and a 10.33% follower progress charge over the previous 12 months. These outcomes have been achieved with a content material technique that prioritized relatability over product-heavy messaging. Their success got here from making folks smile, fairly than simply making them purchase.
Key Takeaway: Give attention to Relatable, Gentle-Hearted Content material to Construct Lasting Relationships
For wholesome snacks and drinks manufacturers, the key takeaway is straightforward: make your content material relatable and enjoyable. Transfer past the laborious promote and as an alternative give attention to creating content material that connects along with your viewers’s day by day experiences. Infuse humor, spotlight shared struggles, and don’t be afraid to point out the lighter aspect of your model. By doing so, you’ll create an enduring relationship along with your viewers, one which goes past the product and builds model loyalty.
Profitable Social Media Methods for Wholesome Snacks & Drinks Manufacturers
To thrive in social media advertising and marketing, health and diet manufacturers should create partaking, relatable content material. Leverage techniques like influencer partnerships, platform-specific content material, and shock giveaways to construct neighborhood and increase engagement.
By specializing in authenticity, creativity, and buyer connection, manufacturers can drive lasting loyalty and visibility. Implement these methods to take your model’s social media presence to the following degree and see long-term progress and success.
Steadily Requested Questions
What are the simplest social media platforms for selling wholesome snacks and drinks?
Platforms like Instagram, TikTok, and Fb are extremely efficient as a result of their visible nature and vast attain, permitting manufacturers to showcase merchandise engagingly.
How can influencer partnerships improve my model’s social media presence?
Collaborating with influencers introduces your merchandise to their followers, provides credibility, and drives engagement, particularly when influencers authentically align along with your model values.
What kind of content material resonates greatest with health-conscious shoppers on social media?
Content material that educates, entertains, and conjures up—comparable to informative posts about well being advantages, partaking recipes, and user-generated content material—tends to resonate effectively with health-focused audiences.
How can I leverage user-generated content material to spice up model authenticity?
Encouraging prospects to share their experiences and tag your model of their posts supplies genuine testimonials, fosters neighborhood, and enhances belief amongst potential prospects.
What function do contests and giveaways play in social media advertising and marketing for meals and beverage manufacturers?
Contests and giveaways can enhance engagement, broaden attain, and create pleasure round your merchandise, resulting in elevated model visibility and follower progress.
How vital is it to keep up a constant posting schedule on social media?
Consistency helps preserve your model top-of-mind, builds a loyal following, and improves algorithmic favorability, resulting in greater engagement charges.
How can I make the most of social media analytics to enhance my advertising and marketing methods?
Monitoring analytics permits you to perceive viewers habits, establish profitable content material, and modify your technique to boost engagement and obtain advertising and marketing targets.
Concerning the Creator
Author
Kalin Anastasov performs a pivotal function as an content material supervisor and editor at Influencer Advertising Hub. He expertly applies his website positioning and content material writing expertise to boost each bit, making certain it aligns with our pointers and delivers unmatched high quality to our readers.
