The world of TikTok and Instagram advertising and marketing within the meals and beverage sector is serving up some critically tasty tendencies—assume viral humor, influencer collabs, and a touch of AI innovation. With TikTok’s 1.58 billion monthly users (sure, billion), it’s clear that the platform is now 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 conserving issues enjoyable and contemporary. Add in Instagram Reels, the last word hub for storytelling with a facet of gorgeous visuals, and also you’ve bought a full-course meal of social media advertising and marketing alternatives.
And let’s not neglect about influencers, who’re cooking up some severe 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, as an illustration. 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 maintain studying to find how they brewed up a viral sensation.
Prepared to find the campaigns which might be shaping the way forward for meals and beverage advertising and marketing? Let’s dig in!
1. Second Cup TikTok Marketing campaign: Brewing Up Some Severe 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 touch 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 relationship again to 1975, wished to shake issues up. With a aim to seize the hearts (and stomachs) of youthful espresso drinkers, they went large with an April Fool’s joke that was, properly, simply plain enjoyable.
Image this: Peanut Butter & Jelly Swirl Smoothies, Every thing Bagel Lattes, and Maple Bacon Explosion Frochos. No, your eyes aren’t deceiving you; these “new” drinks have 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 allure.
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 Adverts—a superb 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 top consequence? A viral sensation that made TikTokers query actuality.
@secondcupcanada Are you able to attempt our latest drinks?! 🤩 Say hey to the Peanut Butter and Jelly Swirl Smoothie, the Every thing Bagel Latte & the Maple Bacon Explosion Frocho. 👋🏻 This caption has additionally been generated by Chat GPT. Slay. 💅🏻 #secondcupcafe #proudcanadiancoffee #fyp #foryou #fypシ #secondcup #coffee #secondcupcoffee ♬ son original – 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 artistic company Dreww, Second Cup didn’t simply create buzz—they brewed up a dialog, conserving espresso lovers engaged and curious.
On the planet of TikTok marketing, the place tendencies evolve quicker than a barista’s latte artwork expertise, 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 value 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 chunk, 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 further “wow,” Chips Ahoy! rolled out a Branded Impact that allowed customers to interact with the product in a playful manner—by “catching” digital confetti cookies.
@snarkymarky #AD CHIPS AHOY! is right here for blissful! Check out this tremendous enjoyable filter to see what number of Confetti Cake Cookies you may gather. Blissful sixtieth Birthday CHIPS AHOY! #ChipsAhoyTurns60 #ChipsAhoyConfettiCake ♬ original sound – mark
This wasn’t only a enjoyable gimmick; it saved the model high of thoughts whereas providing a gamified expertise that was tailored for TikTok’s interactive viewers. Plus, with Superlike Interactive Add-ons and TopView advertisements, the marketing campaign bought most publicity whereas driving increased engagement from viewers who have been already within the temper to rejoice.
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 price noticed a 9.2% increase 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 have 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 correct mix of influencer partnerships, platform-specific artistic, and interactive advertisements, you may take a conventional 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 may really join with.
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3. Beck’s Beer on TikTok & Instagram: A Sip of Creative Success
Beck’s Beer, the long-lasting German Pilsner, wasn’t simply brewing up chilly beers—they have been brewing a storm of creativity with their Impartial 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 method to get Gen Z buzzing concerning the new collection, they usually turned to influencer marketing to serve up some severe visibility. Spoiler alert: mission completed.
To mark the second consecutive U.S. launch of their Impartial Artist Sequence, Beck’s joined forces with Linqia to create a extremely participating, influencer-driven campaign. The aim? Generate buzz, improve 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 manner 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 inventive 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, making certain most attain throughout each platforms. It was an omnichannel push, similar to a well-balanced beer that hits each word.
The Outcomes: A Marketing campaign That’s Positively Value Elevating a Glass To
The numbers communicate volumes. Beck’s marketing campaign didn’t simply attain the plenty; it related with them on a significant degree. The influencers collectively reached a powerful 7 million individuals, with visitors to Beck’s Impartial 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 stable 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 superbly crisp glass of beer, solely to have everybody cheers with pleasure.
Beck’s didn’t cease there. The model strategically repurposed influencer-generated content for their very own social channels, amplifying their attain and boosting credibility. Plus, due to Linqia’s in-depth analytics and cross-platform technique, Beck’s was capable of see a 5.2% elevate in advert recall and a stable 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 right influencers and leveraging TikTok and Instagram in a considerate, artistic manner, they managed to raise their model whereas staying true to their inventive roots. The marketing campaign was an ideal mix of creativity, artistry, and technique—similar 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 dwelling, was about to take a deep dive into TikTok’s potential for buyer acquisition. However as an alternative of simply sipping on some superficial engagements, they have been aiming to brew a full-bodied technique that may not solely entice consideration however convert it into precise gross sales.
Enter Highrise Marketing—the masterminds behind the marketing campaign that promised to show Grind’s TikTok exercise into one thing that wasn’t only a fleeting development however a measurable asset. Spoiler alert: they nailed it.
The technique right here wasn’t nearly tossing just a few TikTok ads 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 staff crafted content material that wasn’t simply participating however tailor-made particularly to TikTok’s dynamic viewers. With TikTok’s numerous consumer base in thoughts, the artistic showcased Grind’s distinctive espresso choices whereas staying true to the model’s ethos: daring, trendy, 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 will be – audios4you
However right here’s the place issues bought actually attention-grabbing: attribution. With 79% of TikTok-driven purchases not being correctly attributed through commonplace last-click attribution fashions, Grind knew they wanted one thing extra sturdy than Google Analytics.
So, Highrise developed a proprietary device that seamlessly built-in TikTok’s information, Google Analytics, first-party information, and Fospha information. 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 have 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. Nevertheless it didn’t cease there. The client acquisition price (CAC) dropped by a cool 28%, proving that TikTok wasn’t only a flash-in-the-pan channel for Grind—it was a sensible funding.
And when Grind in contrast TikTok’s efficiency towards different acquisition platforms, the outcomes have been crystal clear: TikTok customers have been more likely to transform than these coming from different channels. This meant higher price efficiencies, extra gross sales, and a clearer path to scaling their TikTok efforts.
Grind’s TikTok 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 respectable buyer acquisition powerhouse. With the precise technique, information integration, and killer artistic, 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 recognized 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 consequence? 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 trying to throw some advertisements into the TikTok universe and hope for the perfect. No, they wished to craft a content material technique that delivered, and SHS made certain to season it good. Short-form video? Verify. Influencer collaborations? Completely. Chef partnerships with business heavyweights like Dan Hong and Morgan McGlone? You wager!
@bondimealprep This Christmas, Bondi Meal Prep is making your vacation season a complete lot simpler and extra scrumptious! We’ve teamed up with the unimaginable Morgy McGlone to deliver you a mouthwatering festive menu that’ll wow your style buds and go away 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 own home on Christmas Eve Decide up your order on Christmas Day Order now and make this Christmas unforgettable! 💚 #fitnessmotivation #fitness #smallbusiness #fitness #mealprep #bondimealprep #fyp#fitnessgoals#foryou#fy#foryoupage ♬ original sound – Bondi Meal Prep
The technique was a masterclass in easy methods to mix participating content material with sensible focusing on.
SHS’s strategy was constructed on data-driven selections that prioritized engagement and conversions, utilizing TikTok’s distinctive promoting instruments to spice up model consciousness and drive visitors to the web site. And let’s simply say it labored. Plus, their advertisements have been so good that they made it to the highest ranks, turning into one among Australia’s best-performing TikTok advertisements 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 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 throughout the health-conscious group, making certain the model stayed high of thoughts for these trying to eat clear with out the trouble.
What units this marketing campaign aside wasn’t simply the quantity of content material—it was the standard. Collaborations with high 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 proper mixture of strategic promoting, participating content material, and star-studded partnerships helped Bondi rise to the highest of the meal prep business. This marketing campaign didn’t simply succeed—it served up a feast of success that’s sure to encourage future manufacturers trying to make their mark on TikTok.
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6. Pukka Pies: A Heritage Model’s TikTok Evolution
When Pukka Pies, the long-lasting 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 perfect. No, they embraced the wild world of TikTok, a platform recognized 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—assume TV advertisements and out-of-home placements. With a loyal fanbase primarily aged 55+, the model was discovering it onerous 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 name, and The Wild by Jungle company, the model made a bold pivot to TikTok. This was a significant step, as Pukka had beforehand tried to determine a social presence on Instagram, nevertheless it by no means fairly felt like the precise match. Instagram’s shiny, curated nature didn’t match the genuine, no-frills vibe Pukka was recognized for.
TikTok, then again, was an ideal match for the model’s down-to-earth ethos, the place individuals will be foolish, relatable, and actual with out being too polished.
With meals debates like ketchup vs. brown sauce on pies and user-generated content exhibiting off artistic pie recipes, Pukka embraced TikTok’s community-driven tradition. And naturally, the model didn’t neglect its roots—bringing in grassroots soccer content material to faucet right into a ardour level for youthful audiences.
@officialpukka Which slice of summer season are you able to relate to probably the most? #pukkasliceofsummer #pukkapies #summerfood ♬ original 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 manner. 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 technology with out shedding its genuine allure. 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 precise stability of nostalgia, authenticity, and group engagement, Pukka Pies efficiently turned their conventional heritage right into a contemporary, trendy story that resonated with youthful audiences. TikTok didn’t simply assist them increase their numbers—it gave Pukka Pies a complete 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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Profitable 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 potential 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 selections and focused advertisements guarantee conversion.
Because the business evolves, embracing authenticity and user-generated content material might be key to staying related. Get artistic, experiment, and let social media do the heavy lifting!
Incessantly 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 subjects.
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; as an illustration, Chipotle’s #ChipotleSponsorMe 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 keep up relevance, as seen with manufacturers like Doritos, which engages customers via fashionable 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 gives, and interactive polls, enhancing engagement and driving 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 optimization and content material writing expertise to boost every bit, making certain it aligns with our tips and delivers unmatched high quality to our readers.
