Top Vegan & Plant-Based Food Influencer Campaigns You Need to See

Influencer marketing is having its moment—and by moment, we mean it’s on track to become a $32.55 billion industry by 2025. That’s a whole lot of brand collaborations, influencer shoutouts, and viral content.

As the landscape evolves, brands are getting savvier, shifting from the “one-size-fits-all” influencer approach to one that’s more targeted, authentic, and platform-specific. Instagram still reigns supreme, but TikTok’s trend-driven vibe is rapidly catching up. In fact, influencer content that feels genuine and less like an ad is now the gold standard for driving engagement.

Which brings us to one campaign that nailed these shifts: Primal Kitchen’s "Flipping Delicious" summer grilling campaign. By tapping into TikTok’s fun, immersive nature and pairing up with influencers who truly vibe with the brand’s mission, Primal Kitchen generated authentic content that connected with millions.

Want to know the secret sauce behind their success? Keep reading to discover the genius of this campaign, as well as 5 other campaigns from the vegan and plant-based sector.

1. Grill & Thrill: How Primal Kitchen Cooked Up TikTok Magic with Influencers

Primal Kitchen’s summer campaign, bursting with sizzling ASMR sounds and drool-worthy recipes, is the kind of influencer-driven success we love to talk about. By leveraging TikTok's food-obsessed, health-conscious crowd, this campaign didn’t just promote products; it created a full-on sensory experience. And the result? A fire-grilled success story that’s still crackling with engagement.

Strategic Approach:

• Partnered with TikTok Creator Marketplace API partner Captiv8 for data-driven influencer selection

• Focused on creating authentic, non-promotional content that fit seamlessly into TikTok’s native trends (ASMR, plant-based food hacks, and quick dinner inspo)

• Collaborated with four creators, including @BigBoyCooks and @CookLikeaMother, who appealed to niche audiences: keto, plant-based, and time-saving cooking enthusiasts

Primal Kitchen’s mission is clear: inspire healthier eating without compromising on taste. What better way to do this than by teaming up with the right influencers on the world’s favorite app for food trends? TikTok was a natural choice to reach health-conscious, grill-loving audiences, especially in the lead-up to summer. The goal was simple—make Primal Kitchen products part of those TikTok-worthy grilling moments.

The solution was to ditch the “ad” feel and embrace authentic creator content that fit seamlessly into users' feeds. The campaign leaned into native TikTok trends, especially the ever-popular ASMR genre. Imagine the sizzle of fresh veggies on a grill, the crunch of lettuce, and the unmistakable sound of that perfect burger patty being flipped—sounds that, according to TikTok behavior, demand to be heard with the volume cranked up.

From there, Primal Kitchen partnered with creators like @BigBoyCooks, who brought keto grilling tips, and @CookLikeaMother, who showcased how busy moms can enjoy healthy meals without sacrificing flavor.

@primalkitchenfoods @bigboycooks Smash burgers are a must add to your next grilling cook out! #PrimalKitchen #flippingdelicious ♬ original sound - Primal Kitchen Foods

And, of course, the results were mouth-watering. The campaign generated over 2 million video views, 200k engagements, and 30k videos created. Those aren’t just numbers; that’s a massive community of passionate food lovers making Primal Kitchen part of their summer grilling traditions.

Some more results:

• 330,000+ impressions

• 8.37% average engagement rate

• 74% positive sentiment

• +12% lift in ad recall and +13% lift in purchase consideration

The feedback was immediate, with loyal fans raving about their favorite Primal Kitchen products, while first-time viewers couldn’t wait to buy. With an 8.37% engagement rate, the campaign not only reached but resonated with its audience—paving the way for more grilling season successes.

2. Granola Gets Real: Cerbona’s Vegan Launch Powered by Nano & Micro Influencers

When Cerbona launched its vegan granola in Hungary, they knew they had to make some noise—and not the generic, “Hey, try this product” kind of noise. No, they wanted authentic buzz, the kind that comes from everyday people sharing their real experiences. Enter nano and micro influencers, who’ve proven time and time again to be the unsung heroes of influencer marketing.

Strategic Approach:

• Activated 200 nano and micro influencers to generate buzz

• Targeted influencers who were already part of the vegan or health-conscious communities

• Focused on authentic product trials and sharing personal experiences via blog articles and social media content

Cerbona’s approach was as simple as it was effective: harness the power of influencers who genuinely align with the brand. They didn’t turn to the big-name influencers with million-dollar contracts (who, let’s face it, are often more about the paycheck than the product). Instead, they rallied 200 influencers who were actual consumers of granola or already living a vegan lifestyle.

These were influencers that their followers trusted, because they were just like them.

By selecting these influencers from the TRND.hu platform, Cerbona created a strong, relatable foundation for the campaign. Influencers were encouraged to try both flavors of the granola, share their experiences, and post beautifully crafted content—real reviews from real people. This wasn’t a campaign about pushing products; it was about sharing an experience, which in turn, made Cerbona stand out in a crowded market.

@cerbona Te tartod a vegán januárt? 🤗 #cerbona #müzli #müzliszelet #granola #gabona #zab #gyümölcs #zabpehely #természetesen #egészségtudatos #egészséges #egészség #étkezés #reggeli #tízórai #tápanyag ♬ eredeti hang - Cerbona

The campaign had an undeniable impact. With 636 influencer-created pieces of content published across various social media platforms, the granola didn’t just get exposure; it generated significant engagement. The campaign’s estimated online reach? Take a look at the results for yourself.

Key Results:

• 200 influencers engaged in content creation

• 415,811 total online reach

• 707 product trials

• 97 brand referrals

The beauty of this campaign wasn’t just the numbers—it was the trust factor. When nano and micro influencers speak, their followers listen. This isn’t just marketing; it’s the kind of organic word-of-mouth that’s almost impossible to fake. Cerbona’s vegan granola was able to carve out a meaningful space in consumers' minds (and kitchens) through authentic, relatable, and downright tasty content.

3. "Sushi Gets a Veggie Makeover: KellyDeli's Deliciously Disruptive Campaign"

When KellyDeli—home of the beloved SushiDaily brand—decided to launch a veggie sushi line, they didn’t just want to dip their toes into the plant-based trend. Oh no, they went full sushi roll, aiming for nothing less than a disruptive, attention-grabbing campaign. And when it comes to food marketing, disruptive is exactly what gets people talking.

Strategic Approach:

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

• Engaged a mix of micro, mid, and macro influencers to target different audience segments and maximize reach

• Focused on flexitarians, vegans, and vegetarians—those increasingly conscious of both their health and environmental impact

• Designed the campaign to raise awareness, drive engagement, and tell a compelling brand story in just 48 hours

The goal? To get people excited about veggie sushi, not just for its health benefits but also for its role in reducing environmental impact. SushiDaily’s new veggie line wasn't just about offering an alternative to meat or fish; it was about promoting sustainability and appealing to the growing number of flexitarians—consumers who aren’t strictly vegan or vegetarian but are keen to make more eco-friendly food choices.

With Brainpull at the helm, the influencer marketing strategy was set to roll (pun intended). The campaign targeted Italy, France, and the UK, where sushi is practically a national pastime. They selected influencers who were already in tune with the veggie, vegan, and flexitarian lifestyles—individuals whose audiences trusted their every food recommendation. The campaign utilized a mix of influencer types to meet different goals: awareness, storytelling, and engagement, all within just two days of activity.

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Megan | Vegan Travel Blog (@megansweeworld) 分享的帖子

The results? Well, they’re almost as impressive as the sushi itself. The campaign generated 1 million impressions in just 48 hours—a jaw-dropping result for any brand. With over 4,200 new followers and nearly 5,700 pieces of content generated, KellyDeli’s veggie sushi was quickly making waves.

The combination of well-placed influencer storytelling and a timely product launch had a remarkable effect on engagement, while the message of sustainability resonated deeply with consumers.

By tapping into the flexitarian trend, KellyDeli positioned their veggie sushi as more than just a plant-based option—it became part of a larger conversation about sustainability, health, and conscious eating. In a world where plant-based diets are no longer a niche but a movement, this campaign was the sushi roll that everyone wanted to try.

4. "Gifting Done Right: Gifta and Gosh! Food’s Influencer-Driven Recipe for Success"

Gosh! Food partnership with Gifta is a textbook example of how influencer gifting can be a game-changer for brands looking to build authentic relationships and meaningful content. Instead of relying on the usual paid partnerships, Gifta took a different approach by carefully curating influencers who were genuinely passionate about the plant-based and health-conscious lifestyle that Gosh! Food champions.

For this campaign, Gifta tapped into 320 micro-influencers who were a perfect fit for the brand. They didn’t just select influencers randomly—each one was chosen based on their alignment with Gosh! Food’s values, ensuring that the campaign felt organic and true to both the brand and the influencer’s audience.

By focusing on vegan, vegetarian, and health-conscious creators, Gifta was able to connect with a community that already cared about what they were promoting, which led to a more natural and persuasive product story.

But here’s where it gets really smart: Gifta gave the influencers the freedom to create their own content, rather than pushing a rigid marketing script. This allowed the creators to express their thoughts and experiences with Gosh! Food products in their own voices, ensuring that the content felt authentic. No fluff, no over-hyped promises—just real stories from real people.

This kind of genuine content is what drives engagement and sparks meaningful conversations. Influencers were empowered to review the products as they saw fit, and as a result, the campaign saw an impressive amount of high-engagement content.

To keep things fresh, Gifta also crafted campaigns around seasonal themes, like summer picnics, which gave influencers a reason to post within a concentrated period of time.

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A post shared by Gosh! (@gosh_food)

This approach not only created a sense of urgency but also helped amplify the overall reach. Each influencer’s excitement around the campaign translated into multiple posts, with many influencers sharing up to four pieces of content.

On top of the influencer magic, Gifta’s logistics game was on point. They carefully handled the storage and distribution of the products, ensuring that perishable items were kept fresh and safe for delivery. Gifta’s expertise in temperature control and insulated packaging allowed them to scale the campaign without any hiccups.

Meanwhile, real-time tracking and analytics gave Gosh! Food the insights they needed to measure success, from engagement rates to overall impressions.

The results speak for themselves:

• over 1,200 pieces of content
• 167k engagement
• 4.7% engagement rate

At the end of the day, the campaign was a win across the board. By focusing on creating authentic, influencer-driven content and managing every detail with precision, Gifta helped Gosh! Food stand out in a crowded market.

5.  "Good Protein Powers Up with Billo: A Recipe for Influencer-Driven Success"

Good Protein, a rising star in the vegan protein market, faced a classic dilemma: how to scale up their influencer-driven content creation without breaking the bank. Enter Billo, an influencer marketing platform that brought a game-changing solution to the table—connecting Good Protein with the right creators while maintaining authenticity, efficiency, and cost-effectiveness.

Strategic Approach:

• Leveraged Billo’s platform to tap into a diverse pool of creators

• Focused on authentic, high-quality video ads for Meta and TikTok

• Ensured a cost-effective content creation process, sidestepping high influencer fees

• Streamlined the production process to generate high engagement and sales growth

Good Protein, founded in 2019, quickly became a leading player in the competitive vegan protein space by offering clean, delicious, and affordable products. However, as their marketing ambitions grew, they encountered a hurdle: how to generate authentic, engaging video content without going the traditional influencer route.

While the influencer market is vast, finding creators who could seamlessly blend sincerity with scripted content on camera—and doing so without blowing their budget—proved tricky.

With its intuitive platform, Billo allowed Good Protein to seamlessly connect with a network of creators capable of producing high-quality, authentic video content. No more scrambling to coordinate with expensive, big-name influencers—Billo provided an affordable way to scale content creation and diversify the brand’s outreach. The ease of use and smooth integration into Good Protein's workflow made Billo the perfect partner for their content needs.

@goodprotein You really need these All-in-One Shakes in your life 😍 #goodprotein #veganprotein ♬ original sound - goodprotein

The campaign didn’t just check the box for operational efficiency; it also brought tangible results. Thanks to Billo’s ability to streamline video production and connect Good Protein with the right creators, the brand was able to boost their Meta and TikTok advertising efforts significantly.

The peak? November's Black Friday campaign, which became their best sales month of the year. The urgency and authenticity of the content not only drove engagement but also helped generate a notable rise in sales. With 50 high-quality videos planned each month moving forward, Good Protein is poised to continue capitalizing on this success.

Key Results:

• 350% increase in Meta spending within a year

• Highest sales month of the year during Black Friday

• Streamlined, cost-effective influencer partnerships that ensured high-quality content

In the ever-competitive vegan protein space, Good Protein's strategic use of Billo proves that when you blend authenticity, efficiency, and a strong creator network, you can turn influencer marketing into a powerhouse.

6. "Feeding the Buzz: Tesco’s Plant-Based Dinner Party That Got Everyone Talking"

Tesco’s latest influencer campaign for its new Plant Chef and Wicked Kitchen vegan lines didn’t just raise the bar—it set the table for a whole new level of plant-based excitement. In anticipation of Veganuary, Tesco didn’t just hand out products to influencers and call it a day. Instead, they hosted an exclusive dining experience that was equal parts delicious and strategically brilliant.

Strategic Approach:

• Hosted an exclusive, immersive dining experience for influencers

• Selected 200 influencers with a combined audience of over 5 million followers

• Crafted content tailored to each influencer’s strengths (Instagram posts, stories, IGTV)

• Focused on educating and exciting audiences about the ease and joy of plant-based eating

The task was clear: build anticipation for Tesco’s new range while expanding the established Wicked Kitchen line. But instead of a traditional product launch, Tesco served up something much more engaging—a 5-course tasting menu at a one-of-a-kind event. Influencers were invited to document the meal, highlighting how simple, tasty, and exciting plant-based food can be when it’s backed by Tesco.

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A post shared by Tesco (@tesco)

With a careful selection of 200 influencers—each one vegan, vegetarian, or a passionate cooking enthusiast—Tesco targeted an audience that already had a vested interest in plant-based living. The influencers, with a combined audience of more than 1 million followers, were tasked with sharing their experiences through Instagram stories and IGTV, maximizing both reach and engagement.

This wasn’t your average influencer content. It was high-quality, authentic storytelling with a clear message: reducing meat consumption is not only easy, it’s also delicious, thanks to Tesco’s range of innovative, plant-based options. The dinner party setting and the beautiful dishes made for highly shareable content, sparking excitement in followers and prompting plenty of positive comments and interactions.

Key Results:

• 70 pieces of content generated across multiple Instagram formats (posts, stories, IGTV)

• 700% social growth for Tesco

• Over 2.5m reach across all created media

In just a few short weeks, Tesco had created a buzz that left everyone hungry for more. The campaign not only generated excitement around the new product range but also built lasting connections with a passionate audience. By playing to each influencer’s content strengths, Tesco turned their plant-based products into the stars of the show—making it clear that eating more plants and less meat doesn’t mean sacrificing taste or convenience.

What Brands Can Learn from Plant-Based and Vegan Influencer Wins?

The campaigns analyzed reveal key strategies for brands to boost their plant-based initiatives. First, influencer partnerships are most effective when content feels authentic, whether it's empowering creators to share genuine experiences or inviting them into immersive experiences.

Second, targeting niche communities like vegans, flexitarians, and cooking enthusiasts allows for more meaningful engagement. Lastly, diversifying content across platforms, such as TikTok, Instagram, and even influencer gifting, maximizes reach and impact.

Brands must innovate with these approaches, embracing both authenticity and efficiency to stand out in the competitive vegan and plant-based space. Future trends may continue to shift toward sustainability and hyper-targeted influencer collaborations.

About the Author

Nadica Naceva

Writer

Nadica Naceva, Head of Content at Influencer Marketing Hub, is a seasoned writer and reviewer with in-depth expertise in digital and content marketing. Leveraging her extensive experience in guiding content creation and strategic direction, Nadica brings a critical eye and analytical approach to reviewing articles and educational pieces. Her commitment to accuracy, integrity, and innovation with each review helps IMH grow as a leading source in influencer marketing. Her insights are backed by first-party data, ensuring content meets the highest standards of relevance.