How Meal Kit & Delivery Brands Are Serving Up Winning Social Media Campaigns

In case you hadn’t noticed, meal kits are no longer just a convenient dinner option—they’ve become a culinary revolution. With a global market projected to soar from $16.81 billion to $51.78 billion by 2032, it's clear that more people are trading in their takeout menus for chef-curated boxes delivered right to their doorsteps. And in a world where convenience and health are key, social media is the perfect spice to the mix.

But here’s the real kicker: it's not just about delicious meals—it's about how brands are using social to deliver the goods. From influencer collaborations to user-generated content, today’s meal kit marketing is all about building a community and showcasing authenticity.

Need proof? Look no further than Mosaic Foods’ ugc-powered campaign that went beyond just tasty meals—it turned real-life creators into brand ambassadors with results worth salivating over.

So, ready to dig into the social media campaigns that are cooking up success in the meal kit world? Keep reading to discover how these campaigns are delivering big ROI with a side of creativity.

1. Frozen, Fast, and Fully On-Brand: Mosaic Foods’ Meal Kit Campaign Gets Creative with UGC

In today’s fast-paced, content-hungry world, it’s no secret that quality video content is king. But creating a robust video library from scratch? That’s a whole other ballgame, especially for a small team. Enter Mosaic Foods, a healthy frozen food delivery service that’s shaking up mealtime with plant-based, hand-cooked goodness. With the help of minisocial, they took the world of social media by storm—without breaking a sweat.

Strategic Approach: How They Did It

• Partnered with 25 creators to share their deliciously fast, plant-based meals.

• Cumulative following of 215K: this isn’t just a handful of niche influencers. This is a crowd, and it’s paying attention.

• 50+ fully licensed assets generated for long-term, multi-platform use. From emails to websites to social posts, these assets have serious shelf life.

• Earned media value of $8,750: the kind of return on investment that makes CFOs smile (and probably do a little happy dance in their office).

Campaign Impact: A Recipe for Success

Mosaic Foods faced a big challenge: creating engaging, authentic video content from a far-flung team of creators. After all, managing the logistics of food delivery, video production, and licensing for each piece can be a logistical nightmare. But with minisocial’s expertise, Mosaic was able to overcome this hurdle effortlessly.

The solution? Send their delicious, plant-powered meals to creators across the U.S., who then got busy showing how Mosaic’s meals fit perfectly into a busy lifestyle. Think quick, wholesome dishes made with ingredients you can actually pronounce. The creators transformed their kitchen counters into mini production studios, delivering Reels that featured the meals being prepped, plated, and enjoyed. From the looks of it, these meals weren't just healthy; they were also social-media gold.

@hypefam805 @Mosaic Foods #mosaicfoods #brandambassador #plantbasedtiktok #plantbased #plantbasedrecipes #fyp #healthyliving #recipesoftiktok #foodtiktok #foodie #foodtok #noonecanstopme #nfldraft #hairstyle #beforeandafter ♬ SALSA JAM NO.1 - Jaycee Mante

The numbers speak for themselves. With 50+ fully licensed video assets, Mosaic now has an entire content library to pull from for everything from paid ads to organic social content. These assets provide social proof, which, in the world of online purchasing, is the equivalent of having your best friend swear by a product before you make the jump. It’s trust, delivered straight to the feed.

Here’s the kicker: the partnership generated $8,750 in earned media value. That’s free publicity, folks. Mosaic Foods now has a treasure trove of content to work with, and let’s be real, good content is like the holy grail in today’s social media world. It’s reusable, it drives engagement, and it converts.

2. FoodSt: From Chef’s Kitchen to Digital Kitchen – A Flavorful Turnaround

If there’s one thing we can all agree on, it’s that food delivery has gone from a convenience to a necessity in today’s fast-paced world. But for FoodSt, a Sydney-based business that delivers traditional, home-cooked frozen meals, there was one major ingredient missing in their recipe for success: an effective social media marketing and advertising strategy. Enter Omneky, and the result was a virtual taste test of how AI can turn a struggling campaign into a marketing masterpiece.

Strategic Approach: How It Was Cooked Up

• AI-powered creative platform: Omneky’s tech helped FoodSt optimize their Facebook ads with personalized, high-performing creative content.

• Cost per purchase decrease: The big win—an 85% drop in cost per purchase. Let that sink in.

• 3x increase in purchases: With the new, AI-optimized campaigns, the meal orders went from simmering to sizzling.

• 5.22x return on ad spend: That’s the kind of ROI that would make any marketing chef proud.

Campaign Impact: A Recipe for Success

FoodSt had the ingredients of success: talented chefs, traditional family recipes, and a model that allowed users to join in and offer their own home-cooked meals. But the one thing missing? A solid, consistent social presence to attract customers and push those purchases over the line.

Before partnering with Omneky, FoodSt’s campaigns were burning through budget faster than you can say "pass the salt," with skyrocketing cost per purchase and a return on ad spend that looked more like a bad soufflé than a rising star. They were sitting on a supply of frozen meals and talented chefs, but orders weren’t coming in fast enough to keep up.

The partnership with Omneky was the perfect recipe for success. By leveraging Omneky’s AI-powered creative platform, FoodSt could finally prospect to thousands of potential customers. The results were instant and impressive. Using creative assets, Omneky was able to revamp their Facebook ads into a winning combo, attracting customers and quickly reducing inventory.

Source: Omneky

The most delicious part? The 85% reduction in cost per purchase. Now, FoodSt could serve up ads to their target audience without watching their marketing budget melt away. Purchases tripled, and the return on ad spend skyrocketed by over 5x. This wasn’t just a turnaround; this was a full-fledged marketing feast.

FoodSt now has the creative power and ad efficacy to stand out. Their strategic partnership with Omneky turned what was once a lackluster campaign into a social media-driven success story.

3. Kolamba At Home: Spicing Up Social Media for a Flavorful ROI

In social media marketing, it's easy to get lost in a sea of campaigns, but Kolamba At Home's journey from lockdown savior to social media superstar proves that with the right ingredients, a brand can not only survive but thrive. KW Marketing helped Kolamba stir the pot with a full-scale digital marketing overhaul that focused on leveraging the power of social media, and the results were nothing short of mouthwatering.

Strategic Approach: The Recipe for Digital Success

• Social Media Content Strategy: A tailored approach to Instagram and Facebook, showcasing Kolamba's authentic Sri Lankan dishes and engaging their customer base in real-time.

• Acquisition Channels: Paid social and PPC were given the necessary seasoning, turning previously underutilized platforms into revenue-generating machines.

Campaign Impact: From Quiet Service to Social Buzz

Before KW Marketing’s intervention, Kolamba At Home was a hidden gem, delivering quality Sri Lankan meal kits to customers, but struggling to keep their digital presence as vibrant as their flavorful dishes. Social media, however, was the secret ingredient they needed to fully spice up their strategy.

Enter Instagram and Facebook—two platforms that are perfect for food brands, and Kolamba At Home served it up in droves. From showcasing their iconic Jaffna Lamb Shank to highlighting their expertly crafted hoppers, their social feeds became a mouthwatering visual feast.

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A post shared by Kolamba (@kolamba.ldn)

The combination of stunning food photography, real-time engagement with fans, and targeted ads ensured that Kolamba’s following and sales began to rise. In fact, paid social campaigns saw a 120% increase in ROAS (Return on Ad Spend), proving that when you nail your digital marketing recipe, the payoff is delicious.

On top of this, the revitalization of email marketing added the cherry on top. Newsletters now carried more than just promotions—they were an opportunity to share the rich cultural stories behind each dish, building a deeper connection with customers and enticing new ones to try the authentic Sri Lankan flavors for themselves.

The Social Media Buzz

The results? 119% increase in website sessions and a 91% revenue spike. Thanks to their newly optimized social media presence, Kolamba At Home turned a solid product into a digital sensation. Their feed was no longer just a place for food pics—it was a direct line to loyal customers, new fans, and increased sales.

4. Sweet Tooth Bakery: A Social Media Slice of Sweet Success

In a world where food delivery apps reign supreme and attention spans are shorter than a dessert fork, Sweet Tooth Bakery took their social media game to the next level with a launch campaign that left followers hungry for more.

With a unique late-night dessert delivery service in Leeds, the bakery was ready to turn its social media presence into a confectionery powerhouse. And with a little help from graphic design magic, they did just that.

Strategic Approach: The Icing on the Cake

• Launch Campaign Posts: Eye-catching content designed to tease the new late-night delivery service and spark cravings.

• Customer Compliment Cards: Personalized QR-coded cards tucked into delivery bags, driving traffic back to Sweet Tooth’s website and encouraging direct orders.

• Menu Design: A stylish A5 printed menu that not only showcased their delicious offerings but also acted as a tangible piece of marketing material in the local area.

• Social Media Content: A mix of branded posts, graphic design, and animation that kept Sweet Tooth’s audience engaged while adding a sprinkle of fun to their feeds.

Campaign Impact: A Sweet Social Surge

From the moment Sweet Tooth Bakery dropped their new late-night delivery service into the social media sphere, their followers could practically taste the goodness. The bakery’s launch campaign was a masterclass in content creation, using visually appealing social media posts to highlight their mouthwatering menu while creating buzz around their late-night offerings.

But it wasn’t just about the food. It was about crafting an experience. Through clever design and attention-grabbing animations, Sweet Tooth Bakery’s content felt fresh, fun, and perfectly on-brand. Whether it was a late-night craving post or a sneak peek of their dessert menu, their social media presence became a digital dessert table that customers just couldn’t resist.

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A post shared by Sweet Tooth Bakery (@sweettoothbakeryuk)

The addition of compliment cards with QR codes was a stroke of genius. These cards, nestled in delivery bags, weren’t just a cute add-on—they were a direct link to Sweet Tooth’s website, encouraging customers to order again and again. By creating a seamless path from delivery to online orders, the bakery maximized its chances for repeat business while reducing reliance on third-party apps.

Thanks to the stellar social media strategy, Sweet Tooth Bakery’s visibility soared. By leveraging Instagram, Facebook, and a little bit of graphic design magic, they effectively communicated their unique late-night service and product offerings to both new and loyal customers. This wasn't just a dessert delivery service; it was a lifestyle brand in the making.

5. My Muscle Chef: A Social Media Feast That Hits All the Right Notes

In a crowded meal prep market, where convenience meets nutrition in a battle of perfectly portioned meals, My Muscle Chef was on a mission to make their mark. And what better way to stand out than by combining influencer magic with a clever affiliate marketing campaign? Enter “A Week of My Muscle Chef Meals”—a campaign that proved the power of social media partnerships and a well-chosen brand fit.

Strategic Approach: The Recipe for Success

• Social Media Publisher Partnership: Collaborating with @eatingupwiththehannashians, a local Sydney influencer with 56,000 followers and a passion for food.

• Content Strategy: The influencer shared daily Instagram videos showcasing My Muscle Chef meals during peak lunch hours, demonstrating the convenience and health benefits of the brand.

• Exclusive Offer: The use of the EATUP20 code, which offered $20 off first orders, created a sense of urgency and incentivized followers to act fast.

• Tracking Performance: Commission Factory introduced a clickless code functionality, allowing for seamless tracking of campaign performance without relying on traditional links.

Campaign Impact: A Social Media Surge

When eatingupwiththehannashians started posting her reviews, My Muscle Chef’s social media presence took a massive leap. Each video received 5k to 10k views in its first week, with followers tagging friends and sharing their love for the brand.

But it wasn’t just about views—it was about engagement. The campaign sparked conversations, with viewers not only commenting on the meals but also discussing the convenience factor and the meal variety, making the brand feel like an essential part of their daily routine.

The timing was spot-on, as the videos were posted during lunch breaks, giving followers that perfect mid-day nudge to consider healthier, ready-to-eat options. Plus, the EATUP20 code offered an irresistible discount, further driving conversions.

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A post shared by Sydney food & more (@eatingupwiththehannashians)

The response was overwhelming: within 48 hours of launching, eatingupwiththehannashians became one of My Muscle Chef's top ten affiliates, surpassing KPIs and outperforming over 200 in-house ambassadors by a staggering 600% across all digital channels.

The Social Media Buzz

Thanks to the personalized, authentic feel of the posts, eatingupwiththehannashians quickly became a top-performing ambassador for the brand. She didn’t just talk about meals—she made her audience believe that My Muscle Chef was the solution to their health-conscious, time-strapped lives.

And this approach paid off in spades: the campaign contributed to a 33.55% quarter-on-quarter increase in sales revenue and helped secure 5.8% of new customers and 17.3% of new customer revenue for the brand.

With My Muscle Chef’s strong brand alignment with the influencer’s food-focused audience, this campaign wasn’t just another influencer partnership. It was a full-blown success, demonstrating how the right fit and authentic content can create massive social media-driven results.

6. EatSure’s Rakhi Campaign: A Heartfelt Tribute to the Heroes Behind Every Delivery

EatSure’s Raksha Bandhan campaign stood out as a beautiful reminder of the often-overlooked heroes of the food delivery world: the delivery personnel, affectionately known as ‘bhaiyas.’

With a simple yet emotional gesture, EatSure turned this festival of sibling bonds into a celebration of care and gratitude for the individuals who ensure our food arrives hot and on time—no matter what festival or family occasion they might be missing.

Strategic Approach: Delivering a Heartfelt Message

• Targeted Campaign Execution: Launched across 200+ cities in India, with Rakhis included in over 50,000 deliveries during the Raksha Bandhan period.

• Surprise Element: No pre-promotion. The campaign was entirely kept under wraps to make it a true surprise, enhancing the emotional impact.

• Organic Social Media Buzz: Customers were invited to tie the Rakhi to their delivery partner, generating organic shares of stories and photos across platforms like Instagram and LinkedIn, leading to 1 million impressions.

• Emotional Connection: By incorporating the spirit of Raksha Bandhan, EatSure tapped into the emotional core of the festival—protection and appreciation—while simultaneously honoring delivery personnel.

Campaign Impact: When Small Gestures Make Big Waves

The campaign’s impact was immediate and heartwarming. EatSure’s strategy wasn’t about pushing a product; it was about fostering a sense of community and appreciation between customers and the delivery personnel who often work tirelessly behind the scenes. The campaign invited customers to honor their delivery partner by tying the Rakhi, which became a symbolic act of gratitude and recognition.

While many brands turn festivals into a marketing opportunity, EatSure’s campaign was all about authenticity. Instead of bombarding customers with promotional messages, they allowed the surprise to unfold naturally.

As a result, customers shared their experiences on social media, tagging EatSure and celebrating the emotional connection. The campaign quickly went viral, with hundreds of customers posting heartfelt stories about their ‘bhaiyas’ and the joy of receiving their Rakhi surprise.

The Social Media Buzz

What started as a thoughtful gesture blossomed into an organic social media sensation. By honoring delivery workers in such a personal way, EatSure’s campaign created a ripple effect that extended far beyond their own platform. The campaign not only generated 1 million impressions but also triggered a movement, as customers tied Rakhis to delivery personnel from platforms like Zomato and Big Basket, amplifying the campaign’s reach.

Unlocking Social Media Success in Meal Kits & Delivery

These campaigns reveal the power of authentic, emotional connections and AI-driven optimization in social media marketing. By leveraging influencer partnerships, customer engagement, and innovative seasonal tactics, brands saw remarkable results.

In an industry where personalization and real-time engagement are key, future trends will emphasize deeper consumer relationships and AI-powered strategies. Brands should keep experimenting, stay agile, and tap into these evolving opportunities to stand out in a crowded market.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.