Influencer marketing in the food and beverage industry isn’t just a passing trend—it’s a full-course feast of opportunity. With the global influencer marketing industry expected to hit $32.55 billion in 2025, it’s clear this is no flash-in-the-pan trend.
In fact, brands are increasingly tapping into the power of micro-influencers, geo-targeted campaigns, and long-term partnerships to boost engagement and build trust with their audiences.
But here’s the kicker: these aren’t just cookie-cutter strategies. The real magic happens when brands embrace creativity and authenticity, and that’s exactly what’s shaking things up in the F&B space.
Case in point? Riva Blu’s smart, geo-targeted influencer campaign. Instead of going for broad, blanket exposure, Riva Blu embraced the power of local influencers to create buzz around their restaurants in Manchester, Liverpool, Leeds, and Birmingham. The results? Well, let’s just say it’s more than just mouthwatering dishes—they served up a 2.6 million reach and over £117K media value.
Want to know the secret sauce behind their success? Keep reading to uncover the strategy shaping the F&B industry today!
- 1. Geo-Targeted Influencer Campaigns for Local Awareness
- 2. Sensory-Driven Content to Engage Audiences Emotionally
- 3. Allowing Creators Full Creative Freedom to Connect with Audiences
- 4. Affiliate-Driven Influencer Programs to Boost Brand Loyalty
- 5. Multi-Platform Influencer Campaigns to Expand Reach
- 6. Brand Fit Influencers for Authentic Connections
- Savoring Success: Future-Proof Strategies for Food & Beverage Brands
- Frequently Asked Questions
1. Geo-Targeted Influencer Campaigns for Local Awareness
Forget national campaigns with cookie-cutter posts from megastars who’ve never set foot in your restaurant. If you want to make noise in the F&B world — especially in hospitality — go hyper-local, high-touch, and highly curated. This strategy hinges on leveraging a geo-targeted influencer crawl that blends luxe dining vibes with creator authority in key local markets.
The secret sauce? Instead of hosting one big influencer event or relying on wide-net exposure, this approach treats every city like its own micro-market. You source niche lifestyle and foodie influencers in each individual location, invite them for tailored IRL experiences, and let them create organic content that reflects their personal interaction with the space, food, and atmosphere.
Think of it as a curated city-by-city tasting tour — but with ring lights and Reels.
That’s exactly what Riva Blu pulled off with its four-city influencer strategy. With restaurants in Manchester, Liverpool, Leeds, and Birmingham, the brand didn’t just blast the same message across all channels.
Instead, it worked with Find Your Influencer to hand-pick lifestyle and foodie creators in each city, ensuring each restaurant got love from creators who not only had audience trust but lived close enough to visit — and more importantly, revisit.
This wasn’t a one-size-fits-all activation. Riva Blu extended personalized invitations, tailored creative briefs, and gave influencers free rein to showcase what mattered most to them — whether that was the dreamy seasonal dishes, the Insta-worthy interiors, or those open-air terraces that practically scream “Rosé o’clock.”
The campaign balanced quality content with volume, collecting over 279 pieces of UGC across 60 creators. It also layered on paid amplification to stretch organic content into new corners of each market.
Results & Analysis
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2.6 million reach
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25,000+ engagements
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£117K media value
That’s not just brand awareness — that’s regionally scaled micro-influence at its best. By letting creators become city-specific brand ambassadors, Riva Blu was able to drive awareness where it mattered most — at the doorstep of their physical locations.
Key Takeaway
Looking back on this strategy, I can’t help but think that hyper-local influencer campaigns are really the way forward. The closer the creator is to the location, the more authentic and impactful their content becomes.
It’s not about casting the widest net; it’s about making sure your message feels personal and relevant to the people who can actually walk through your door. If you haven’t tried this approach yet, I highly recommend you start focusing on community-level influencer partnerships to drive stronger, more engaged results.
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2. Sensory-Driven Content to Engage Audiences Emotionally
In the world of packaged foods, your biggest competitor isn’t always the brand on the same shelf — it’s the scroll. The solution? A “Sensory-First” influencer strategy that prioritizes emotional and visual desire over pushy sales tactics.
This method is all about turning user-generated content into a digital tasting experience. Think cinematic food content that hits all five senses, layered with a creator’s unique voice and persona. And crucially, no over-polished, ad-screams-branded content. Just drool-worthy storytelling that romanticizes the product instead of explaining it.
That’s exactly how Bega Cream Cheese reintroduced itself to Aussie kitchens — by spotlighting its lesser-known cream cheese line with a campaign that felt more “TikTok comfort food moment” than “corporate rollout.”
Their chosen creator? TikTok fave @stayforlunch, a known king of cozy, craveable, home-cooked vibes. He made one single recipe — a creamy potato bake so enticing it practically oozed through the screen. The cheese? Front and center. Featured early, integrated naturally, and hyped subtly as the only right choice for that dish.
@stayforlunch Creamy potato bake with Bega Cheese’s Australian made cream cheese block. Head to your local supermarket and grab yourself a block. #AD #begacreamcheese #australianowned #potatoes #creamypotatoes #potatobake #potatorecipes #easyrecipes ♬ UNDERWATER WONDERSCAPES (MASTER) - Frederic Bernard
No laundry list of brand talking points. No "this video is sponsored by." Just good food, real vibes, and sensory pull so strong you could practically smell the cheese bubbling.
And it worked.
Results & Analysis
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1,338% reach rate (yes, four digits)
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Over 7x more views than his usual posts
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$0.01 cost per view
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$2.51 CPM (budget marketers everywhere just fainted)
This wasn’t just about showcasing ingredients — it was about making the audience want to be the person cooking that dish. Desire first, logic later.
And that’s where emotional resonance beats traditional brand selling.
Key Takeaway
If there’s one thing I’ve learned from running food campaigns, it’s this: emotion wins over logic every time. When you focus on creating content that makes people feel something — whether it’s a craving or a sense of nostalgia — the results speak for themselves.
It’s not enough to show off your product; you have to make people experience it, even through a screen. If you want your content to be shareable and memorable, try thinking beyond the product itself and instead tap into those sensory triggers that make people need it in their lives.
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3. Allowing Creators Full Creative Freedom to Connect with Audiences
Let’s be honest — when it comes to marketing wine, you’re not solving a problem… you’re selling a mood. And that’s why this strategy is all about giving creators space to romanticize your product on their own terms.
No rigid briefs. No talking points. Just one central prompt: How does this product fit into your life? Then? Let them run wild.
This is the Creative Freedom Collab, and it’s built on one belief: trust the creators you hire. You chose them because of their aesthetic, their voice, and their audience. Now let them do what they do best — create content that resonates.
Enter Zilzie Wines, who tossed the traditional script out the window with a brief that basically said: “Here’s the wine. Show us your story.”
They sourced non-traditional creators — artists, makers, creatives — and gave them full freedom to produce content that integrated Zilzie Wines into their personal narratives.
No forced clinks or overdone charcuterie shots. Just videos of artists unwinding with a glass after a painting session, crafters celebrating small wins with a pour, or creators sipping and reflecting on their day.
This approach romanticized everyday luxury, without making it feel forced or promotional. Each creator made something visually stunning, emotionally resonant, and most importantly, uniquely their own.
Results & Analysis
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15 custom assets from just one open brief
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Diverse, creator-led storytelling that highlighted the wine as an extension of lifestyle
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Campaign content closed with the line: “This is my story. What’s yours?” — inviting viewers to see themselves in the experience
This wasn’t content made for ads. It was content made for people — which is exactly why it worked.
Key Takeaway
Honestly, I’m a huge believer in trusting your creators. The more freedom you give them, the more authentic and impactful the content will be. When you bring in someone with the right vibe and style, they know how to weave your product into their life in a way that feels real to their audience.
No amount of scripting or control will ever beat that organic, unforced connection. So, if you’re micromanaging your influencers, maybe it’s time to loosen up and let them bring their unique voice to your brand.
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4. Affiliate-Driven Influencer Programs to Boost Brand Loyalty
When you're looking to turn influencers into brand ambassadors, there’s one strategy that really stands out: affiliate-driven influencer programs. These programs reward creators directly for their sales, making them more invested in your brand’s success. The key here is to create a seamless, easy-to-join affiliate program that allows influencers to promote your product without barriers, while giving them real-time tracking and incentives to keep them engaged.
By integrating a simple sign-up process, offering unique tracking links, and incentivizing quick action with bonuses, you not only build a strong affiliate army but you also create an ecosystem of influencers who feel personally connected to your brand's success.
Take Javy Coffee — they nailed this approach by offering a transparent and simple affiliate program. Influencers could sign up, immediately receive a personalized referral link, and start earning commissions as soon as they share it. Javy went beyond the basics by adding bonus incentives for influencers who hit sales targets quickly, which created a sense of urgency and excitement.
But it didn’t stop there. Javy leveraged user-generated content (UGC) from influencers to not only enhance its social presence but also reduce content creation costs. They reshared influencer posts on platforms like Instagram and TikTok, giving influencers visibility and an expanded reach, which led to even more conversions.
Results & Analysis
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Over 7 million potential audience reach
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High influencer engagement with bonus commissions as an extra motivator
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Strong increase in affiliate-driven sales and brand visibility
This strategy allowed Javy Coffee to expand their customer base quickly while keeping their influencer partners happy and engaged.
Key Takeaway
If you’re a brand looking to scale quickly, affiliate programs should be at the top of your list. The quicker you make it for influencers to start earning, the more likely they are to dive in headfirst and create content that really resonates. It’s a win-win: they earn, you grow, and your brand becomes part of their story.
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5. Multi-Platform Influencer Campaigns to Expand Reach
If there’s one thing we know about influencer marketing, it’s this: don’t put all your eggs in one platform. Expanding your influencer campaign across multiple platforms — especially when you’re dealing with food and delivery services — multiplies your reach and diversifies the types of content you’re getting. From Instagram Reels to TikTok videos to long-form blog posts or YouTube reviews, each platform has a unique way of engaging audiences.
This multi-platform approach allows you to target different segments of your market based on where they spend their time, which boosts awareness, trust, and conversion.
Smoke House Deli used this multi-platform approach to amplify their home delivery service. They didn’t just stick to food influencers; they broadened their net by partnering with lifestyle influencers who could showcase the convenience and experience of enjoying restaurant-quality food at home. Influencers created Instagram Reels showing food deliveries arriving at their doorstep, and some also shared personal experiences with Smoke House Deli’s unique ambiance.
By using both food-specific creators and lifestyle influencers, Smoke House Deli reached a diverse audience across two major cities, Delhi and Bangalore, and built awareness for their delivery service without being overly pushy.
Results & Analysis
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80K+ reach and 70K+ views on Instagram Reels
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Engaged a wide range of audiences from foodies to casual home-diners
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Achieved significant engagement from both food-centric and lifestyle influencers
The beauty of this strategy was its ability to capture attention from different angles, increasing brand visibility and ultimately driving more delivery orders.
Key Takeaway
If you're not already utilizing multiple platforms, you’re leaving engagement on the table. Don’t just stick to one influencer; explore a mix of platforms and content formats. That’s how you future-proof your campaigns and reach your audience wherever they are.
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6. Brand Fit Influencers for Authentic Connections
One of the most powerful tools in influencer marketing is brand alignment. You don’t just need influencers with big followings — you need influencers whose values and passions align closely with your brand. This strategy is all about finding creators who truly resonate with your product and have an organic connection to your brand’s mission.
When your product and the influencer’s personal brand match, authenticity and trust naturally follow.
By targeting influencers who live and breathe your brand’s values — in this case, veganism and fitness — you’re ensuring that the content feels genuine and relatable, which boosts engagement and brand loyalty.
Misfits did an exceptional job with this strategy by tapping into influencers who were already aligned with their values of fitness and veganism. By working with over 200 influencers who genuinely cared about health, sustainability, and plant-based eating, Misfits was able to create a campaign that felt authentic to their target audience.
Instead of just targeting any fitness influencer, they focused on creators who had a passion for veganism — a perfect fit for their protein bars.
These influencers didn’t just promote the product; they integrated it into their lifestyle and shared personal stories, making the campaign feel natural and credible.
Results & Analysis
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13.9 million total audience reach
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Over 300 stories live, generating buzz and excitement across fitness and vegan communities
The results speak for themselves. By choosing the right influencers with shared values, Misfits was able to seamlessly introduce its product to a new audience in the US while staying true to its core message.
Key Takeaway
When you align your brand with influencers who genuinely fit, it doesn’t feel like a sale — it feels like a conversation. Take the time to find influencers who believe in what you’re selling, and you’ll see stronger, more meaningful engagement. Authenticity isn’t just a trend; it’s the backbone of influencer marketing.
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Savoring Success: Future-Proof Strategies for Food & Beverage Brands
Influencer collaborations continue to thrive in the food and beverage industry, with brands excelling through authenticity, multi-platform engagement, and value-driven partnerships. Key strategies like affiliate programs and targeted influencer pools are proving highly effective for driving loyalty and brand visibility.
To stay ahead, brands should keep experimenting, embrace influencer-generated content, and build genuine, value-based relationships. The future is about deeper connections and creative campaigns that break the mold.
Frequently Asked Questions
What is influencer marketing in the food and beverage industry?
Influencer marketing involves partnering with individuals who have a strong online presence to promote food and beverage products, aiming to reach targeted audiences authentically.
How do I choose the right influencers for my food brand?
Select influencers whose audience aligns with your target market and who authentically connect with your brand values.
hould I collaborate with macro or micro-influencers?
Micro-influencers often offer higher engagement rates and more targeted audiences, making them valuable for niche marketing.
What type of content works best for food and beverage influencer campaigns?
High-quality, visually appealing content like videos and images showcasing your products in relatable settings resonate well with audiences.
How can I ensure authenticity in influencer partnerships?
Allow influencers creative freedom to present your products in a natural and genuine manner that aligns with their personal brand.
What metrics should I track to measure the success of my influencer campaigns?
Monitor engagement rates, reach, website traffic, and sales conversions to assess the effectiveness of your campaigns.
How can I leverage seasonal trends in my influencer marketing?
Align your campaigns with seasonal events and holidays to make your products more relatable and timely.
Is it beneficial to work with influencers outside the food niche?
Yes, partnering with lifestyle, fitness, or travel influencers can introduce your products to broader audiences and showcase diverse usage.
