The world of TikTok and Instagram marketing in the food and beverage sector is serving up some seriously tasty trends—think viral humor, influencer collabs, and a dash of AI innovation. With TikTok’s 1.58 billion monthly users (yes, billion), it’s clear that the platform is no longer just for dance challenges and lip-syncing.
Now, it’s the go-to spot for brands eager to catch the attention of Gen Z and beyond, all while keeping things fun and fresh. Add in Instagram Reels, the ultimate hub for storytelling with a side of stunning visuals, and you’ve got a full-course meal of social media marketing opportunities.
And let’s not forget about influencers, who are cooking up some serious engagement in the food space, with food influencer marketing projected to grow by a staggering 42%. Whether it’s humor, user-generated content (UGC), or the futuristic touch of AI, brands are exploring new ways to captivate their audience.
Take Second Cup, for instance. They didn’t just dip their toes into TikTok—they cannonballed right in with a bold blend of humor, creativity, and artificial intelligence. But what happened next? Well, you’ll have to keep reading to discover how they brewed up a viral sensation.
Ready to discover the campaigns that are shaping the future of food and beverage marketing? Let’s dig in!
- 1. Second Cup TikTok Campaign: Brewing Up Some Serious Buzz!
- 2. Chips Ahoy! A Confetti-Fueled Celebration of Success
- 3. Beck’s Beer on TikTok & Instagram: A Sip of Artistic Success
- 4. Grind Coffee x Highrise Marketing: Brewing Up TikTok Like Never Before
- 5. Bondi Meal Prep: A TikTok Feast of Engagement & Success
- 6. Pukka Pies: A Heritage Brand’s TikTok Evolution
- Winning Campaigns for Food & Beverage Brands on Social Media
- Frequently Asked Questions
1. Second Cup TikTok Campaign: Brewing Up Some Serious Buzz!
When Second Cup decided to take on TikTok, they didn’t just dip their toes into the social media waters—they cannonballed straight into the Gen-Z and Millennial pool. Their April Fool’s prank? A caffeinated masterpiece that blended humor, creativity, and a dash of artificial intelligence. It’s like they brewed up the perfect shot of espresso—strong, bold, and undeniably attention-grabbing.
The Strategy: A Bold Blend of Humor and Creativity
Second Cup, a Canadian coffee brand with a rich history dating back to 1975, wanted to shake things up. With a goal to capture the hearts (and stomachs) of younger coffee drinkers, they went big with an April Fool’s joke that was, well, just plain fun.
Picture this: Peanut Butter & Jelly Swirl Smoothies, Everything Bagel Lattes, and Maple Bacon Explosion Frochos. No, your eyes aren’t deceiving you; these "new" drinks were straight out of the ChatGPT kitchen. But wait—there’s a twist! The whole thing was an April Fool’s prank. And it worked like a charm.
So, how did Second Cup pull this off? They didn’t just throw some random content on TikTok and call it a day. They strategically used TikTok’s Spark Ads—a brilliant move that allowed them to promote organic posts while leveraging the power of the platform’s community.
And let’s be real: TikTok loves authenticity, so they delivered just that with clever skits, fast edits, and the always-popular Green Screen effect. The end result? A viral sensation that made TikTokers question reality.
@secondcupcanada Are you ready to try our newest drinks?! 🤩 Say hello to the Peanut Butter and Jelly Swirl Smoothie, the Everything Bagel Latte & the Maple Bacon Explosion Frocho. 👋🏻 This caption has also been generated by Chat GPT. Slay. 💅🏻 #secondcupcafe #proudcanadiancoffee #fyp #foryou #fypシ #secondcup #coffee #secondcupcoffee ♬ son original - Second Cup Café
Were those drinks real? Could they be? The comments section became a caffeine-fueled debate!
The Results: A Viral Success with Frothy Engagement
The campaign racked up over 934,000 video views, 660,000 impressions, and a frothy 476,444 reach. Talk about making a splash! It wasn’t just the numbers that impressed; it was the genuine connection with the audience. With the help of the creative agency Dreww, Second Cup didn’t just create buzz—they brewed up a conversation, keeping coffee lovers engaged and curious.
In the world of TikTok marketing, where trends evolve faster than a barista’s latte art skills, Second Cup’s playful approach landed perfectly. The campaign was bold, shareable, and—dare I say—grounds for a brand new chapter in the company’s social media playbook. Second Cup didn't just show up; they made their mark with a cup of creativity, humor, and just the right amount of digital spice. That’s a recipe for success that’s worth savoring!
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2. Chips Ahoy! A Confetti-Fueled Celebration of Success
When it comes to cookie brands, few do it quite like Chips Ahoy!. Their cookies, loaded with chocolate chips in every bite, have been a go-to sweet snack for decades. But when they hit their 60th birthday, they didn’t just settle for a birthday cake—no, they went all-in with a TikTok-first celebration to engage younger audiences and introduce their new Confetti Cake Cookie.
Talk about raising the bar (and the cookie jar)!
For Chips Ahoy!, the mission was clear: reach Gen Z where they live—on TikTok. Their strategy? To bake up a campaign that was part festivity, part fun, and all about engaging with the vibrant TikTok community.
By tapping into TikTok’s powerful creator ecosystem, Chips Ahoy! collaborated with five Gen Z influencers—each bringing their unique humor and positivity to the table, including creators like @snarkymarky, @citron_rosee, and @owenconnlly.
But they didn’t stop there. To add some extra “wow,” Chips Ahoy! rolled out a Branded Effect that allowed users to engage with the product in a playful way—by “catching” virtual confetti cookies.
@snarkymarky #AD CHIPS AHOY! is here for happy! Try out this super fun filter to see how many Confetti Cake Cookies you can collect. Happy 60th Birthday CHIPS AHOY! #ChipsAhoyTurns60 #ChipsAhoyConfettiCake ♬ original sound - mark
This wasn’t just a fun gimmick; it kept the brand top of mind while offering a gamified experience that was tailor-made for TikTok’s interactive audience. Plus, with Superlike Interactive Add-ons and TopView ads, the campaign got maximum exposure while driving higher engagement from viewers who were already in the mood to celebrate.
The Results: A Viral Hit Worth Celebrating
The numbers don’t lie: Chips Ahoy! nailed it with this campaign. Over the course of an 8-week flight, the TopView CTR increased by a jaw-dropping 10.1%, and their TopView engagement rate saw a 9.2% boost compared to TikTok’s benchmarks in Canada.
But wait—there’s more. The Branded Effect 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 put it bluntly, these results were 129% higher than the TikTok Canada benchmarks. The campaign went from “let’s have some fun” to “holy cookies, we’ve just gone viral!”
Chips Ahoy! proved that with the right mix of influencer partnerships, platform-specific creative, and interactive ads, you can take a traditional brand and turn it into a digital sensation. This campaign wasn’t just about promoting cookies—it was about creating a community experience that Gen Z could truly connect with.
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3. Beck’s Beer on TikTok & Instagram: A Sip of Artistic Success
Beck’s Beer, the iconic German Pilsner, wasn’t just brewing up cold beers—they were brewing a storm of creativity with their Independent Artist Series. This limited-time collection of artist-designed bottles, featuring the likes of Kid Cudi and Marc Ecko, had the perfect recipe for a social media splash.
Beck’s needed a way to get Gen Z buzzing about the new series, and they turned to influencer marketing to serve up some serious visibility. Spoiler alert: mission accomplished.
To mark the second consecutive U.S. launch of their Independent Artist Series, Beck’s joined forces with Linqia to create a highly engaging, influencer-driven campaign. The goal? Generate buzz, increase traffic, and amplify brand awareness.
Beck’s tapped 27 influencers, who created authentic, art-centric content around the limited-edition bottles and the 3-minute video detailing each artist’s inspiration. This wasn’t just about promoting beer; it was about celebrating artistry and creativity in a way that resonated deeply with a younger audience.
The execution was as smooth as Beck’s lager. The campaign leveraged TikTok’s dynamic nature, partnering with influencers to generate viral-worthy content that both celebrated the artistic designs and the backstory behind them.
But the real twist? The campaign wasn’t confined to TikTok—Linqia’s creators spread the love across Instagram, ensuring maximum reach across both platforms. It was an omnichannel push, just like a well-balanced beer that hits every note.
The Results: A Campaign That’s Definitely Worth Raising a Glass To
The numbers speak volumes. Beck’s campaign didn’t just reach the masses; it connected with them on a meaningful level. The influencers collectively reached an impressive 7 million people, with traffic to Beck’s Independent Artist Series content soaring by 130%. Talk about a frosty success!
What’s even more impressive? The engagement. The View Thru Rate on TikTok was a whopping 41.5%, a solid 29% higher than TikTok’s benchmark. The campaign also saw 102% more mentions and a massive 160,400 products transferred to cart, resulting in a $2.8 million carted value. It’s like pouring a perfectly crisp glass of beer, only to have everyone cheers with excitement.
Beck’s didn’t stop there. The brand strategically repurposed influencer-generated content for their own social channels, amplifying their reach and boosting credibility. Plus, thanks to Linqia’s in-depth analytics and cross-platform strategy, Beck’s was able to see a 5.2% lift in ad recall and a solid 1.7% increase in purchase intent. That’s not just brand awareness—it’s a blueprint for converting awareness into sales.
Simply put, Beck’s Beer nailed it. By partnering with the right influencers and leveraging TikTok and Instagram in a thoughtful, creative way, they managed to elevate their brand while staying true to their artistic roots. The campaign was a perfect blend of creativity, artistry, and strategy—just like their signature brew. Cheers to that!
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4. Grind Coffee x Highrise Marketing: Brewing Up TikTok Like Never Before
Grind Coffee, London’s beloved brand for premium coffee at home, was about to take a deep dive into TikTok’s potential for customer acquisition. But instead of just sipping on some superficial engagements, they were aiming to brew a full-bodied strategy that would not only attract attention but convert it into actual sales.
Enter Highrise Marketing—the masterminds behind the campaign that promised to turn Grind’s TikTok activity into something that wasn't just a fleeting trend but a measurable asset. Spoiler alert: they nailed it.
The strategy here wasn’t just about tossing a few TikTok ads into the ether and hoping they’d go viral. Grind and Highrise knew they needed to go beyond the surface.
The objective? Not just engagement, but measurable conversions—real sales, real impact. To make this happen, the team crafted content that wasn’t just engaging but tailored specifically to TikTok’s dynamic audience. With TikTok’s diverse user base in mind, the creative showcased Grind’s unique coffee offerings while staying true to the brand’s ethos: bold, modern, and accessible.
@grind NEW flavoured coffee pods are here! Meet Pumpkin Spice and Mocha. #pumpkinspice #autumnaesthetic #coffeepods #coffeemachine #coffeeaddict #mocha #chocolate #kitchen #kitchengadgets ♬ life will be - audios4you
But here’s where things got really interesting: attribution. With 79% of TikTok-driven purchases not being properly attributed via standard last-click attribution models, Grind knew they needed something more robust than Google Analytics.
So, Highrise developed a proprietary tool that seamlessly integrated TikTok’s data, Google Analytics, first-party data, and Fospha data. This powerful combo helped them measure the true impact of their TikTok activity—because, let’s face it, no one likes to waste money on guesses.
The Results: Pouring More Profit Into Every Cup
The campaign’s results were enough to make any coffee lover’s heart race. Grind saw an 11% increase in return on ad spend (ROAS), which is like hitting a double shot of espresso straight to the brand’s bottom line. But it didn’t stop there. The customer acquisition cost (CAC) dropped by a cool 28%, proving that TikTok wasn’t just a flash-in-the-pan channel for Grind—it was a smart investment.
And when Grind compared TikTok's performance against other acquisition platforms, the results were crystal clear: TikTok users were much more likely to convert than those coming from other channels. This meant better cost efficiencies, more sales, and a clearer path to scaling their TikTok efforts.
Grind’s TikTok campaign wasn’t just another attempt at social media advertising—it was a data-driven success story that proves TikTok isn’t just for memes and dances. It’s a legitimate customer acquisition powerhouse. With the right strategy, data integration, and killer creative, Grind was able to turn TikTok into a cup of profit that brewed up measurable results.
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5. Bondi Meal Prep: A TikTok Feast of Engagement & Success
When Bondi Meal Prep, the Australian brand known for delivering fresh and healthy meals, decided it was time to turn up the heat on their digital presence, they partnered with SHS to cook up a recipe for TikTok success. The result? A campaign that didn’t just add flavor to their marketing strategy—it created a full-on digital feast that had the internet coming back for seconds.
Bondi Meal Prep wasn’t just looking to throw some ads into the TikTok universe and hope for the best. No, they wanted to craft a content strategy that delivered, and SHS made sure to season it just right. Short-form video? Check. Influencer collaborations? Absolutely. Chef partnerships with industry heavyweights like Dan Hong and Morgan McGlone? You bet!
@bondimealprep This Christmas, Bondi Meal Prep is making your holiday season a whole lot easier and more delicious! We’ve teamed up with the incredible Morgy McGlone to bring you a mouthwatering festive menu that’ll wow your taste buds and leave the stress out of your holiday ✨ Leave the cooking to us and choose how’d you like your Christmas feast: Have your order delivered to your home on Christmas Eve Pick 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 strategy was a masterclass in how to blend engaging content with smart targeting.
SHS’s approach was built on data-driven decisions that prioritized engagement and conversions, using TikTok’s unique advertising tools to boost brand awareness and drive traffic to the website. And let’s just say it worked. Plus, their ads were so good that they made it to the top ranks, becoming one of Australia’s best-performing TikTok ads for business.
The Results: A Meal Prep Campaign that’s Served with Extra Success
But numbers are where the real magic happened. The 743% surge in website traffic is just the beginning. Bondi Meal Prep’s TikTok strategy wasn’t just about getting eyes on the brand—it was about getting conversions, too. Thanks to 60+ influencer collaborations, the campaign made waves within the health-conscious community, ensuring the brand stayed top of mind for those looking to eat clean without the hassle.
What sets this campaign apart wasn’t just the volume of content—it was the quality. Collaborations with top chefs and influencers brought a touch of culinary credibility, pushing Bondi Meal Prep into the spotlight while making it feel like a “must-have” product. This wasn’t just about building brand awareness; it was about creating a buzz that stuck.
In short, Bondi Meal Prep’s TikTok journey wasn’t just a marketing campaign; it was a five-star digital meal. The perfect combination of strategic advertising, engaging content, and star-studded partnerships helped Bondi rise to the top of the meal prep industry. This campaign didn’t just succeed—it served up a feast of success that’s bound to inspire future brands looking to make their mark on TikTok.
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6. Pukka Pies: A Heritage Brand’s TikTok Evolution
When Pukka Pies, the iconic British comfort food brand, decided it was time to spice up its marketing, they didn’t just toss their vegan society-approved meat-filled pie into the digital oven and hope for the best. No, they embraced the wild world of TikTok, a platform known for viral dances and meme-worthy content, and gave their traditional marketing strategy a modern, social-first makeover.
The goal? To break through to younger audiences while still honoring the brand’s heritage. And let’s just say, they baked up a strategy that turned out tasty results.
For years, Pukka Pies has been the cornerstone of British football games and family dinners, but their marketing relied heavily on traditional channels—think TV ads and out-of-home placements. With a loyal fanbase primarily aged 55+, the brand was finding it hard to connect with younger generations who’d never even heard of their flaky, delicious pies.
Enter TikTok, where authenticity and creativity reign supreme.
Led by Rachel Cranston, Pukka’s head of brand, and The Wild by Jungle agency, the brand made a bold pivot to TikTok. This was a major step, as Pukka had previously tried to establish a social presence on Instagram, but it never quite felt like the right fit. Instagram’s glossy, curated nature didn’t match the authentic, no-frills vibe Pukka was known for.
TikTok, on the other hand, was a perfect match for the brand’s down-to-earth ethos, where people can be silly, relatable, and real without being too polished.
With food debates like ketchup vs. brown sauce on pies and user-generated content showing off creative pie recipes, Pukka embraced TikTok’s community-driven culture. And of course, the brand didn’t forget its roots—bringing in grassroots football content to tap into a passion point for younger audiences.
@officialpukka Which slice of summer can you relate to the most? #pukkasliceofsummer #pukkapies #summerfood ♬ original sound - Pukka Pies
The content wasn’t just about selling pies; it was about getting involved in conversations and creating a genuine connection with fans.
The Results: A TikTok-Driven Taste of Success
The results? Well, Pukka’s TikTok gamble paid off in a big way. Over two months, the brand saw a 700% increase in followers, and their content racked up 43,000 engagements and 2.54 million video views. That's like turning a humble pie into a viral sensation—no easy feat!
This wasn’t just about numbers; it was about reinventing a heritage brand for a new generation without losing its authentic charm. Pukka showed that even the most established brands can breathe new life into their marketing strategies by adapting to the unique nature of TikTok.
By finding the right balance of nostalgia, authenticity, and community engagement, Pukka Pies successfully turned their traditional heritage into a fresh, modern story that resonated with younger audiences. TikTok didn’t just help them boost their numbers—it gave Pukka Pies a whole new slice of cultural relevance.
And with more pies flying off the shelves, it looks like this is just the beginning of their delicious TikTok journey.
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Winning Campaigns for Food & Beverage Brands on Social Media
The success of these campaigns highlights the power of authentic content, influencer partnerships, and community engagement. TikTok’s ability to drive virality and Instagram’s visual storytelling continue to dominate. Brands should leverage influencer-driven strategies to create real conversations, while data-driven decisions and targeted ads ensure conversion.
As the industry evolves, embracing authenticity and user-generated content will be key to staying relevant. Get creative, experiment, and let social media do the heavy lifting!
Frequently Asked Questions
What makes TikTok effective for food and beverage marketing?
TikTok's short-form video format and viral trends allow brands to showcase products creatively, engaging a broad audience through entertaining content.
How can Instagram enhance marketing efforts for food brands?
Instagram's visual-centric platform is ideal for sharing high-quality images and videos of food items, fostering brand aesthetics, and connecting with food enthusiasts.
What role do influencers play in these marketing campaigns?
Influencers amplify brand messages by reaching targeted audiences authentically, as seen with Poppi's partnership with TikTok influencer Alix Earle during Coachella, which boosted brand visibility.
How do food trends on TikTok impact brand marketing?
Viral food trends, like the baked feta pasta, can rapidly increase product demand, presenting opportunities for brands to capitalize on trending topics.
What are the benefits of collaborating with food influencers on Instagram?
Collaborations with food influencers can enhance brand credibility and reach, as demonstrated by brands like Hero Bread, which partnered with influencers to drive sales and engagement.
How important is user-generated content (UGC) in these campaigns?
UGC fosters community engagement and trust; for instance, Chipotle's #ChipotleSponsorMe campaign encouraged fans to create content, leading to increased brand interaction.
What strategies can brands use to stay relevant on TikTok?
Brands should participate in trending challenges and collaborate with influencers to maintain relevance, as seen with brands like Doritos, which engages users through popular TikTok trends.
How can Instagram Stories be utilized for food marketing?
Instagram Stories offer a platform for sharing behind-the-scenes content, limited-time offers, and interactive polls, enhancing engagement and driving traffic to product pages.
