In the ever-expanding world of meal kits and delivery services, influencer marketing has become the secret sauce behind brand success. With the market projected to skyrocket from $22.8 billion in 2024 to a jaw-dropping $67.4 billion by 2034, it's no surprise that brands are turning to social media tastemakers to drive growth. The recipe for success? A mix of macro and micro-influencers, authentic content, and performance tracking that guarantees a solid return on investment.
As brands diversify their influencer tiers, the emphasis has shifted toward more relatable, personal content—think family dinners, meal prep moments, and health-conscious choices. But how does all this translate into real results? Let’s take a look at one campaign that blended these elements to perfection: HelloFresh's Australian influencer marketing strategy.
Ready to uncover the secret sauce behind their success? Keep reading to explore the campaign that helped HelloFresh sizzle in the Aussie market, and discover the top social media marketing campaigns shaking up the meal kit and services industry.
- 1. HelloFresh Serves Up Success with Influencer Marketing Down Under
- 2. Kilimo Hai’s Organic Influence: A Campaign That's Fresh and Full of Flavor
- 3. Imperfect Foods’ Influencer Campaign: A Recipe for ROI Success
- 4. OKONO’s Keto Launch: A Tasty Recipe for Influencer and Media Success
- 5. DoorDash's Miami Move: Influencers Serving Up Success
- 6. Uber Eats' Influencer Feast: A Campaign Served with Local Flavor
- Serving Up Success: Key Strategies for Meal Kit & Delivery Brand Growth
- Frequently Asked Questions
1. HelloFresh Serves Up Success with Influencer Marketing Down Under
When HelloFresh wanted to spice up their presence in the Australian market, they turned to The Influencers Agency for an influencer marketing campaign that would make waves—and boy, did it! The strategy was simple but effective: leverage influencers, dish out discount codes, and stir up high-quality user-generated content (UGC) for future use. Let’s break down how this campaign simmered to perfection.
Strategic Approach: Mixing Macro and Micro for Maximum Flavor
The goal was clear: increase brand awareness, drive conversions through discount codes, and cook up some mouthwatering UGC. The Influencers Agency got it right by choosing a mix of influencers—26 with over 10,000 followers and 18 with fewer—blending macro and micro-influencers to ensure the perfect balance of reach and engagement.
This approach was like crafting a diverse menu—appealing to both seasoned fans and potential new customers. Over 100 influencers were sourced, each receiving four weeks of HelloFresh meals to showcase on their platforms.
The Ingredients of Success: Content That Connects
Each influencer whipped up one in-feed post and three Instagram stories, each featuring their experience with HelloFresh. The content varied from mouthwatering meal videos to real-life “family dinner” moments, hitting that sweet spot of authenticity.
The result? 160 unique pieces of content, including 40 posts and 120 stories. Over 15,000 likes and comments poured in, proving that the campaign wasn’t just filling up the feed—it was genuinely engaging the audience.
Metrics That Speak for Themselves
The campaign reached an impressive 586,400 Instagram followers, and the engagement didn’t stop there. Influencers also promoted discount codes and affiliate links, which helped track sales conversions. The engagement rates and volume of high-quality content created certainly suggest this campaign served up more than just good vibes. This was a win for HelloFresh, with an increased potential for whitelisting top-performing content in future campaigns.
What worked here was the consistent brand messaging around convenience, family-friendliness, and healthy, affordable meals. With influencers authentically sharing their HelloFresh experiences, the content felt more like a trusted recommendation than a branded ad. It's a reminder that, in the world of influencer marketing, authenticity is key—nobody wants to be fed a forced pitch.
So, was this campaign a hit? Absolutely. By blending diverse influencer tiers, engaging content, and measurable success, HelloFresh’s influencer-driven approach delivered a well-cooked recipe for success that future campaigns can savor.
2. Kilimo Hai’s Organic Influence: A Campaign That's Fresh and Full of Flavor
When Kilimo Hai, an organic retailer, teamed up with influencer marketing agency Wowzi, they didn’t just dip their toes into the organic market—they dove in headfirst. With a focus on boosting brand awareness and engagement, the campaign was a recipe for success that ticked all the boxes: authenticity, strategic execution, and influencer-driven impact.
Strategic Approach: Mixing Precision with Passion
The campaign, which ran between October and November 2024, had clear goals: promote Kilimo Hai’s organic offerings and engage health-conscious consumers. Wowzi’s approach was as well-crafted as a gourmet recipe, focusing on influencer discovery and vetting to find 16 premium influencers whose values aligned with Kilimo Hai’s ethos. Think of it like selecting only the finest ingredients for a dish—you don’t want anything less than perfect, right?
Influencers were then provided with detailed briefs, ensuring they could create content that was not just on-brand but also engaging. This wasn’t about generic promotions; it was about making sure influencers truly immersed themselves in the brand, showcasing the organic products in a way that felt real and relatable.
@didashebbs_kitchen HIZI NDIZI UNAZIANDAAJE KWENU?? ⚫️ Hakikisha haukosi kushiriki katika soko hili kila Jumamosi pale INOGOF Organic Farmers Market linalopatikana Kidventurous Restaurant, Garden Estate, Nairobi. Kama huna muda wa kuhudhuria, unaweza kuweka oda yako kupitia @carrefourkenya @Sylvia_basket @greenspoonke @sunfreshorganics @thnkorganic. Angalia kiungo kwenye maelezo ya wasifu (bio) kwa maelezo zaidi. ⚫️ Nilifurahia sana siku hiyo, hasa hicho kinywaji cha ukwaju kilikuwa kitamu sana na nilipenda sana. Hakikisha unakinywa unapokuwa huko. ⚫️ Nawashukuru sana @kilimohai_ke na @koankenya kwa kunifundisha tofauti kati ya chakula cha Organic na kisicho cha Organic. ⚫️ Na wala siwezi kusahau, mananasi yao ni matamu sana na juicy ✅✅. 📌 JE, NILETE RECIPE YA HIZI NDIZI?? #kilimohai #iamorganified #kilimohaiorganicoffers #kilimohaiorganic ♬ original sound - Hadija sheban
Content Delivery: Cooking Up 76 Pieces of Organic Magic
Across TikTok and Instagram, the 16 influencers churned out 76 pieces of content, from static posts to reels and TikTok videos. The results? A massive reach of 5 million people and 5.1 million views. With an engagement rate of 4.07%—which translates to 203,000 positive interactions—the campaign proved that organic products aren’t just for crunchy granola types; they’re for anyone who values quality and sustainability.
Performance Metrics: The Proof is in the (Organic) Pudding
Likes? 192,306. Comments? 4,994. Shares? 6,446. These aren’t just numbers; they’re a testament to how well this campaign resonated with the target audience: health-conscious consumers who care about organic food and sustainable living. And let’s not forget about the overall reach—Kilimo Hai wasn’t just talking to a small group; they were speaking to a community of like-minded individuals across two highly influential platforms.
The Secret Sauce: Authenticity and Strategic Alignment
The campaign’s success wasn’t just about getting influencers to post about organic food. It was about ensuring that every piece of content felt authentic, something that could only be achieved through brand immersion and clear communication.
Kilimo Hai’s ethos was carefully communicated to each influencer, ensuring that the messaging remained consistent across the board. When you’re dealing with something as personal as organic living, authenticity is key—and it worked like a charm.
The partnership turned out to be a deliciously successful blend of strategy, creativity, and influencer-driven engagement. By focusing on authenticity, clear communication, and choosing influencers who truly believed in the brand’s values, they created a campaign that not only reached millions but also connected with them on a deeper level.
3. Imperfect Foods’ Influencer Campaign: A Recipe for ROI Success
When Imperfect Foods embarked on their influencer marketing journey, they didn’t just aim for a little sprinkle of success—they went all in with a strategic recipe that served up impressive results. The goal was simple: scale influencer marketing efforts to achieve a predictable and positive return on investment (ROI). But it wasn’t just about throwing money at influencers.
Playbook Media’s approach was more like a carefully crafted dish—authenticity, engagement, and amplification as the key ingredients.
Strategic Approach: Crafting a Winning Formula
The secret to Playbook Media’s success lay in their smart influencer collaborations. By partnering with influencers who had a genuine voice and strong connections with their audiences, they were able to create high-quality content that truly resonated. This wasn’t about fitting influencers into a rigid brand mold; it was about letting them be themselves while promoting the brand’s message. Think of it as allowing a chef to put their own spin on a classic recipe—authentic, yet aligned with the original.
Content amplification played a key role, with influencers boosting their posts to target the brand’s desired audience. This ensured maximum reach and engagement without the typical "shouting into the void" feeling that some influencer campaigns suffer from.
And to top it all off, performance benchmarking was used to measure the campaign’s effectiveness against existing direct response campaigns, keeping everything tightly focused on ROI.
Key Results: Cooking Up Major Gains
The numbers here speak volumes. The campaign achieved a 50% reduction in Cost Per Acquisition (CAC)—talk about efficiency! This means that Playbook Media’s influencer marketing efforts were not only effective but also significantly more cost-efficient than previous campaigns.
But that’s not all. The campaign saw a 250% increase in Click-Through Rate (CTR), proving that the content wasn’t just being seen; it was being engaged with. That’s a solid indicator that the influencers' audiences weren’t just passively scrolling—they were actively interacting with the brand’s message.
A Campaign Well Done
Playbook Media’s influencer campaign wasn’t just a success—it was a masterclass in how to make influencer marketing work for your brand. By collaborating with the right voices, amplifying content effectively, and tracking results, they created a campaign that didn’t just talk the talk but walked the walk in terms of ROI.
4. OKONO’s Keto Launch: A Tasty Recipe for Influencer and Media Success
When OKONO, a Belgian ketogenic food startup, wanted to make a splash in the health-conscious market, they turned to MMBSY, a public relations and influencer marketing agency. The goal? Establish a brand presence that would resonate with the health-savvy crowd. The results? A campaign that had all the right ingredients: strategic press releases, influencer magic, and a sprinkle of earned media value (EMV) that left competitors hungry for success.
Strategic Approach: Mixing Media and Influencer Power
MMBSY’s recipe for success was a blend of targeted media outreach and strategic influencer partnerships. The agency crafted three press releases in Dutch and French, which were distributed to a wide array of lifestyle and corporate media outlets. They didn’t stop there—seeding boxes filled with OKONO’s products were sent to 16 key journalists, generating a buzz that would fuel press coverage.
Meanwhile, 14 influencers were tapped to amplify the message on Instagram. By sending them OKONO products to sample and showcase, MMBSY ensured the influencers could speak from personal experience, delivering authentic content that would resonate with their followers. The goal wasn’t just to get influencers to post—it was about building a narrative of OKONO as the go-to choice for healthy, guilt-free indulgence. And it worked.
Results: A Feast of Reach, Engagement, and ROI
OKONO’s campaign delivered impressive metrics across the board. With 40 influencer publications, including 7 posts and 33 stories, the campaign garnered a reach of 187,600 and 2,290 engagements (likes, comments, shares). That’s a solid result for any brand—especially one just starting out. On top of that, the campaign generated an earned media value (EMV) of €6,710.
But the true feast came from the press side. MMBSY secured 16 press clippings, including 4 print and 12 online features, leading to an astonishing reach of 6,882,687. The PR value for these efforts was €46,525, bringing the total combined reach to 7,070,287 and an overall PR value of €129,114. In simpler terms: for every euro spent, OKONO got back a mouthwatering return on investment.
A High-ROI Dish Worth Savoring
MMBSY’s work with OKONO was nothing short of a masterclass in blending PR and influencer marketing for a start-up. By leveraging influencers’ authenticity and securing key media placements, they managed to create a campaign that not only raised brand awareness but also delivered an impressive ROI. OKONO is off to a strong start, and with such a solid launch recipe, it’s clear their future in the Belgian market is looking tasty indeed.
5. DoorDash's Miami Move: Influencers Serving Up Success
When DoorDash set its sights on expanding into Miami-Dade County, they didn’t just want to deliver food—they wanted to deliver results. Enter Heyday Marketing, which whipped up a clever influencer marketing campaign to drive awareness and acquisition in the Sunshine State. The goal? To increase DoorDash’s customer base in Miami by tapping into local influencers and leveraging community connections.
Spoiler alert: it worked like a charm.
Strategic Approach: Tailoring the Menu to Miami's Taste
Heyday Marketing knew Miami’s cultural landscape wasn’t one-size-fits-all. With this in mind, the strategy was about as custom as a gourmet meal. They collaborated with a diverse group of Miami-based influencers, ranging from foodies to local celebrities, even including restaurants with dedicated followings. The goal was clear: create authentic, locally resonant content.
In true Miami fashion, the campaign emphasized organic content creation. Instead of broad-brush national influencers, Heyday leaned into real locals who could speak directly to their peers. The result? A campaign that felt as homegrown as a Cuban sandwich from your neighborhood deli.
Influencer Selection: A Recipe for Success
This was no random influencer grab-bag. Miami-based foodies, radio personalities, actors, and community pages with strong local followings were enlisted to spread the word. Think: the @querikoconkiko, @asbury14, @pollitotropica, and @lapasqualotto types, whose followers already loved them for their culinary adventures.
These influencers weren’t just promoting DoorDash—they were living it, sharing authentic unboxing moments, and bringing their own personal flavor to the brand.
Results: A Full Course of Wins
The results were as satisfying as a well-delivered pizza. Not only did the campaign surpass its goal of acquiring 8,500 new customers in just 20 days, but it also did so ahead of schedule. This rapid customer acquisition wasn’t just about the number of sign-ups, though—DoorDash’s success also sparked further expansion into Orlando and Tampa.
So, what’s the ROI? DoorDash saw a high return, with new customers rushing to use their exclusive promo code, “DDLIFEMIA,” offering $15 off their first order.
A Flavorful Success
Heyday Marketing’s campaign for DoorDash in Miami was a recipe for success, blending local influencer partnerships with targeted outreach. With a mix of authenticity, community focus, and creative strategy, DoorDash didn’t just expand—it exploded onto the Miami food scene, proving that when you’re delivering convenience, it’s all about making it personal.
6. Uber Eats' Influencer Feast: A Campaign Served with Local Flavor
Uber Eats is no stranger to the global food delivery game, but when they wanted to dig deeper into the Australian and New Zealand markets, they knew they needed more than just a sprinkle of brand awareness—they needed a full-blown, hyper-local feast. Enter CODI Agency, the influencer marketing experts who orchestrated a campaign that took Uber Eats to new heights, one local restaurant at a time.
Strategic Approach: A Smorgasbord of Local Flavor
The campaign's goal was clear: increase brand awareness through a massive volume of influencer-driven content, showcasing Uber Eats' partnerships with local eateries. CODI Agency kicked things off with a three-month pilot that tested the waters before diving headfirst into a nationwide effort.
They brought in 150 influencers from seven cities across Australia and New Zealand, each focusing on a different set of local restaurants every month. It was like a tour-de-food, with influencers becoming the bridge between Uber Eats and their city’s culinary gems.
This hyper-local approach worked wonders because it spoke directly to the audience's love of local dining. CODI's strategy wasn't just about blanket promotions—it was about making Uber Eats personal to each city. And it paid off.
But CODI didn’t just pick influencers based on follower counts; they handpicked foodies and local personalities who were deeply embedded in their respective communities. These influencers had the kind of authentic local following that could make even the most basic takeaway order feel like a VIP experience.
Whether it was a new sushi spot in Auckland or a beloved pizza joint in Melbourne, these influencers made sure the content felt real, relevant, and relatable.
Results: A Smashing Success Across the Menu
The results were nothing short of delicious. With 150 influencers in the mix, the campaign reached a whopping 10 million users across Australia and New Zealand. These influencers churned out a staggering 1,100 pieces of content—images that celebrated Uber Eats’ partnerships with local restaurants and highlighted the ease of getting great food delivered to your door.
It's no surprise that this resulted in strong engagement, with locals flocking to Uber Eats to explore new dining options.
A Recipe for ROI
With 10 million users reached and over 1,100 pieces of content generated, it’s safe to say Uber Eats got more than their fill from this campaign. CODI’s strategic approach of leveraging local influencers with a personalized, city-focused touch turned a simple food delivery service into a vibrant community experience. In other words, Uber Eats didn’t just serve food—they served up a huge win.
Serving Up Success: Key Strategies for Meal Kit & Delivery Brand Growth
Across the eight campaigns, key strategies like hyper-local influencer engagement, personalized content, and strategic amplification have proven highly effective in the meal kit and delivery sector. Brands can harness these tactics to boost authentic connections and drive ROI.
As influencer collaborations continue to reshape marketing, staying agile and experimenting with localized campaigns will keep brands ahead. Ready to innovate? The future of food delivery marketing is served fresh.
Frequently Asked Questions
How can meal kit brands effectively utilize influencer marketing?
Partnering with food bloggers and lifestyle influencers can showcase your meal kits in authentic settings, reaching a broader audience and building trust.
What role does user-generated content play in promoting meal delivery services?
Encouraging customers to share their meal experiences on social media fosters community engagement and provides authentic testimonials that resonate with potential customers.
Which social media platforms are most effective for marketing meal kits?
Platforms like Instagram and TikTok are ideal due to their visual nature, allowing brands to showcase meal preparations and engage with a food-loving audience.
How often should meal kit brands post on social media?
Consistent posting, such as 3-5 times per week, keeps your brand top-of-mind without overwhelming your audience, balancing engagement with quality content.
What type of content resonates best with audiences for meal delivery services?
High-quality images and videos of prepared meals, behind-the-scenes content, cooking tips, and user-generated content tend to engage audiences effectively.
How can meal kit brands leverage TikTok for marketing?
Creating short, engaging videos that showcase meal unboxings, cooking tutorials, or participating in trending challenges can increase visibility and virality.
What are the benefits of collaborating with food influencers on social media?
Collaborations with food influencers can introduce your brand to their followers, provide authentic content, and drive conversions through trusted recommendations.
