The meal kit and delivery services industry is cooking up a storm, with global revenues set to exceed the 2024 high of $22.8 billion. And as the sector sizzles, brands are refining their influencer marketing playbooks to stand out in the crowded marketplace. The big question is: how do you stay ahead of the competition when everyone’s trying to serve up the same tasty dish?
Enter the world of community-driven influencer marketing, where brands are shifting gears and empowering influencers to take on the role of community leaders. It's no longer about just flashing your product in front of millions—it's about engagement, authenticity, and building a loyal fanbase.
But don’t just take my word for it—look at the success of HelloFresh’s #RefreshWithHelloFresh campaign, which turned 15 influencers (and celebrity Davina McCall) into cooking mentors for a three-week challenge that left followers hooked and hungry for more.
Curious about how they did it? Keep reading to dive into the strategy behind the campaign and uncover the best influencer marketing tactics that are making waves in the meal kit industry!
- 1. Turning Influencers Into Community Leaders
- 2. Leveraging Niche Communities for Hyper-Targeted Influencer Campaigns
- 3. Scaling Influencer Marketing with Automated Content Management
- 4. Harnessing the Power of Micro-Influencers for High-Impact Campaigns
- 5. Building Long-Term Success with an Always-On Influencer Strategy
- 6. Using Dual-Platform Influencer Strategies for Hyper-Localized Awareness
- Delivering Influencer Successs
- Frequently Asked Questions
1. Turning Influencers Into Community Leaders
When it comes to meal kit and delivery services, making a connection with customers isn't just about showing them how delicious your meals are. It's about building a long-term relationship around healthy eating habits, offering them the tools and motivation to make meal prep a regular part of their lives.
And that’s where the power of community-driven influencer campaigns comes in. Rather than simply sending influencers boxes of food and asking them to post about it, this strategy turns influencers into mentors, challengers, and community leaders, creating a shared experience that is both authentic and engaging.
This strategy dives deep into the concept of influencers as community leaders. The idea is to partner with influencers to lead a challenge that encourages their audiences to participate in something together — a challenge that’s fun, goal-driven, and relevant to the brand. In this case, the focus is on cooking habits and healthy eating, but the same strategy could apply to any goal-oriented industry, whether fitness, beauty, or even productivity.
The community challenge is structured around the idea that the influencer is guiding their followers through a shared experience. It’s a two-way street: the influencer is not only providing content but also actively engaging with participants, creating an interactive, motivational environment. This method generates genuine interaction and builds a sense of accountability among participants, who are encouraged to share their progress, swap tips, and celebrate their successes.
Let’s look at HelloFresh’s #RefreshWithHelloFresh campaign by Monks, which is a prime example of this strategy in action. To push their brand beyond traditional recipe sharing, HelloFresh teamed up with 15 UK-based influencers for a three-week community cooking challenge. Their mission? To help participants refresh their eating habits by cooking from scratch for 21 days.
Each week, TV personality Davina McCall kicked things off with a new challenge — think "make a healthy meal using only ingredients from HelloFresh" or "share your favorite meal prep tips." The influencers weren’t just posting about their meals; they were leading the charge, encouraging their followers to join in. This was no passive promotion. It was an active, goal-based experience where influencers served as both chefs and cheerleaders.
To keep things interesting, influencers shared personal stories about their goals, such as reducing takeout reliance or teaching their families healthier habits. This made the campaign feel real and relatable, as followers could see how these influencers were integrating HelloFresh into their everyday lives. The challenge wasn’t just about food; it was about lifestyle change, and this level of authenticity created deeper connections between the influencers, their followers, and the HelloFresh brand.
The results of this strategy were mouthwatering — HelloFresh’s #RefreshWithHelloFresh campaign generated 5.5 million impressions, with influencers producing an average of 20 posts each. The challenge was so successful that 20% of the influencers' followers even mentioned HelloFresh on Instagram — a testament to how deeply the campaign resonated. It’s clear that when influencers are given the role of community leaders, they can drive engagement in ways that typical product promotion can’t.
And let’s not forget the recognition: the campaign won two Silver Influencer Marketing Awards, including Best Food & Drink Campaign and Most Effective Collaboration.
Key Takeaway: Become the Mentor, Not Just the Advertiser
Want to level up your influencer marketing strategy? Instead of just sending influencers your product and hoping for the best, consider turning them into mentors. Create a community challenge that encourages influencers to actively guide their followers through a shared experience.
2. Leveraging Niche Communities for Hyper-Targeted Influencer Campaigns
When it comes to meal kit services, brands face the challenge of standing out in an overcrowded market where potential customers are bombarded with choices. The key to making a lasting impression? Tapping into niche communities that already share an interest in the brand’s core message — and leveraging influencers to stir the pot.
Instead of casting a wide net, this strategy focuses on hyper-targeted influencer partnerships, engaging specific communities that align with the brand’s ethos and goals. This approach ensures more authentic interactions, greater relevance, and ultimately, better results.
The beauty of niche influencer marketing is that it allows brands to cut through the noise and reach audiences that are already predisposed to their message. In the case of meal kit services, this could mean targeting food-centric communities or tapping into lifestyle influencers who speak to a specific demographic, such as busy professionals, parents, or health-conscious individuals.
Rather than simply selecting influencers based on their follower count, brands should focus on audience relevance and engagement. Influencers who are deeply embedded in specific niches — whether it’s fitness, food, or even gaming — offer an incredibly engaged audience that is likely to take action.
Blue Apron’s campaign with NeoReach provides an excellent case study of how focusing on niche communities can drive impressive results. Rather than relying solely on traditional food bloggers, Blue Apron expanded their reach by engaging a mix of YouTubers, Instagram influencers, and Twitch streamers, all of whom had a strong connection with their audiences.
The campaign’s first phase was all about generating brand awareness through influencers in the food and lifestyle spaces. Blue Apron partnered with 92 influencers, ranging from lifestyle vloggers to food bloggers. The influencers were sent Blue Apron meal kits, and they created engaging content that shared their cooking experience with their followers. These weren’t just product demos — the influencers shared personal stories about their cooking journeys, making the content feel authentic and relatable.
But here’s where Blue Apron took things to the next level: they didn’t just stop with traditional food influencers. They tapped into Twitch, an unconventional platform for a meal kit brand, to reach a completely new audience. One of their most successful influencer partnerships was with Serious Gaming, a husband-and-wife duo with 279K Twitch followers.
This couple wasn’t just gaming; they were also passionate about cooking, and their followers loved seeing them try new meal kits. Their video, “Cooking with Alan & Blue Apron,” became viral, demonstrating how niche communities can drive real conversions.
Blue Apron’s strategy of engaging hyper-targeted influencers in niche communities paid off big time. The campaign generated 7.4 million impressions, with 42K clicks and a 1.9x ROI. But the standout takeaway wasn’t just the numbers; it was the engagement. The campaign had an impressive 98.6% positive reception, proving that when brands connect with the right influencers, the results can be overwhelmingly positive.
Key Takeaway: Tap into Niche Communities for Maximum Impact
The key to Blue Apron’s success wasn’t simply choosing popular influencers, but finding those with specific, engaged communities that would resonate with the brand’s message. If you want to replicate this success, don’t just go for broad-reaching influencers with large follower counts. Instead, identify niche communities — whether that’s fitness enthusiasts, busy parents, or even gamers — and collaborate with influencers who are authentic members of those communities.
3. Scaling Influencer Marketing with Automated Content Management
Influencer marketing can be an incredibly effective tool for any brand — but only if you can manage it efficiently. With multiple creators, a variety of platforms, and endless content to track, things can quickly get overwhelming.
Enter the automated content management system: a game-changing tactic that helps brands scale their influencer programs without the logistical headaches. Instead of manually tracking posts, engagement, and performance metrics across countless influencers, this strategy allows brands to automate and centralize everything in one place. The result? A seamless workflow that ensures you're getting the most value out of every partnership.
The core of this strategy is leveraging technology (think of it as your digital sidekick) to manage influencer relationships at scale. By using a content management system, brands can aggregate data, track engagement, and organize user-generated content (UGC) from multiple creators in one unified platform. This approach enables brands to efficiently curate and repurpose content, keep track of performance, and stay on top of communication without investing countless hours.
For meal kit and delivery services, where authenticity and customer trust are key, this strategy works wonders. The goal is to build genuine relationships with influencers while automating the backend processes that are usually time-consuming. Influencers become true brand advocates, generating content that not only amplifies brand awareness but also drives conversions. And when all the data is neatly organized, you can identify what’s working and what’s not — and double down on your successes.
Let’s look at Trifecta Nutrition, the country’s largest fitness meal delivery service, and their incredibly successful use of an automated content management system to streamline their influencer marketing efforts.
Trifecta offers prepared meals tailored to athletes and health-conscious individuals, helping them maintain a healthy lifestyle without the hassle of meal planning. Their goal was simple: scale their influencer marketing program without increasing their workload.
By implementing GRIN, an influencer marketing software, Trifecta was able to centralize all their influencer relationships in one place. This software allowed them to track metrics, segment creators by performance, and access creator-generated content instantly. Rather than manually tracking each influencer’s post across multiple platforms, Trifecta could view detailed reports and automatically organize content for future campaigns.
The impact of Trifecta’s automated influencer program was nothing short of spectacular. Here are some of the key outcomes:
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170+ creators joined their influencer program, generating over 2,000 pieces of content.
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By streamlining content management, Trifecta was able to repurpose user-generated content for paid ad campaigns, driving massive engagement.
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The efficiency of the system also saved significant employee hours, allowing the team to focus on more strategic tasks rather than manually tracking creator performance.
What’s more, by automating their influencer marketing workflow, Trifecta increased the volume of quality content without needing to add additional resources. The strength of their influencer marketing program meant that their in-house social media efforts also saw a boost in engagement — all thanks to the power of automation.
Key Takeaway: Automate to Scale and Maximize Impact
If you’re looking to take your influencer marketing game to the next level, automate the backend. Use a content management system to track performance, segment creators, and organize content at scale. This approach not only saves you time but also allows you to repurpose influencer content effectively for paid campaigns.
4. Harnessing the Power of Micro-Influencers for High-Impact Campaigns
When you think of influencer marketing, your mind might jump to A-list celebrities with millions of followers. But what if we told you that micro-influencers (those with smaller, but highly engaged followings) could be the secret sauce to skyrocketing your brand’s growth?
Especially in the competitive world of meal kits and delivery services, micro-influencer marketing provides the perfect balance of authenticity, engagement, and cost-effectiveness.
Rather than spending a fortune on one influencer with a massive following, this strategy focuses on working with multiple micro-influencers across various cities, communities, and niches. The beauty of micro-influencers lies in their ability to reach hyper-targeted groups with more personal, genuine content. Their followers trust their recommendations, and they engage with them on a deeper level.
For meal kit brands, this approach is perfect. The goal is to drive both awareness and conversions through authentic content that feels natural to the audience. Micro-influencers are often seen as more relatable than big-name influencers, and their posts typically get higher engagement rates, which is crucial when building lasting customer relationships.
Snap Kitchen, a meal delivery service with a focus on health-conscious customers, had a new product to launch: their Superfood Sunrise Salad. Rather than using traditional ad strategies, Snap Kitchen decided to go big by focusing on a micro-influencer campaign powered by Trend’s platform. The goal wasn’t just to push the product to existing customers, but to reach new audiences—specifically busy millennials who are always on the go but still care about healthy eating.
Through Trend’s platform, Snap Kitchen was able to connect with 11 micro-influencers, who were based in key cities like Austin, Houston, Philly, Chicago, and Dallas. This approach allowed them to target areas where they had the potential for the greatest market share growth.
These influencers each posted content featuring Snap Kitchen’s products, creating user-generated content (UGC) that felt genuine and authentic. The results? Massive engagement (a 6.02% engagement rate) and over 117K Instagram accounts reached in the US and Canada.
What made the campaign even more impactful was the way Trend’s platform handled the logistics—Snap Kitchen didn’t have to waste time negotiating with influencers or chasing content; everything was streamlined, allowing them to focus on scaling their reach and content output quickly. The content was high-quality, but it didn’t feel overly polished or “advertorial.” It was relatable and, most importantly, it created real conversations between the influencers and their followers.
This approach led to impressive results for Snap Kitchen:
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117,569 Instagram accounts reached in key target markets (US and Canada)
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53,572 campaign impact score, driven by high-quality engagement metrics
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6.02% engagement rate, which is significantly above the industry standard for Instagram
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11 creative pieces of UGC acquired, all of which could be repurposed for further marketing efforts
Key Takeaway: Use Micro-Influencers to Scale Authentic Content
Want to create a lasting impact with your influencer marketing efforts? Leverage micro-influencers who can produce authentic, relatable content that resonates with your target audience. Focus on high-volume, high-engagement campaigns that span multiple niches and geographies. The key is to create an authentic connection with new customers, not just a one-off ad campaign.
5. Building Long-Term Success with an Always-On Influencer Strategy
Launching a one-time influencer campaign might seem like a quick fix for sales, but long-term growth requires something more sustainable. Enter the always-on influencer strategy—a dynamic, ongoing approach where influencer partnerships are consistently nurtured to create lasting impact. Rather than relying on sporadic campaigns, this strategy uses consistent, authentic content from influencers to maintain continuous engagement, drive customer loyalty, and foster sustainable brand growth over time.
The beauty of this strategy is that it keeps your brand top-of-mind without needing to constantly create new campaigns. Instead of just dipping your toes in influencer marketing, you dive in for the long haul, consistently working with influencers who genuinely align with your brand values.
This strategy focuses on maintaining consistent, high-quality content and brand advocacy over time. By cultivating ongoing relationships with influencers, meal kit brands can benefit from continuous exposure, fostering a deeper connection with customers and ensuring sustained growth.
Marley Spoon’s approach to influencer marketing since 2020 is a prime example of the always-on strategy in action. Instead of launching seasonal or one-off campaigns, Marley Spoon implemented an ongoing influencer program that focused on nurturing relationships with influencers over time. They partnered with 300+ influencers—from high-profile celebrities to grassroots social media figures, including food bloggers and lifestyle content creators. These influencers didn’t just promote Marley Spoon’s meal kits once—they became trusted voices advocating for the brand consistently.
The goal wasn’t just to drive awareness for a new product; Marley Spoon aimed to create long-term brand advocates who could speak to the value of their meal kits over time. With a mix of macro- and micro-influencers, the campaign created over 1,500 pieces of content, each tailored to different segments of Marley Spoon’s audience. By maintaining an ongoing relationship with these influencers, Marley Spoon saw continuous customer acquisition, with over 8,000+ new customers being brought into the fold.
Ellie Watson, a popular Instagram and TikTok influencer, embodies this strategy. She's been a Marley Spoon partner for well over two years, posting on both Instagram and TikTok to keep the brand at the top of her audience's mind.
@elliewatson___ Rating my @Marley Spoon Australia dinners. You can use code ELLIETOK and get up to $235 off your first 5 boxes, including free shipping on your first box #dinnertok #ad #marleyspoonau ♬ Dance You Outta My Head - Cat Janice
Key Takeaway: Embrace the Always-On Strategy for Sustainable Growth
To create lasting success in influencer marketing for your meal kit or delivery service, embrace the always-on influencer strategy. Focus on building long-term, authentic relationships with influencers who align with your brand. By continuously engaging with influencers and creating a regular flow of authentic content, you ensure your brand remains top-of-mind and fosters genuine connections with customers.
6. Using Dual-Platform Influencer Strategies for Hyper-Localized Awareness
Want to make a real impact with your influencer marketing campaign? Consider using a dual-platform influencer strategy that strategically targets two distinct audience segments with tailored content.
This approach is all about focusing your efforts on the platforms your audience uses most, while simultaneously delivering content that speaks directly to their unique interests and needs. The goal is to not only drive awareness but also to boost engagement and conversions by aligning your influencer’s content with audience behavior and local relevance.
The strategy works by segmenting your audience and selecting the platforms that cater best to each group. For example, in the meal kit and delivery service space, you might target students and busy professionals—two very different groups with their own daily habits and consumption patterns.
By leveraging platforms like TikTok (great for younger, more casual content) and Instagram (ideal for curated visuals and lifestyle content), you can ensure that the message hits the right notes on each platform.
Wasabi, the UK-based fast-casual restaurant brand, executed a perfect example of this dual-platform strategy with their summer 2024 menu launch. The goal was to position Wasabi as the go-to option for convenient, high-quality meals for students and professionals. To reach these audiences, the brand targeted two distinct groups: university students aged 18–24 in key cities like London, Oxford, and Cambridge, and professionals aged 25–40 living in urban hubs.
The campaign centered on Wasabi’s new Dragon Rolls, Donburi Bowls, and refreshing drinks. Wasabi partnered with influencers on TikTok and Instagram who were well-positioned to connect with each target demographic. Influencers created organic, relatable content that seamlessly incorporated Wasabi’s menu items into their day-to-day lives, such as quick workday lunches or outdoor picnic outings.
The narrative was natural and flowed easily, with Wasabi being integrated into the story at key moments.
@kealytok @WasabiUK new summer 2024 menu is fueling my part time banker full time footballer life😍 Some say the Chicken Katsu Dragon Roll is the reason I finished with 21 goals (from defence) ⚽️ #RollonSummer #WasabiUK #corporate #dayinmylife #lunch #corporate #corporatelife #career #banking #careertiktok #financebro #grad #uni ♬ Wes Anderson-esque Cute Acoustic - Kenji Ueda
The results of Wasabi’s dual-platform approach were impressive and exceeded expectations:
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584K impressions, with an impressive 44.72% impression rate.
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19K engagements, with a 4.81% engagement rate, far surpassing the industry benchmark of 2–3%.
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517 link clicks, driving traffic and boosting interest in the summer menu.
Key Takeaway: Use Dual-Platform Strategies to Target Multiple Demographics
Want to drive localized awareness and engagement? Try implementing a dual-platform influencer strategy that targets distinct audience groups with tailored content. Focus on the platforms your target demographics are most active on (like TikTok for students and Instagram for professionals), and create content that fits naturally into their lives.
Delivering Influencer Successs
For meal kit and delivery service brands, influencer marketing is about more than just promotion—it’s about building authentic, lasting relationships. Whether through community-driven challenges, hyper-targeted micro-influencers, or dual-platform strategies, brands can drive engagement and boost loyalty.
By leveraging influencers who genuinely resonate with their audience, brands can create meaningful connections that ensure long-term success. Focus on consistency, authenticity, and targeted content to take your influencer marketing to new heights.
Frequently Asked Questions
What is influencer marketing, and how does it benefit meal kit and delivery services?
Influencer marketing involves collaborating with individuals who have a substantial following on social media to promote products or services. For meal kit and delivery services, partnering with influencers can enhance brand awareness, build trust, and drive customer engagement by showcasing the convenience and quality of their offerings.
How do I identify the right influencers for my meal kit brand?
Look for influencers whose audience aligns with your target market. Focus on those who create content related to food, health, and lifestyle, and whose followers engage actively with their posts.
What types of content should influencers create to promote my meal kits effectively?
Influencers can create various content forms, including unboxing videos, cooking tutorials, meal reviews, and behind-the-scenes glimpses of their meal preparation process. Interactive storytelling, such as Instagram Story series where influencers share cooking experiences, can also engage audiences effectively
How can I measure the success of influencer marketing campaigns for my meal service?
Track metrics such as engagement rates (likes, comments, shares), click-through rates to your website, conversion rates (sign-ups or purchases), and the overall return on investment (ROI). Monitoring these metrics helps assess the campaign's impact and inform future strategies.
Should I collaborate with macro-influencers or micro-influencers?
Both have their advantages. Macro-influencers offer broad reach, while micro-influencers tend to have higher engagement rates within niche communities. For meal kit brands, partnering with micro-influencers who have a dedicated following interested in food and lifestyle can be particularly effective.
How do I ensure authenticity in influencer partnerships?
Choose influencers whose values align with your brand and who genuinely appreciate your products. Allow them creative freedom to present your meal kits in a way that resonates with their audience, ensuring the content feels genuine and trustworthy.
