An Out-of-the-Box TikTok Campaign That Took itsu’s Soup’ Dumplings Viral

In a crowded marketplace of food brands competing for attention on social media, itsu wanted to do something different. For the launch of their Soup'Dumplings, they didn’t just want to join the conversation on TikTok—they wanted to take it over.

To accomplish this, they partnered with Lasting Lemons, a creative, female-owned agency known for their authentic, platform-native campaigns that resonate deeply with Gen Z.

The goal was simple yet ambitious: to make Soup'Dumplings the next big TikTok sensation, driving mass awareness, engagement, and real sales in the UK market. What followed was a masterclass in viral marketing that turned a frozen food launch into a sell-out phenomenon.

Here’s how Lasting Lemons achieved it.

The Goal – Turning a Frozen Food Launch into a Viral Moment

itsu's Soup'Dumplings were no ordinary product launch; they had to break through the noise in a crowded space. The target? 18-24-year-olds on TikTok, a demographic known for its ability to make or break products overnight. The campaign had to do more than just generate buzz; it had to drive real sales and make Soup'Dumplings a topic that everyone was talking about.

The key was understanding TikTok’s culture and how its users engage with content. Instead of relying on traditional marketing methods or influencer endorsements, the focus was on creating something that felt organic, authentic, and engaging—exactly what Gen Z gravitates toward.

The Problem – Standing Out in a Saturated Space

The challenge wasn’t just to get attention—it was to stay relevant and authentic within TikTok’s fast-moving, chaotic ecosystem. With so many products and trends flooding the platform, how could itsu ensure that Soup'Dumplings weren’t just another passing fad?

Brands often struggle with balancing authenticity and brand messaging on TikTok, especially when targeting younger audiences. The problem was clear: to make a mark, itsu needed more than just influencers pushing a product—they needed TikTok creators who could speak to the audience in their own language.

The Strategy – A Media Bomb of Culturally Fluent Content

Lasting Lemons' genius strategy lay in a media bomb tactic: they carefully selected a diverse group of creators from the food, lifestyle, and pop culture spaces and had them post about Soup'Dumplings within a 24-hour window.

This technique created the illusion of a massive, cultural moment happening at once—a powerful tool for building momentum and engagement. Instead of using ads, the campaign was creator-led—each post felt native to TikTok, making the Soup'Dumplings feel like the next big thing everyone was talking about.

@beccaeatseverything AD | a fantastic new product from @itsu that I simply can’t wait for you to try! I hope you’ll get to try out my sauce recipe too! ☺️❤️ #itsu #itsusoupdumplings #soupdumplings #newfood ♬ Indie Pop Energy - FiniteMusicForge

Creativity was at the forefront: the campaign leveraged trending formats, authentic tone, and lo-fi aesthetics. The creators were allowed the freedom to create content that felt true to the platform’s style, from thirst trap edits to meme-driven skits. There were no polished ads here, just real content that made viewers feel like they were part of something big.

@itsuofficial So hot they needed their own fan edit 🤭🤤 #itsu #itsufood #soupdumplings #dumplings #fanedit ♬ original sound - VickyKody

The Execution – Creators Lead, Trends Drive, and Ads Amplify

The success of this campaign was powered by TikTok’s native tools. Lasting Lemons knew that to succeed on the platform, the campaign had to be trend-responsive. With TikTok’s unpredictable algorithms and viral nature, the strategy needed to be fast and adaptable.

The three-phase strategy played out as follows:

1. Build Hype: Over-the-top announcements and videos that grabbed attention, like unexpected Soup’Dumpling thirst traps, ensured that people were intrigued and excited.

2. Create Desire: Mouthwatering prep and taste-test videos were strategically timed to continue the conversation, further fueling the hunger and anticipation for the product.

3. Drive Discovery: To amplify the organic content, Spark Ads were strategically used to boost high-performing videos, ensuring the best posts were given additional reach. Paid media became the supporting player, pushing the most engaging content to the forefront.

TikTok’s comment sections also played a huge role in the campaign's success. As fans shared their own thoughts and experiences, their comments directly inspired new content. This community-driven approach was a key part of the campaign’s authenticity.

@itsuofficial This IS what dreams are made of 😭🫶🥹 #itsu #itsufood #soupdumplings #dumplings ♬ BRENT MORGAN What Dreams Are Made Of - Brent Morgan

The Result – A Sell-Out Success

The campaign’s performance spoke for itself:

• 850K organic views within just 24 hours

• A total of 7.6 million views over five weeks

• A +52% increase in views, surpassing initial goals

• 435K likes and 38K saves on TikTok

• A 400% increase in Google search interest

• Record-breaking sales at major UK retailers, causing the Soup'Dumplings to sell out within the first week

This wasn’t just a viral moment—it was a measurable success that turned awareness into action.

Why This Campaign Worked

The Soup'Dumplings campaign succeeded because of Lasting Lemons' deep understanding of TikTok’s culture and its creator-driven approach. Instead of forcing a polished message on Gen Z, Lasting Lemons leaned into the chaos and authenticity that makes TikTok so compelling.

By giving creators the freedom to tell the story in their own way, they ensured the campaign felt genuine and engaging rather than like a brand trying to sell something. This approach was key to resonating with the Gen Z audience, who prefer content that feels personal, unpolished, and aligned with the trends they already consume.

Platform fluency was key to the campaign’s success. The creative choices made for the campaign weren’t just trendy—they were native to TikTok’s environment. Lasting Lemons didn’t just push a product; they embraced TikTok's native aesthetic—memes, reactions, user-generated content, and lo-fi charm.

These elements ensured the campaign was organic, making it not only relatable but also shareable. Whether it was through comment-driven content or leveraging TikTok's trend dynamics, the campaign sparked cultural conversation, engaged users authentically, and drove virality in a way that felt natural to the platform.

The campaign’s success was so significant that Lasting Lemons won the "Standout Use of TikTok" award at the UK Digital Excellence Awards. This recognition highlighted their ability to tap into TikTok’s ecosystem and use the platform’s unique dynamics to the fullest, setting a new standard for creator-led campaigns that build cultural relevance while delivering tangible results for brands.

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About the Author

Kalin Anastasov

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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.