Influencer marketing is officially the cherry on top of the packaged foods industry. With the marketing sector facing exponential growth, with some estimates putting it at around $32.55 billion by the end of 2025, it's clear that influencers are scooping up a hefty share of the marketing budget. But here’s the sweet twist: brands are leaning into micro and nano influencers, who are serving up high engagement and a much-needed dose of authenticity.
Gone are the days of one-off promotions—today, long-term collaborations are the secret ingredient for creating real, relatable content. And one campaign that truly proves the point? Little Moons' #LittleMoonsChallenge on TikTok.
By strategically combining native content with a sharp ad campaign, they stirred up a frenzy that not only raised awareness but skyrocketed their sales—proof that when influencers and brands connect authentically, the results can be mouth-watering.
This approach highlights how micro and nano influencers are more effective than ever in creating genuine connections with the target audience, driving both engagement and conversions. Little Moons’ success story shows that the right blend of organic engagement, influencer partnerships, and strategic ads can create a perfect storm of brand visibility and sales.
So let's go over the most impressive influencer marketing campaigns from the Packaged Foods sector.
- 1. Frozen Pizza, Reimagined: Outsiders Pizza Company’s Slice of Millennial Success
- 2. Instant Noodles Go Gourmet: The TikTok Campaign That Turned Ramen Into a Trend
- 3. Snack Bars, Real Moments: How Influencers Made Guilt-Free Snacking a Lifestyle
- 4. Flavourful Success: How Gourmet Solo Turned Up the Heat with Influencer Marketing
- 5. Snack Attack: Dryfruitzone’s Flavor-Fueled Influencer Campaign
- 6. Crunching the Numbers: How EIT Food West Made Sustainable Snacking Trendy
- The Secret Ingredient for Packaged Foods Success
1. Frozen Pizza, Reimagined: Outsiders Pizza Company’s Slice of Millennial Success
Who says frozen pizza is just for late-night study sessions and bachelor pad dinners? Thanks to a savvy collaboration between Belle Communication and Nestlé's Outsiders Pizza Company, the frozen pizza category got a seriously cool makeover.
By tapping into the quirky world of micro and niche influencers, Outsiders Pizza became the go-to snack for millennials—no longer just an afterthought in the frozen food aisle.
Strategic Approach: Finding the Right Slice of Influencer Pie
- Targeting Relatable Influencers: Forget the big-name influencers hawking everything from skin cream to car insurance—this campaign zeroed in on micro and niche influencers. Think tattoo artists, drag performers, and business owners, all of whom hold deep, authentic connections with their audiences. These are the influencers millennials trust—not the ones pushing sponsored content for a paycheck.
- Instagram and TikTok Dominance: The platforms were a no-brainer—Instagram and TikTok are millennial catnip. Both are visually driven and make it easy to share relatable, creative content, which is exactly what Outsiders Pizza needed to grab attention and build brand affinity.
- Sampling Events: Because nothing beats actually tasting the product, Belle Communication hosted sampling events that brought thousands of potential customers face-to-face with the frozen pizza. Free pizza? Now that will get millennials on board.
Influencer-Driven Success: Reaching Beyond the Freezer Aisle
Outsiders Pizza needed a fresh take, and the influencer partnerships provided just that. Over 70 influencers took to their platforms to showcase the brand’s personality, sharing their personal pizza experiences—from unboxings to creative ways of topping off a frozen pie. The result? A campaign that resonated deeply with millennials. After all, who can resist a pizza slice that feels authentically theirs?
By choosing influencers who could speak the language of their followers—whether it was through a creative TikTok dance or a tattoo artist's unfiltered review—Outsiders Pizza avoided sounding like an overzealous ad and instead became a part of everyday conversations. It’s the kind of marketing millennials are here for: organic, real, and deliciously relatable.
Belle Communication
Key Results: A Pizza Pie with Extra Slices of Success
- National Expansion: What started as a regional test market took off nationwide, thanks to the massive engagement the campaign garnered.
- Social Engagement: With over 70 influencers onboard, the campaign not only increased brand awareness but also generated over 260k social media impressions.
- Sampling Success: Events featuring free samples didn’t just get people talking—they got people buying, resulting in over 1,000+ pizza slices sampled.
This campaign proves that when you combine influencer authenticity with a product that speaks to a millennial audience, you can make even frozen pizza trendy. It wasn’t just about pushing product—it was about creating a vibe, a community, and most importantly, a genuine connection.
2. Instant Noodles Go Gourmet: The TikTok Campaign That Turned Ramen Into a Trend
Move over, avocado toast—there’s a new food trend in town, and it’s all about fancy ramen. Unlike other campaigns, this one is somewhat different. Instead of focusing on a brand-agency connection, we looked at the most popular hashtags on TikTok related to packaged foods and found something incredible.
The rise of instant noodles, particularly on TikTok, has flipped the script on what was once considered a quick, budget-friendly meal into a trendy, customizable dish that Gen Z can't get enough of.
If you thought ramen was just for broke college students, think again: it’s now the star of gourmet meals, and this influencer-driven campaign is the reason why.
Strategic Approach: Turning Instant Noodles Into a Culinary Canvas
- Influencer Engagement: With TikTok as the primary stage, food bloggers, chefs, and lifestyle influencers are taking center stage to showcase how ramen could be elevated into a foodie masterpiece. Influencers like Clement Leung (@insta.noodls) tapped into the growing trend of “ramen hacks,” offering everything from spicy Sriracha upgrades to elaborate broths and toppings. The goal? To turn ramen from a basic meal into an Instagram-worthy experience.
- Multi-Platform Strategy: These videos don't just stop at TikTok. Instagram is used for polished photos of gourmet noodles, while YouTube offers in-depth cooking tutorials, creating a well-rounded content ecosystem. Popular hashtags like #ramenhacks spread like wildfire, amplifying the message and encouraging users to get creative with their noodles.
- Gen Z-Centric Focus: Campaigns specifically target Gen Z—social media-savvy foodies who crave trends and customization. Through the use of relatable, authentic influencers, campaigns resonate deeply with its audiences, showcasing how instant noodles could be a fun, experimental meal.
@insta.noodls Rating Butter Chicken Tantanmen made by @Chef Dev ♬ Makeba - Jain
Influencer-Driven Success: From Student Staple to Instagram Star
The true magic of these campaigns is in their ability to rebrand instant noodles. What was once seen as a basic, no-frills food has become a versatile, upscale option thanks to influencer creativity. TikTok videos of ramen being transformed into everything from spicy miso bowls to decadent truffle-infused delights not only captivates users but also leads to tangible results.
- Sales Growth: The impact on sales was clear. Since these videos started showing up on TikTok, Ocado, a UK grocery retail business, has reported a 50% increase in instant noodle sales, with a 35% rise in searches for ramen noodles—proof that TikTok trends have the power to translate into real-world purchases.
- Increased Engagement: The hashtag #ramenhacks has sparked a user-generated content wave, with fans posting their own noodle innovations. This organic engagement helps campaigns go beyond influencer content and fosters a vibrant community of noodle enthusiasts.
- Brand Perception Shift: Such campaigns have successfully repositioned instant noodles from a low-status, “just-add-water” food to a gourmet, customizable culinary delight. By leaning into creativity and upscale ingredient combinations, the campaign gave instant noodles a whole new identity.
Trends like this prove that even the most humble of foods can be transformed into a social media sensation with the right influencer strategy. By embracing TikTok trends, collaborating with food influencers, and showcasing ramen's versatility, we have elevated instant noodles from a pantry staple to a trendsetting meal. And this presents an excellent opportunity for packaged foods brands to get creative and hop on the trend.
3. Snack Bars, Real Moments: How Influencers Made Guilt-Free Snacking a Lifestyle
In a crowded snack market where every brand claims to be "guilt-free," standing out can be as tricky as finding a healthy snack that actually tastes good. But this packaged snack bar campaign nailed it—thanks to a blend of authentic content, strategic influencer partnerships, and some smart platform choices.
Here's a closer look at how this campaign went from snack to success.
Strategic Approach: Authenticity Over Ads
- Driving Awareness and Brand Messaging: The campaign's primary goal was simple but crucial: grab attention and tell the story of this snack bar’s nutritional benefits. Instead of relying on flashy ads, the brand turned to over 800 U.S.-based micro-influencers on Instagram and TikTok, tapping into the daily routines of women and mothers aged 25 to 40. The message? This snack fits seamlessly into "me time" moments while being nutritious and delicious. You know, the kind of snack that makes you feel good about what you're eating while binge-watching your favorite show (no judgment here).
- Content That Lasts: In an era of fleeting trends, creating evergreen content was key. With full usage rights to influencer-generated content, the brand built a library of over 3,000 posts. These posts were then repurposed across various channels, ensuring that the campaign stayed alive even when traditional content creation was hit-or-miss. Think of it as a well-stocked snack pantry—always there when you need it.
- Leveraging Later's Platform: Managing a campaign with 824 influencers could have been chaotic, but Later's influencer marketing platform made it a breeze. It streamlined everything from communication to tracking content, keeping the team in sync and the influencers empowered to deliver genuine, relatable content.
Influencer-Driven Success: Micro-influencers, Macro Results
- Engagement Rates That Pop: The real star of this campaign was the level of engagement. With an average engagement rate of 14%, the campaign not only exceeded industry standards but also proved that micro-influencers, when chosen right, can yield serious results. Why go big when you can go authentic?
- Cost-Effective Reach: At just $0.16 per engagement, this campaign proved that influencer marketing doesn’t need to break the bank. The cost-efficiency speaks volumes—getting high-quality, relatable content at such a low cost per engagement is the influencer marketing dream.
- Diversity Done Right: The campaign wasn’t just about numbers; it also checked a key box for inclusivity. The content featured a diverse range of backgrounds, aligning with the brand's commitment to resonate with a wide audience. Because in today’s world, authenticity isn’t just about how real something feels—it’s about how representative it is.
Snacking Redefined
This campaign wasn’t just about selling a snack bar—it was about making it a part of people’s everyday lives, showing that being healthy doesn’t have to mean sacrificing flavor or fun. With its influencer-powered approach, a keen focus on authentic content, and measurable success, this campaign proves that sometimes, the best way to sell a product is by letting people see it, share it, and enjoy it in their own, real-life moments.
4. Flavourful Success: How Gourmet Solo Turned Up the Heat with Influencer Marketing
When it comes to standing out in the crowded world of packaged foods, a simple spread can often get lost in the butter dish. But Gourmet Solo, the vegan alternative developed by Upfield, decided to take on this challenge headfirst with a mouthwatering influencer marketing campaign that not only raised awareness but got the internet cooking.
Strategic Approach: Mixing Up Social Media with the Right Ingredients
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Targeted Platforms: TikTok and Instagram—two platforms known for their hungry audiences—served as the perfect stage for Gourmet Solo’s debut. These channels thrive on fresh content that inspires and engages, making them ideal for introducing a new product. From the start, the strategy was simple: make Solo Gourmet stand out from the sea of butter-based recipes.
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Influencer Mix: The campaign was a recipe for success, blending influencers from high, medium, and lower tiers of the food world. The aim? To reach diverse audiences and show that Solo Gourmet could work for everyone, from the home cook to the foodie influencer. These content creators weren’t just promoting a product—they were cooking with it, sharing their genuine experiences, and presenting the spread in ways that felt accessible, warm, and inviting.
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Branded Experience: In the first phase, influencers received a carefully crafted package—Solo Gourmet, a branded cutting board, and recipe cards. This wasn’t just a product drop; it was a thoughtful approach that encouraged influencers to capture the entire process. In phase two, they showcased their culinary creations, inviting followers to join them in the joyous moment of tasting, sharing, and celebrating the versatility of Solo Gourmet.
Influencer-Driven Success: Cooking Up More Than Just Buzz
The results? Nothing short of delicious. The campaign surpassed its view goal by a long shot—523,600 views compared to the 120,000 target. With 4,900 likes, 2,400 saves, and 261 sticker taps, the numbers prove that the audience wasn’t just scrolling—they were engaging.
The timing of this campaign, right before the festive season, was also a stroke of genius. Belgians, known for their love of traditional holiday feasts, were primed to embrace a new, vegan-friendly alternative to butter. By positioning Solo Gourmet as a quality choice for Christmas dinners, the campaign turned a humble spread into the star of the show.
A Well-Executed Recipe for Success
Gourmet Solo’s influencer marketing campaign was the perfect blend of strategy, timing, and execution. By mixing the right influencers with engaging content, Upfield and June20 successfully turned an everyday product into a festive must-have. In an industry where even the smallest misstep can lead to a flop, this campaign delivered results that stick—just like the perfect butter substitute.
5. Snack Attack: Dryfruitzone’s Flavor-Fueled Influencer Campaign
When your product is as bold and quirky as Pizza Cashews and Peri Peri Almonds, you need a campaign that packs just as much punch. Dryfruitzone knew it wasn’t just about pushing the latest snack trends but about authentically sharing the experience of tasting these wild flavors. Enter influencer marketing—where creativity, flavor, and social media collide in a deliciously effective way.
Strategic Approach: Flavor Meets Authenticity
- Influencer Selection: Dryfruitzone didn’t settle for just any influencer. They sought out micro-influencers within the food, lifestyle, and health spaces on Instagram and TikTok. These were the content creators who didn’t just have followers; they had engaged communities that trusted their opinions. It’s the difference between asking your friend what to eat and asking someone with a built-in, loyal following of foodies who take every recommendation seriously.
- Content Strategy: The campaign was designed to showcase the product in all its glory. Influencers unboxed the products, taste-tested them, and even whipped up creative recipes, all while sharing the experience via Stories, Reels, and TikTok videos. The real magic here was in how these influencers made Dryfruitzone’s snacks look irresistible.
- Campaign Duration: With a four-week run, Dryfruitzone made sure the buzz didn’t just simmer down after a week. This sustained engagement helped reinforce the message that Dryfruitzone’s unique snack flavors were here to stay, creating an ongoing conversation.
Tools and Platforms: Where Flavor Meets Social Media
Instagram & TikTok were the perfect stage for showcasing Dryfruitzone’s snacking innovations. While Instagram Reels and Stories created visually enticing content, TikTok’s short-form videos ensured that the fun and funky vibe of the flavors spread like wildfire. Both platforms are a playground for snack-loving influencers, making them the perfect fit.
6. Crunching the Numbers: How EIT Food West Made Sustainable Snacking Trendy
When it comes to packaged food, "innovative" and "sustainable" aren’t exactly the first words that come to mind—until now. EIT Food West, supported by Vlaanderen Circulair, launched an influencer marketing campaign that took Belgian foodies on a culinary journey beyond their typical snack aisle.
By introducing sustainable and even insect-based snacks to the masses, the campaign aimed to challenge conventional food habits—and it didn’t shy away from getting creative with how to do it.
Strategic Approach: Mixing Bugs with Toast, and the Bloggers Who Sold It
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Influencer Collaboration: The recipe for success here was simple—find food influencers who could make anything look delicious. Four prominent Belgian food bloggers, including Roeckiesworld, The Messy Chef, and Chloe Kookt, were chosen for their credibility and engaging presence. These influencers weren’t just there to post pretty pictures; they became ambassadors for a more sustainable, healthy future. Their task? Create authentic content around products like insect snacks and beer-based toasts, and present them as the future of Belgian snacking. No small feat, but these influencers knew how to make even the weirdest bites look appetizing.
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Platform Variety: To reach the broadest possible audience, the campaign cleverly tapped into a variety of platforms—Instagram, Facebook, and YouTube. Instagram posts and stories provided mouth-watering visuals, while YouTube offered the perfect space for deeper dives and product reviews. Whether it was unboxing, recipe integrations, or casual product reviews, the content was designed to feel real, relatable, and, dare we say, delicious.
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Engagement & Trust: Overcoming the initial skepticism towards insects in snacks was no easy task. But with clear communication, detailed product knowledge, and a sprinkle of charm from the influencers, the campaign turned potential weirdness into curiosity. As a result, the products sparked numerous inquiries about availability, showing that, when influencers speak authentically, consumers listen.
Key Results: From Skepticism to Snack Obsession
The campaign introduced innovative food products to nearly 34,000 Belgian consumers. Not bad for snacks that sound like something out of a science fiction movie. Positive audience interactions flooded in, with countless questions about where to find these sustainable snacks. In influencer marketing, that’s the gold standard: when your audience doesn’t just admire the product but wants to buy it.
Beyond the buzz, the campaign succeeded in placing sustainable eating firmly in the Belgian food conversation, giving these startup food brands a solid platform for future growth.
The Secret Ingredient for Packaged Foods Success
Influencer collaborations are transforming the packaged foods landscape, with micro and nano influencers leading the charge. Long-term partnerships, authenticity, and creative campaigns, such as Little Moons’ viral TikTok challenge and Outsiders Pizza's millennial success, are key drivers.
As the sector grows, brands must embrace these strategies, leveraging influencers to build deeper connections and boost engagement. Future trends suggest that personalization and multi-platform approaches will dominate—brands should innovate and experiment to stay ahead.
