Top Packaged Foods Campaigns That Crushed It on Social Media

In the fast-paced world of packaged foods, staying relevant on social media isn’t just a nice-to-have; it’s a must. As consumer preferences evolve, so do social marketing strategies. Today, it’s all about health-conscious choices, authenticity, and influencers who feel more like trusted friends than celebrities.

Brands are realizing that the perfect recipe for success doesn’t just include tasty ingredients—it includes understanding the pulse of the audience, connecting on a personal level, and riding the wave of viral trends.

Gone are the days of polished, scripted ads. Now, consumers crave real stories, relatable content, and the occasional behind-the-scenes peek. Take Heinz’s campaign, as an example. By tapping into the deep, often funny affection people have for their products, Heinz served up a social media campaign that didn’t just sell a product—it made consumers feel like part of the family.

So, let’s break down how this campaign looked and look at some of the top brands cooking up success with their social media game, proving that in the world of packaged foods, it’s all about creating a connection.

1. Heinz's Social Media Feast: Serving Up Engagement, One Post at a Time

When it comes to Heinz, one thing’s for sure: it’s not just a condiment; it’s a cultural icon. Whether it’s the trusted ketchup sitting on your BBQ table or the comforting soup that heals your soul on a rainy day, Heinz speaks to everyone in their own way. So, how do you craft a social media campaign for a brand with so many personalities? Easy—embrace the diversity and make sure each fan gets a seat at the table.

The Heart of the Strategy: Emotions & Trust

Before even considering the first post, the team behind Heinz’s new social media campaign dove deep into what truly makes the brand tick: taste that you can trust. It’s this emotional bond with their fans, from the quirky mustard enthusiasts to the loyal ketchup lovers, that would form the foundation of the entire strategy.

By capitalizing on these emotional truths, Heinz managed to create a tone of voice that worked across their entire range of products, without sacrificing any of the individual character each product boasts.

Key Strategic Moves:

• Comprehensive Audience Research: By understanding Heinz’s UK fan base through previous engagement and Facebook insights, the team was able to tailor content that resonated with each distinct product group.

• Content Calendar Magic: Instead of treating Heinz as a single entity, they divided the calendar into slots for different products, ensuring every fan felt seen and heard, whether they were into beans or pasta hoops.

• Partnerships & Community Engagement: The team worked closely with Facebook to bring Heinz fans to the new page, keeping the conversation flowing and building stronger relationships with loyal followers. It wasn’t just about posts; it was about creating a community that could engage, interact, and share in the Heinz experience.

The Outcome: A Family of Flavours

By bringing all of Heinz’s brands under one virtual roof, the campaign not only ensured each product had its time to shine but also fostered an inclusive, fun atmosphere where fans could discover new Heinz products while engaging with their old favorites.

The “big family of tastes” approach allowed Heinz to leverage its flagship products, like ketchup, as a launchpad to introduce lesser-known items. It’s like turning your favorite mainstream artist into a gateway to discover hidden musical gems.

2. Apetit’s Social Media Feast: From Frozen Veggies to Facebook Fame

When you think of frozen veggies, you might not immediately picture high engagement or viral social media campaigns, but Apetit, Finland’s frozen food powerhouse, is here to change that narrative.

With a product range that includes everything from vegan burgers to frozen pizzas, Apetit’s mission was clear: break through the highly competitive FMCG (fast-moving consumer goods) industry and get their delicious, healthy offerings into the hearts and shopping carts of Swedish consumers. And how did they do it? With a carefully crafted social media campaign that turned frozen meals into a hot commodity.

The Challenge: Standing Out in a Crowded Freezer Aisle

In the world of frozen foods, where competition is as fierce as a frosty morning in Finland, brand loyalty is a tough nut to crack. Consumers tend to stick to their favorite brands for vegetables, meals, and snacks, making it harder for newcomers to get a foot in the door.

Add to that the challenge of inconsistent product distribution across Sweden, and Apetit had their work cut out for them. They needed a paid media strategy that would not only raise awareness but also drive foot traffic to grocery stores across the nation.

The Strategic Recipe: Targeted Ads & Creative Flexibility

• Audience Research: Understanding that Apetit’s core demographic consisted of health-conscious consumers, the team dove into Facebook audience insights. This allowed them to refine their targeting strategy to reach the right people at the right time.

• Video Magic: With limited creative assets—just a few product images to work with—the team worked their magic by turning these photos into engaging, bite-sized videos that highlighted the key selling points of Apetit’s products.

• Ad Campaigns & Ongoing Optimization: Once the ads were live, the results spoke for themselves. The ads sparked meaningful engagement, with users asking questions about the products, a surefire sign that Apetit was beginning to make waves in Swedish grocery aisles.