Let’s face it: TikTok isn’t just for viral dances and DIY life hacks anymore. It’s become a marketing powerhouse, especially in the food and beverage industry, where trends, tastes, and even actual food choices are getting shaped by what’s trending in your feed. With over 1.58 billion monthly active users (and 135 million of them in the U.S. alone), TikTok is more than just a platform for laughing at cute dog videos—it’s a catalyst for purchasing decisions.
A report from Gopuff even revealed that viral TikTok videos are now influencing what people decide to eat, with many running straight to the store after seeing their next food obsession on their For You Page.
From boosting sales through TikTok Shop to influencer partnerships that feel more like BFF recommendations than ads, food brands are finding new ways to build relationships and drive conversions. But one standout campaign from Costa Coffee took personalization to a whole new level.
Keep reading to uncover how Costa leveraged TikTok’s Spark Ads to stir up some serious engagement, and discover other game-changing strategies shaping the future of food and beverage marketing.
- 1. Personalization at Scale Using Spark Ads
- 2. Boosting CTR with Interactive Display Cards
- 3. Automating User-Generated Content (UGC) Collection to Maximize Brand Mentions
- 4. Leveraging TikTok’s Full-Funnel Marketing to Drive Conversions
- 5. Supercharge Engagement with Gamified Hashtag Challenges
- 6. Scaling Video Content with Creator Networks and Affordable Influencers
- What Food & Beverage Brands Can Learn from These Social Wins
- Frequently Asked Questions
1. Personalization at Scale Using Spark Ads
Here’s the thing: personalization is the new black. In a world where we’re constantly bombarded with ads, the secret to cutting through the noise is making your content feel like it’s made just for the viewer. Enter Spark Ads—TikTok’s not-so-secret weapon for creating personalized, native ad experiences that don’t just grab attention but actually resonate.
The genius of Spark Ads is that they let you amplify organic content (whether it’s your brand’s or a creator’s) in a way that feels completely in tune with the platform. It's like a coffee delivery that’s always just the right temperature—refreshing and perfect for the moment.
With Spark Ads, you’re not just boosting an ad, you’re boosting a conversation. When your brand’s content feels native to the user’s feed, it doesn’t feel like a marketing pitch—it feels like a perfectly timed TikTok video that just so happens to feature your product in the most seamless, fun way.
And it’s this authenticity that makes it so effective. Instead of forcing an ad into a user’s face, you’re offering them something that feels like it belongs there.
Costa Coffee didn’t just want to throw another ad into the TikTok feed—they wanted to make their audience feel their brand. By tapping into TikTok’s subcultures like fitness, animals, and luxury, Costa was able to create 14 unique, non-interruptive ads that felt like they were speaking directly to the person watching them.
@costacoffee Looking to get outside and soak up that spring weather? First up, a Costa just for you. #cottagecore #nature #outdoors #fyp #Costa #TheCostaForYou ♬ original sound - Costa Coffee
The Spark Ads format allowed these videos to be boosted across the platform, making sure they reached the right people, at the right time, in the right way. No generic “buy coffee” prompts here—this was all about showing up in a way that felt right for each TikTok user.
Results & Analysis
The results were spicy. Costa’s use of Spark Ads not only drove massive awareness (42 million impressions) but also gave the brand a substantial bump in followers (+159%). With just a £1.39 CPM, Costa managed to connect with a highly targeted audience without being intrusive.
By tailoring each ad to a specific interest, they got TikTok users to engage in ways they didn’t expect—and all without disrupting the user experience. It’s clear that creating personalized content that aligns with the platform’s culture can lead to huge engagement, and it can be done affordably.
Key Takeaway
Based on the strategy's success, I have to say—this is the future of ad content. Personalization isn’t just a buzzword—it’s a powerful tool to connect with your audience. By using Spark Ads to tailor your message to specific TikTok subcultures, you can create an experience that feels more like a conversation than an ad.
It’s about showing up where your audience already is, with something that feels native to them. If you haven’t tried Spark Ads yet, this campaign proves it’s definitely worth the shot.
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2. Boosting CTR with Interactive Display Cards
Sometimes you just need to give people a reason to act—and in the world of digital ads, that reason is often an interactive element. Enter Display Cards—TikTok’s nifty tool for driving action without disrupting the user experience.
These bad boys are embedded directly into your In-Feed Video ads and function like a clickable CTA that lets users interact with your content in an organic way. Think of it as adding a surprise button to a TikTok video that invites the viewer to dive deeper into your world. No pushy sales pitch, just pure, clickable curiosity.
Sour Patch Kids knew exactly what they were doing with Display Cards. They paired this interactive tool with their already existing in-feed video content to highlight their new Custom Mix product, allowing users to personalize their candy combos.
It was the perfect way to blend fun, engagement, and a call to action, all without feeling like you were watching an ad. These cards let Sour Patch keep the fun and mischievous vibe of their brand, while guiding the audience toward immediate action: buying candy.
@therealsourpatchkids Making your own blue and red mix is really that easy. #sourpatchkids #sourthensweet #sourcandy #combinationpizzahutandtacobell ♬ Combination Taco Bell and Pizza Hut by Das Racist - Charlie
Sour Patch Kids used Display Cards to make their Custom Mix candy a TikTok sensation. In a clever move, they combined the fun of organic TikTok content with the functionality of the Display Card to drive traffic to their website.
They didn't just show a static candy image; they invited their audience into the mix, allowing them to interact and engage with the product in a playful way. The Display Card was a game-changer for Sour Patch Kids, driving engagement at a level far beyond traditional static ads. The ability to add a CTA without interrupting the experience kept things light and playful, exactly how you want Sour Patch Kids to feel.
Results & Analysis
The results? Well, they outperformed TikTok’s benchmarks, with a +136% CTR increase, +331% compared to the benchmark, and a +74% rise in cost-per-click efficiency. Talk about a sweet success.
Key Takeaway
If you ask me, I think Display Cards are a no-brainer for any brand trying to boost CTR on TikTok. You’re combining the best of both worlds: native, engaging content and a call to action that doesn’t feel intrusive.
By adding that interactive element, you’re creating a bridge between passive content and active engagement—something that every brand should strive for. If you’re not using Display Cards yet, now might be the time to try them.
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3. Automating User-Generated Content (UGC) Collection to Maximize Brand Mentions
Let’s talk about a marketing strategy that’s as smooth as the drink it’s promoting: automating the collection of user-generated content (UGC). It sounds simple, but when you’re managing a campaign that spans multiple events, influencers, and platforms, it can become a huge time sink.
That’s where Archive comes in—this tool doesn’t just save you time, it transforms the way you collect and organize UGC. Instead of drowning in screenshots and spreadsheets, Archive automatically captures Instagram Stories and UGC, and even allows you to search for the most relevant content using AI. It's like having a virtual assistant that never sleeps, always finding the best content for your next big campaign.
In a world where user-generated content is one of the most powerful tools to build trust with your audience, automating the process means you can scale your efforts without scaling your stress. By using Archive, Long Drink saved hours of manual work while simultaneously doubling their brand mentions across social platforms. It's like getting two birds with one stone—more content, less hassle.
Long Drink’s digital brand manager, Ilana Shektman, was tired of manually tracking every post about the brand. So, she turned to Archive, which automatically captured all relevant UGC, stored it safely, and let Ilana search through it with ease.
The AI-powered platform helped Long Drink’s team save 30 hours per month, freeing up valuable time for other creative tasks. By automating UGC collection, they didn’t just save time—they got more relevant content that they could repurpose for future campaigns.
Results & Analysis
The results were undeniable: 2x the brand mentions and significantly more opportunities to engage with their audience. Long Drink could now run more campaigns, connect with more influencers, and keep the conversation flowing.
Key Takeaway
As an expert in influencer marketing, I can’t stress enough how game-changing automation can be. UGC is one of the most valuable assets you can leverage, but managing it manually is a nightmare. With tools like Archive, you’re not only saving time—you’re also ensuring your campaigns run more smoothly and with better content. If you’re running multiple campaigns or working with influencers, this kind of tool is a no-brainer.
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4. Leveraging TikTok’s Full-Funnel Marketing to Drive Conversions
Want to know how to go from a brand that’s been around for ages to a trendy, must-have item? It's all about showing up in the right way at the right time. And if there’s ever a right time to capture attention and drive conversions, it's Ramadan.
Frestea nailed this with a full-funnel marketing strategy on TikTok that made sure every step of the user’s journey—from awareness to purchase—was perfectly timed and flawlessly executed. This wasn't your typical “throw an ad out there and hope for the best” campaign. Instead, Frestea used TikTok’s integrated features to create an experience that hooked their audience, nurtured their curiosity, and turned it into real-world sales.
TikTok’s Spark Ads were key here, helping to amplify organic content and reach users with messages that felt native to the platform. But it wasn’t just about reaching people—it was about reaching them at exactly the right time.
With data-driven targeting, Frestea used moment-based messaging to ensure their ads were served during those peak moments when users were most likely to purchase, especially during the Ramadan festivities.
@fanisheku Kapan lagi ada promo nikmat & hemat dari FRESTEA! Sekarang Beli 2 Gratis 1 lho di ALFAMART terdekat kalian yaa. Periodenya tanggal 16 sampai 31 Maret aja ya 🤤❄️ Mending buruan borong sekarang juga! #makanbarengfanisheku #promotiktok #frestea #JelajahRamadan ♬ Funny lazy donkey (hilarious song)(937200) - LEOPARD
The brand faced a tough challenge—regaining market share in a competitive space. The brand needed an innovative approach to win over new customers, especially younger generations, during Ramadan.
So, they turned to TikTok, where they could take advantage of the platform's unique ability to connect with consumers during a peak cultural moment. Using Spark Ads, Frestea took content that was already performing well organically and gave it a little extra push. They also tapped into moment-based messaging, making sure their ads hit during the most relevant times, like when people were about to break their fast or looking for a refreshing drink.
Results & Analysis
The result? Frestea had a whopping 64% conversion rate and 558,000 sampling redemptions—talk about a win. By using TikTok’s Spark Ads and full-funnel marketing capabilities, Frestea also reached 66 million impressions while converting 90% of the audience into new buyers.
Key Takeaway
From my perspective, TikTok’s full-funnel capabilities are a dream for any brand looking to connect with a new audience. By using Spark Ads to amplify organic content and aligning with cultural moments like Ramadan, Frestea wasn’t just advertising—they were becoming a part of the conversation.
If you want to scale conversions on TikTok, make sure you’re not just throwing out ads. You need to understand when your audience is most engaged and deliver content that feels native, relevant, and perfectly timed.
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5. Supercharge Engagement with Gamified Hashtag Challenges
If you want to capture attention on TikTok, you’ve got to play the game—literally. Enter gamified Hashtag Challenges, where the rules are simple: make it fun, make it interactive, and give your audience a reason to participate. Foodpanda served up a perfect example of this strategy by launching a Branded Hashtag Challenge with a twist—adding a gamified Branded Effect to keep users coming back for more.
In this case, the challenge was all about users trying to “catch” food delivery packages flying across the screen to rack up the highest score. The beauty of gamification is that it taps into people’s competitive side, while still being completely in line with the fun, light-hearted vibe of TikTok.
The beauty of this approach is that it doesn’t feel like an ad—it feels like a game. It’s an experience that invites users to engage in a way that doesn’t feel forced. When done right, these challenges are a win-win: the brand gets massive visibility, and the users get the satisfaction of interacting with your content in a fun, creative way.
Foodpanda’s TikTok campaign in Thailand was a total feast for the senses. The brand launched the #foodpandalifethatyoucanorder challenge, inviting users to participate in a gamified experience where they “caught” foodpanda delivery packages on their screens.
To drive engagement, Foodpanda collaborated with TikTok influencers, launched in-feed ads, and even placed the challenge on TikTok’s Discover page.
@atompakon ถ้าหิว ก็เข้าแอปแล้วสั่งเลย #foodpandaชีวิตสั่งได้ ระหว่างรออาหารก็เล่นเกมส์นี้แก้หิวกันได้นะ เพลินสุดๆ #foodpandath ♬ original sound - Atompakon
Results & Analysis
The results were delicious. Foodpanda’s gamified Hashtag Challenge generated 122,000 participants, a whopping 167,000 user-generated videos, and 179 million video views. This was far above TikTok’s typical engagement benchmarks for campaigns. By leveraging the power of gamification and creating a fun, interactive experience, Foodpanda didn’t just raise awareness—they sparked a movement.
Plus, the Branded Effect ensured that the campaign felt fresh and exciting, giving users a reason to come back for more.
Key Takeaway
From my perspective, gamified Hashtag Challenges are the way to tap into the interactive side of TikTok. They’re not just a fun way to engage your audience—they create a sense of community, where everyone feels like they’re part of the action. If you’re looking to drive massive engagement (and let’s be honest, who isn’t?), gamification should be at the top of your list. It’s not just about putting out content; it’s about getting your audience to interact, share, and have fun with your brand.
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6. Scaling Video Content with Creator Networks and Affordable Influencers
Here’s the deal: authentic content is the backbone of any successful digital marketing strategy. But if you’re a brand like Good Protein, working with traditional influencers can get expensive fast. So how do you scale authentic content without breaking the bank?
The answer is a network of affordable creators who can produce high-quality video content at scale. Good Protein did just that by leveraging Billo, a platform that connects brands with a diverse range of creators, making it easier and more cost-effective to create the content that resonates with audiences. By building a reliable network of creators, Good Protein was able to scale their video production while maintaining the authenticity that their audience craved.
What’s great about this strategy is that it allows you to produce large quantities of content quickly and cost-effectively. By tapping into a pool of creators, you can diversify your content, make it more engaging, and ensure that it aligns with your brand values—without having to fork out for big-name influencers.
Good Protein, a vegan protein brand, faced the challenge of finding creators who could produce authentic, engaging video content without overspending. By integrating Billo into their workflow, they were able to tap into a broad network of content creators who could produce everything from honest product reviews to scripted videos.
@goodproteinStep 1 to crushing your New Year’s resolutions: Good Protein 💪 Enjoy 20% Off Now!♬ original sound - goodprotein
With Billo, Good Protein scaled their video content production and achieved incredible results, especially during high-stakes campaigns like Black Friday, resulting in their best sales month of the year. The increase in video content was directly linked to their boosted ad spend and overall sales growth.
Results & Analysis
Good Protein’s partnership with Billo resulted in a 350% increase in ad spending, while still maintaining efficient CPA metrics. The platform’s ability to connect Good Protein with a broad range of creators allowed them to scale their content without sacrificing quality. The efficiency of this process freed up the marketing team to focus on other high-priority tasks while still getting the content they needed to drive sales.
Key Takeaway
In my opinion, the future of digital marketing lies in leveraging creator networks for scalable content creation. Billo allowed Good Protein to tap into a pool of creators who were able to produce content that felt genuine and connected with their audience. If you’re trying to scale your brand’s presence without burning a hole in your budget, look into platforms like Billo that streamline creator partnerships. It’s a game-changer for efficiency, cost-effectiveness, and ultimately, driving sales.
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What Food & Beverage Brands Can Learn from These Social Wins
From creator-driven content to TikTok-first, full-funnel execution, these campaigns reveal one truth: performance thrives on relevance, timing, and creativity. Whether through gamified challenges, platform-native tools, or strategic influencer collaborations, brands are breaking through the noise with bold, data-backed experimentation.
The future? Think real-time personalization, scalable creator ecosystems, and culturally synced campaigns. For food and beverage brands ready to grow, it’s time to think less like advertisers—and more like storytellers embedded in the scroll.
Frequently Asked Questions
What are effective TikTok content strategies for food and beverage brands?
Share engaging videos showcasing your products, behind-the-scenes content, and user-generated content to build authenticity and connect with your audience.
How can food brands leverage TikTok trends?
Participate in trending challenges, use popular hashtags, and incorporate viral sounds to increase visibility and engagement with your target audience.
What role do influencers play in TikTok marketing for food brands?
Collaborating with influencers allows brands to reach wider audiences authentically, as influencers create relatable content that resonates with their followers.
How often should food brands post on TikTok?
Consistency is key; aim to post at least 2-3 times per week to maintain audience engagement and stay relevant on the platform.
What is the impact of user-generated content on TikTok marketing?
Encouraging users to create and share content featuring your products enhances authenticity and fosters a community around your brand.
How can food brands measure success on TikTok?
Track metrics such as engagement rates, follower growth, video views, and the performance of specific campaigns to assess effectiveness.
Should food brands invest in TikTok advertising?
Yes, TikTok's advertising platform offers various formats that can enhance brand visibility and engagement when used strategically.
