Top Vegan & Plant-Based Foods Social Media Marketing Campaigns

The vegan and plant-based food sector is on a roll, with a global market valued at $16.55 billion in 2022 and projected to double by 2030, up to $37.5 billion. As the industry grows, brands are embracing social media campaigns that are as fresh and exciting as a new plant-based burger on the block. From influencer collaborations to clever, bold content, companies are cooking up campaigns that not only raise awareness but also build genuine connections.

That’s where smart campaigns come in, like the ones from brands such as Vegetarian Express, which turned their modest social presence into a business-driving powerhouse. For this campaign, Sleeping Giant Media rocked the vegan and plant-based space by focusing on both organic and paid social media efforts.

Ready to learn more about this campaign and dive into some standout campaigns that are changing the game? Let’s break them down. Spoiler: It’s not just about food—it’s about smart strategy.

1. How Vegetarian Express Mastered Social Media to Win Over the Catering Industry

When you’re starting from scratch in a crowded digital space, it’s not enough to just be on social media — you’ve got to stand out. And that’s exactly what Vegetarian Express did, with Sleeping Giant Media at the helm, creating a social media campaign so effective, it left competitors scrambling to catch up.

Strategic Approach:

• Paid and Organic Social Media Marketing: A perfect combo to balance short-term wins with long-term growth.

• Targeting Precision: No more “spray and pray” targeting — precise audience filtering using Facebook’s audience options, Pixel data, and remarketing.

• Video + Image Ads = Brand Awareness + Traffic: Visual content that hooks the audience and nudges them to click for more.

The Campaign Rundown:

For Vegetarian Express, social media wasn’t just a tool — it was the key to unlocking untapped leads in the food service industry. With a relatively low social profile, the goal was clear: Boost their visibility and build strong industry leads, especially in the lead-up to their Veganuary campaign.

To ensure they didn’t end up wasting their budget on vegans-in-name-only or people who thought "plant-based" was just a trendy buzzword, Sleeping Giant Media used laser-focused audience targeting. By combining Facebook Pixel data, lookalike audiences, and constant refinement, the campaign cut through the noise like a chef’s knife through tofu.

The campaign wasn’t just seen — it was engaged with. With video ads targeting fresh audiences and images driving direct traffic to the site, the results were a recipe for success.

The Numbers Speak for Themselves:

• 232,350 impressions – Talk about making a splash. This campaign made its presence felt across the digital food service landscape.

• 17,081 post engagements – That’s a lot of double-taps, shares, and comments from a highly relevant audience.

• 15,345 video views – When you’ve got video content, it’s all about keeping them watching — and these numbers prove the campaign did just that.

• 2,762 link clicks – Clicks that didn’t just add to the vanity metric pile but actually drove traffic and conversions.

• Highest lead volume to date – Vegetarian Express saw their highest number of leads, meaning that this campaign wasn’t just about likes — it was about real business results.

The Bottom Line:

In the world of social media marketing, precision and timing are everything. Vegetarian Express nailed both. By crafting a targeted campaign that hit the right people with the right content, they were able to generate serious interest and results. It’s a textbook case of how to turn a modest social presence into a giant leap forward.

So, what’s the takeaway here? If you want your social media campaigns to make a real impact, don’t just throw spaghetti at the wall and hope something sticks. Target your audience with surgical precision, get creative with your content, and let data guide you to success.

2. Cauldron’s Plant-Based Power Move: Turning Social Media into a Flavor-Fueled Success

When you’re aiming to win over a plant-curious audience, it’s not enough to just post a few tasty recipes and call it a day. Enter Cauldron’s rebrand and their social media strategy, which proved that a well-planned, multi-channel campaign could turn a veggie-based brand into a household name. It’s like adding the perfect dash of spice — bold, impactful, and memorable.

Strategic Approach:

• Influencer Marketing: Collaborating with fresh, relevant influencers every month to build credibility and FOMO.

• In-House Content Creation: Crafting unique, on-brand videos, images, and graphics that are ready to jump on trending moments.

• Community Management: Daily interactions with fans, fostering conversations, and keeping the brand’s voice authentic.

• Paid Social Boosts: Ensuring posts reach the right audience through targeted Instagram boosts for maximum visibility.

The Game Plan:

Cauldron’s mission was simple: Get people to choose plants over meat with mouthwatering content that didn’t just look good — it felt good. The challenge? Their social presence needed a boost, and their audience needed to feel confident about cooking plant-based meals.

Good n Proper’s approach was spot on: Make the brand approachable, fun, and flavorful through three core messaging pillars: Flavour, Plants, Positivity. The goal was to show that plant-based food isn’t just healthy — it’s delicious and inspiring.

To amplify this message, Good n Proper worked their influencer magic, tapping into social influencers who aligned with Cauldron’s values and audience. The impact was clear — influencers don’t just push products; they create trust, generate buzz, and give followers that “I gotta try this” moment.

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A post shared by Hema Varsani | Easy Vegetarian Recipes (@hemaeats)

The Results:

• 87.5% Increase in Post Engagements: This is what happens when your content connects with people. Cauldron’s posts didn’t just get likes; they sparked real interaction.

• 561 Average Engagements per Post: People weren’t just scrolling by; they were engaging — commenting, sharing, and reacting.

• 5,000 New Followers: Cauldron’s community grew substantially, proving that fresh, relevant content and targeted outreach attract more fans.

• 89% Increase in Post Impressions: Paid and organic strategies combined for an impressive spike in visibility, getting the brand in front of new eyes.

Why It Worked:

Cauldron didn’t just throw content at the wall and hope it stuck. They had a clear strategy with a focus on authenticity, relevance, and timing. By combining influencer partnerships with smart content creation and hands-on community management, they ensured their message hit the right note, like a perfectly cooked falafel.

Every element, from in-house visuals to influencer collaborations, reinforced the idea that plant-based food is for everyone, not just vegans. Plus, a dash of social trends never hurt anyone.

So, what's the takeaway? If you want your brand to shine, you’ve got to cook up a social media strategy with the right ingredients. Cauldron’s success proves that with a bit of creativity, consistency, and community love, you can turn a plant-based brand into a social media superstar.

3. Victory Vegan Burgers: From Diner to Dynamo – A Social Media Rebrand for the Ages

When Tommy’s original vegan venture, Vegan Diner, was ready for a glow-up, it needed more than just a fresh coat of paint. Enter Victory Vegan Burgers. A rebrand, a social strategy overhaul, and a full-throttle approach to digital presence turned this casual concept into a social media powerhouse, thanks to the experts at MaFly. Spoiler alert: it worked.

Strategic Approach:

• Rebrand and Visual Overhaul: Fresh name, fresh look, and fresh social presence across all platforms.

• Paid Social Media Campaigns: Boosting posts on Facebook and Instagram to ensure Victory Vegan Burgers wasn’t just shouting into the void.

• Engagement Focus: A commitment to growing and interacting with the brand’s community, fostering a sense of loyalty and buzz through memes.

The Plan:

Victory Vegan Burgers was ready to shake off the old and embrace the new, so the first step was a complete brand revamp. Out went Vegan Diner, and in came a name that screamed success: Victory Vegan Burgers. But it wasn’t just about a new name — Tommy wanted social media to carry this victory banner far and wide.

The MaFly team stepped up with a visual transformation across Instagram and Facebook. From snazzy new profile images to updated highlight covers, everything looked polished and aligned with the new brand identity. But they also envisioned a new era of social posting. Instead of bland posts featuring dishes and menus, MaFly devised a content creation approach that resonates with Gen Z - memes.

Memes are the ultimate tool to get your new brand up and running. They're witty, fun, and easily sharable, just what Victory Vegan Burgers needed to attract more.

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A post shared by Victory Burgers (@victoryburgers)

And what did the new look and posting approach do? It earned credibility in the vegan takeaway space and drew hungry eyes from all corners of social media.

The Numbers Don’t Lie:

• Instagram Following Up by 13%: It’s clear people were hungry for more, and they followed along for the ride.

• Engagement Up by 385%: This isn’t just a mild uptick; this is a full-on engagement feast, with customers commenting, sharing, and craving more.

• Reach Up by 386%: When your reach increases nearly 400%, you’re no longer just posting — you’re reaching and attracting new customers like a well-placed billboard on a busy street.

• Record Sales and Off-Peak Orders: The success wasn’t just social. This digital revamp translated to real-life results, with Victory Vegan Burgers achieving record sales and consistent orders, even during quieter times.

Why It Worked:

It wasn’t just about slapping a new name on a business and hoping people noticed. Victory Vegan Burgers needed a full-on rebrand that felt fresh, inviting, and true to their values. By combining savvy content creation with strategic ad spend, they were able to turn their social media channels into a magnet for fans, new and old.

In essence, Victory Vegan Burgers proved that a strong digital presence isn’t just about posting pretty pictures — it’s about fostering community, driving engagement, and making sure that every post hits the right tastebuds. From zero to viral? Check.

4. Alpro's UGC Magic: Turning Customer Content into Plant-Based Gold

In a world where authenticity is everything, Alpro took a bold step toward strengthening its connection with fans, and the results speak for themselves. By harnessing the power of User Generated Content (UGC), Alpro not only created more meaningful engagement but also inspired their audience to trust and love plant-based dairy alternatives.

It’s like turning a humble recipe into a viral sensation — the kind of success that makes other brands ask, "Why didn’t we think of that?"

Strategic Approach:

• UGC Integration via Flowbox: Using Flowbox to collect, manage, and showcase customer-generated content directly on their website.

• On-Site Content Activation: Displaying UGC prominently on the homepage and product pages, creating a seamless experience for potential customers.

• Simple & Scalable Platform: Easy-to-use tools that allowed Alpro’s team — and even their trainees — to effortlessly integrate UGC into their ecosystem.

The Plan:

Alpro knew its community was posting amazing photos, recipes, and stories on social media about how they were using Alpro products, but they weren’t tapping into this goldmine of authentic content. Enter Flowbox, the game-changer that allowed them to easily collect, manage, and redistribute this UGC across their social media channels.

The idea was simple: let the fans speak for the brand. Alpro began featuring these real-life moments on their website and social channels, showcasing how customers were using Alpro’s products.

Whether it was a creamy oat-based yogurt or a coconut milk coffee, these photos and recipes became authentic endorsements that no paid ad could match.

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A post shared by ІВАНКА ХОМА (@ivanka_khoma)

The Numbers That Speak for Themselves:

• 4% Engagement Rate on UGC: For any digital campaign, engagement is king, and Alpro’s UGC-driven content is consistently outshining benchmarks with a 4% engagement rate, and even spiking to 15% during peak times. That's like a chef hitting the perfect seasoning every time.

• UGC as an Engagement Powerhouse: By integrating UGC into their website, Alpro turned a simple photo gallery into a compelling, interactive experience that not only increased engagement but also encouraged potential customers to try their products.

Why It Worked:

Alpro didn’t just push out ads; they created a community where customers could feel heard, seen, and inspired. By showcasing real-life experiences, they humanized their brand and gave their audience a voice. The ease of using Flowbox also made it a no-brainer for their team to incorporate this strategy into their digital toolkit, while providing Provamel, their sister brand, with the same success formula.

This UGC-driven approach gave Alpro a huge edge in the plant-based space, positioning them not just as a product but as a trusted, relatable choice for anyone curious about dairy alternatives. It's like the digital version of word-of-mouth — only a lot more clickable.

What's Next?

Alpro’s success with UGC has laid a solid foundation, but they’re not stopping there. They’re eyeing the next step: expanding UGC to a dedicated community page, providing even more opportunities to connect with their audience. With Provamel jumping on board and the numbers proving how effective UGC is, it’s clear this strategy isn’t just a trend — it’s the future.

So, what's the takeaway? In the crowded world of plant-based products, Alpro isn’t just talking about their products; they’re letting their community do the talking. And if you can get your audience to sing your praises, you’ve already won half the battle.

5. Essence Bistro: Cooking Up a Social Media Feast with Flavor and Engagement

When Essence Bistro opened its doors amid the chaos of COVID, it wasn’t just battling lockdowns — it was also in need of a social media strategy that would stand out in the crowded restaurant scene.

With plant-based dishes, clean proteins, and bold Latin American flavors, the bistro had all the right ingredients. But what it needed was the right social media recipe to attract local foodies and create a buzz. So, we turned up the heat, and the results speak for themselves.

Strategic Approach:

• Social Media Management & Content Creation: Crafting authentic, engaging content that showcased the bistro’s vibe and unique offerings.

• Short-Form Video Content (Reels): Using Instagram Reels to create attention-grabbing, feel-good posts that resonated with the community.

• Influencer Partnerships: Collaborating with local food influencers to amplify the brand and generate authentic buzz.

• Community Management: Building relationships by engaging with like-minded accounts and ensuring a strong, loyal following.

The Plan:

From the start, it was clear that static food photos wouldn’t cut it. Social media needed to reflect the vibrant energy of Essence Bistro, from its bold flavors to its warm atmosphere. Enter the in-house content production squad: photographers, videographers, and content strategists who captured everything — from mouthwatering shots of the dishes to the restaurant’s lively vibe.

We didn’t stop there. Knowing that social media thrives on short, digestible content, we turned Essence’s Instagram feed into a culinary playground with Reels and photo carousels. These weren’t just your run-of-the-mill posts; each one was crafted to highlight the bistro’s unique value proposition, keeping it fresh and relatable.

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A post shared by Casandra Caccamo | Real Estate (@casandrarealestate)

We also amped up the community management side by interacting with profiles that shared Essence’s values, making sure to target the right audience with highly tailored social ads.

But let’s be honest: influencer collaborations are where the magic happens. To turn up the heat even more, we teamed up with well-known foodies around the city. They got an exclusive behind-the-scenes tour of the restaurant, tasted the menu, and then shared their honest opinions with their followers.

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A post shared by Tammy (@tammyeatsworld_)

The Results:

• +231% Website Traffic: Hungry customers weren’t just liking posts — they were clicking through and making reservations.

• +280% Reel Interactions: Short-form video took off, proving that fun, snackable content is king.

• +87% Social Engagement: With content that resonated and a community management approach that fostered real conversations, engagement soared.

Why It Worked:

Essence Bistro didn’t just want to be another Instagram-worthy spot; it aimed to build a community of engaged fans. By focusing on authentic content, leveraging influencer power, and maintaining consistent interaction with their audience, Essence turned their social media presence into a must-follow account for local food lovers.

6. Jude’s Ice Cream: Scooping Up Social Media Success One Flavor at a Time

When it comes to ice cream, it’s not just about the flavor—it’s about the experience. Jude’s Ice Cream nailed both, and thanks to a strategic social media campaign, they didn’t just serve up delicious, sustainable desserts; they created a viral moment that turned social media users into loyal fans. Let’s break down how this campaign took off like a sundae on a hot day.

Strategic Approach:

• Content Creation & Social Media Strategy: Crafting visually stunning, trend-aligned content that resonated with food lovers and lifestyle aficionados.

• Organic & Paid Social Media: A perfect combo of organic engagement and paid campaigns, pushing Jude’s to new heights across Instagram, TikTok, and Facebook.

• Leveraging Timely Content: Reacting quickly to cultural moments (like the Platinum Jubilee) and using them as a springboard for viral content.

• Audience-Centric Approach: Engaging foodies, high-affluence buyers, and chefs by celebrating the quality and sustainability of Jude’s offerings.

The Plan:

Jude’s Ice Cream has been around for over 20 years, but in 2022, they decided it was time to add some social media sprinkles to their sweet treat. Their strategy was simple but effective: create high-quality, engaging content that celebrates their delicious ice cream while staying true to their brand values—sustainability, craftsmanship, and a touch of playfulness.

Instead of just focusing on vanity metrics, the team prioritized genuine engagement. They got creative, aligning their content with social trends, using visually striking photography, and, of course, a bit of humor.

The campaign was smart about being reactive, seizing media moments and capitalizing on them for real-time success. One standout example was the Platinum Jubilee Trifle recipe, which was conceptualized and posted within 72 hours.

@judesicecream This trifle makes the perfect centerpiece for any Platinum Jubilee celebrations! ❤️💙🤍 #triflerecipe #platinumjubilee #desserttiktok #recipesoftiktok ♬ HANDEL - ARRIVAL OF THE QUEEN OF SHEBA - Steven Openshaw

It wasn’t just about ice cream—it was about tapping into a national event and making it relevant to their audience. The video went viral, hitting over 420K views across TikTok, making it a clear example of social media agility.

The Numbers:

• 11.8M Organic Reach (2022): Jude’s didn’t just create content—they created buzz, spreading the word far and wide.

• 16.5M Paid Reach (2022): Paid campaigns ensured that their content hit the right audience, boosting their organic success even further.

• 320K+ Video Views: The Platinum Jubilee Trifle recipe wasn’t just a hit—it was a viral sensation.

• Award-Winning: The campaign was recognized as the ‘Organic Social Media Campaign of the Year’ at the UK Digital Excellence Awards 2023.

Why It Worked:

Jude’s Ice Cream’s approach was a blend of quality content, real-time relevance, and smart paid strategies. The team didn’t just want to promote their ice cream—they wanted to promote the experience, the joy, and the social moments that come with it.

By aligning content with food culture trends, creating visually compelling posts, and staying on top of pop culture events, they turned a premium brand into a social media sensation.

How Plant-Based Brands are Winning Hearts (and Sales) Online

The key to success in the plant-based food industry lies in engaging content, influencer partnerships, and timely, reactive campaigns. Brands like Jude’s Ice Cream and Cauldron have proven that tapping into real-time events and fostering authentic community engagement can drive significant results.

In a crowded digital space, precision, creativity, and agility are essential. Moving forward, leveraging UGC and short-form video will continue to be powerful strategies, so innovate, adapt, and experiment with fresh ideas.

About the Author

Kalin Anastasov

Writer

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.