Influencer marketing has changed how brands in the food and drink sector connect with consumers by allowing for authenticity and a sense of community. Through partnerships with influencers, brands transform everyday moments and products into shareable experiences that resonate on platforms like Instagram and TikTok.

Here’s a look at some recent influencer campaigns that have had strong impact for food and drink brands:

Poppi

In April 2024, Poppi, a prebiotic soda brand, launched an influencer marketing campaign at the ‘it’ festival Coachella by partnering with TikTok’s ‘it’ influencer, Alix Earle.

The brand provided Earle and her friends with a luxurious, Poppi-themed house, dubbed ‘Casa Poppi’, complete with branded décor and products. This campaign was designed to naturally integrate Poppi into Earle’s content throughout the festival. Earle shared approximately 20 TikTok videos during Coachella, with about 40% featuring Poppi’s branding, either through product placement or visible logos in the background. This led to a 200% increase in Poppi’s sales following the event, marking one of the company’s most successful product launches.

Absolut Vodka

Another example of food and drink influencer marketing being done successfully is Absolut Vodka’s award-winning campaign in 2020. Over eight months, the spirit brand partnered with selected influencers to create buzz and excitement around its product line. The campaign showcased diverse storytelling approaches, including influencer-led cocktail tutorials, lifestyle content that seamlessly integrated the brand, and unique social media activations.

Absolut’s strategy was authentic as it worked with influencers who had an organic connection to their target audience, which resulted in over 8.6 million social media engagements and thousands of user-generated posts inspired by the campaign.

Oreo

In 2020, Oreo launched ‘The Oreoverse’, a campaign that combined VR with storytelling. This campaign invited consumers into a virtual Oreo-themed world filled with interactive games, challenges, and vibrant environments that captured the brands playful and imaginative spirit. Accessible via mobile devices, ‘The Oreoverse’ aimed to create a one-of-a-kind experience that would resonate with tech-savvy audiences.

To amplify the campaigns reach, Oreo partnered with hero influencers across social media platforms. These influencers showcased their own journeys through ‘The Oreoverse’, sharing engaging videos and tutorials with their followers. By blending the cutting-edge appeal of AR with the relatability and authenticity of influencer content, the campaign encouraged fans to explore the digital world and share their own experiences online.

Food and drink influencer marketing has emerged, allowing brands to build authentic and engaging connections with consumers. By leveraging the creativity and relatability of influencers, these campaigns amplify brand messaging through storytelling, cultural relevance, and shared experiences.

Success stories like Poppi’s bold activation at Coachella, Absolut Vodka’s tailored influencer partnerships, and Oreo’s innovative ‘Oreoverse’ showcase the power of blending traditional marketing with digital-era strategies. These campaigns not only drive sales and engagement but also redefine how consumers interact with brands, proving that influencer marketing is a cornerstone of modern food and beverage branding.

We work with a variety of brands on their influencer marketing, helping them to expand brand awareness, prompt purchase and create engaging content. Get in touch today to find out how we could help you. Call us on 0113 430 4160 or drop us an email: hello@prohibitionpr.co.uk

For more interesting articles from us check out these posts:

  1. Top Influencer Campaigns For 2024 So Far 
  2. Luxury PR and Marketing: TikTok’s Potential for Luxury Brands
  3. Influencer Marketing: 2024 Trends for Businesses

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