The entire food and drink supply chain contributes a whopping £172 billion to the UK economy, so it’s safe to say that a market of this size can be extremely oversaturated.
So, how can brands stand out? What are other businesses doing on social media to cut through the noise and maintain their share of the market?
In this blog, we’re taking a look at the brands making an impact within the UK’s largest manufacturing industry and exploring what they’re doing differently on social media.
M&S
Marks & Spencer is one of the UK’s most loved supermarkets, so it’s no surprise that it enjoys a large following and strong engagement online. However, rather than simply sticking to what it knows, the retailer has been experimenting with new social media strategies to increase its share of voice.
Enter Kathryn Turner, Head of Product Development at M&S Food. In just eight weeks, Kathryn has become the unofficial face of the brand on social media.
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Using a simple but authentic approach, Kathryn’s content has delivered impressive results. From generating more than 10 million views to gaining over 100,000 followers in a matter of weeks, M&S is demonstrating that authentic, relatable content remains one of the most effective social media strategies. Not every post needs to follow a trend – sometimes, brands can set the tone themselves.
FISHWIFE
Fishwife has become a social media success story by transforming an everyday cupboard staple into a lifestyle brand. Rather than focusing solely on its product (tinned seafood), the brand has built a distinctive identity through eye-catching packaging, humour, recipes, creator partnerships and community-driven content.
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By tapping into broader trends such as high-protein diets, ‘girl dinner’ culture and aesthetically driven food content, Fishwife has made tinned fish feel aspirational and highly shareable. Its strong visual identity, authentic social presence and consistent brand messaging have all helped turn customers into advocates, proving that even a traditionally overlooked product category can become culturally relevant when supported by strong branding and a social-first marketing strategy.
POPPI
Gut health is all the rage, and no one is championing that conversation quite like Poppi. The low-sugar fizzy drink brand has positioned itself as a healthier alternative to traditional soft drinks and has quickly become a favourite amongst younger consumers.
How is it reaching its audience? Through partnerships with trending influencers such as ‘It Girl’ Alix Earle, collaborations with reality TV personalities, and product placements on shows such as Love Island, where its drinks have been featured in the villa. As a result, Poppi has become firmly associated with the lifestyle of today’s trend-conscious consumers.
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Tapping into a booming movement such as health and wellness can be highly effective when done authentically. However, Poppi has gone a step further by leveraging cultural moments such as Love Island and partnering with influencers who already have highly engaged audiences. It’s a tried-and-tested approach that has helped the brand remain culturally relevant while continuing to grow its visibility online.
We work with brands on their social media marketing, helping to create engaging content, expand brand awareness, and encourage sales. Get in touch today to find out how we could help you by emailing hello@prohibitionpr.co.uk.
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