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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:
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, …
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