Take A Bite Out Of Influencer Marketing: How Food Brands Are Increasing Awareness & Engagement

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By Courtney Moser

 

Have you ever tasted success?

The flavors and aroma are different, depending on who you are and where you come from: some might say it tastes like chocolate cake or decadent gelato, while others are adamant that success is a perfectly cooked steak.

For Pepperidge Farm, it’s Garlic and Mozzarella Microwavable Bread; but for Herdez, it’s Instant Refried Beans. These two food brands are tasting success in the form of influencer marketing campaigns promoting their new products. Along with increasing product awareness, they both started their campaigns with the goals of improving brand affinity and intent to purchase.

Influencer marketing has been proven to be highly effective when it comes to reaching consumers where they are online. It’s also bringing back brand authenticity: 92 percent of people say that they trust recommendations made by individuals over traditional advertising. Plus, ad blocking continues to rise. By creating content in partnership with blogging and social media influencers, brands have the opportunity to connect with their target audience and cultivate trust and brand loyalty.

Food brands, in particular, are finding delicious success working with food and lifestyle bloggers who can elevate their products and influence consumers. We take a closer look at Pepperidge Farm and Herdez campaigns below – both in partnership with Find Your Influence – with a focus on strategy and results.

Pepperidge Farm: To launch their new line of microwavable bread flavors and increase both brand and product awareness, Pepperidge Farm asked high-reach lifestyle influencers to write two blog posts incorporating their bread. Sponsored content ranged from simple recipes – like Italian sandwiches and quick kids’ pizza – to creative pairings like perfect pasta dishes that complement the garlic bread. Their #MicrowaveTheFlavor campaign achieved a total reach of 4.9 million, and generated more than 360 comments, 1,900 likes and 463 re-tweets.

Herdez: This Mexican food brand introduced new Instant Refried Beans to the market – allowing consumers to make restaurant-style quality beans at home in just five minutes. To increase product awareness and intent to purchase, Herdez asked influential food bloggers to participate in their “Frijoles Con Todo” (beans with everything) influencer marketing campaign. The influencers each created an original recipe using the Instant Refried Beans and then blogged about sharing the meal with friends or family. Herdez also incorporated a social media contest to encourage further reader engagement. Nineteen dedicated blog posts and 56 social posts led to a total reach of 7.6 million and an ROI of 5:1.

These influencer marketing campaigns successfully generated product awareness for the two food brands. After all, who doesn’t love to read about new recipes or drool over food blog photos? By capitalizing on the impact of influencers, brands can reach new audiences, stay top-of-mind and drive sales.

What other food brands are running successful influencer marketing campaigns? Share your thoughts with us below.

 

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