The Secret Sauce of Success- How Top Food and Drink Brands Trend on TikTok
In the constantly changing social media landscape, TikTok has emerged as a powerhouse for entertaining content, especially for the food and drink industry. But who's winning on the platform and why? Here's a closer look at how some brands achieve TikTok success and viral wins.
Chipotle: A Recipe for Virality
Chipotle, the beloved Mexican food chain, has become a TikTok sensation by transforming viral menu hacks into real offerings, like the fan-favourite fajita quesadilla. Beyond menu innovation, Chipotle seizes cultural moments, such as playfully responding to a celebrity's tweet or launching quirky seasonal campaigns. Their strategy is simple yet effective: add value and entertain, turning every post into a must-watch for their audience.
Knorr: Stirring Sustainability into Every Dish
Knorr, the global food brand known for its soups and seasonings, leverages TikTok to blend culinary expertise with sustainability. Their 'Dare to Try' campaign, for example, showcases dishes made from unconventional yet sustainable ingredients, challenging viewers to rethink their consumption habits. By prioritising transparency and sustainability, Knorr not only educates but also builds a deeper connection with its audience.
Oreo: Playing with Food and Nostalgia
Oreo, turning its cookies into stars, proves that even established brands can innovate on TikTok. Their content, ranging from celebratory challenges to immersive 'Oreoverse' experiences, strikes a chord with users across generations. Oreo's playful approach, tapping into nostalgia while embracing the platform's interactive features, keeps its audience engaged and eager for more.
Liquid Death: Quenching Thirst with Edgy Humor
Liquid Death, selling water and iced tea with a twist, captivates TikTok users with its bold, irreverent branding. Their taglines like "Murder Your Thirst" and environmentally conscious initiatives are perfectly juxtaposed with their cheeky, offbeat marketing tactics, resonating with Gen Z's love for meme culture and social responsibility.
Tesco: Community at the Core
Tesco's TikTok strategy thrives on community engagement. Initiatives like the #TescoVoiceOfCheckout challenge or the Stronger Starts campaign highlight their commitment to not just selling products but also supporting and reflecting their community's values and needs.
TRIP Drinks: Sipping on Serenity
TRIP Drinks, with its CBD-infused beverages, presents a calm oasis in the chaos of social media. Its content, from behind-the-scenes office life to lifestyle integrations, showcases the brand's ethos of wellness and positivity, offering a refreshing narrative that invites viewers into its tranquil world.
Lipton Ice Tea: Refreshing Moments of Disruption
Lipton Ice Tea stands out with its disruptive marketing campaigns, like its thirst emergency patrol at festivals, showcasing its understanding of TikTok's trend-driven nature. By merging experiential marketing with digital interactions, Lipton keeps the platform buzzing with fresh, engaging content.
Heinz: Tradition Meets Trend-jacking
Heinz ingeniously bridges its traditional brand image with modern TikTok trends, from introducing pickle-flavoured ketchup to playful content that stirs curiosity and engagement. Their ability to adapt and surprise encapsulates how legacy brands can remain relevant in the digital age.
Doritos: Flavorful Feats of Innovation
Doritos embraces the platform's interactive nature, creating campaigns like the 'Triangle Tryouts' dance challenge that encourage user participation and drive brand interaction. Their inventive approach to product and content keeps the brand hot and trendy on TikTok.
These brands showcase the diverse strategies to succeed on TikTok: from embracing brand heritage and community values to leveraging the power of viral content and sustainability narratives. Their success stories on TikTok are not just about selling products but creating experiences, building communities, and engaging with audiences in meaningful ways. As TikTok continues to grow, these brands serve as inspo for creativity, proving that with the right approach, the platform is a fertile ground for growth and engagement in the food and drink industry.