March 20, 2026
Easter Influencer Marketing | A Guide for Food and Drink Brands
Easter has risen to become one of the major sale seasons of the year, second only to Christmas in size and revenue potential.
Reading this in the run-up to Easter? While time is limited, there’s still plenty of time to take action and get this seasonal window working for your brand profile and bottom line.
You’ve come here for fast, high impact moves for Easter influencer marketing, so let’s not waste any time. Here’s how to get effective seasonal influencer campaigns off the ground before the window closes.
Contents
- Easter is Bigger Than Most Food and Drink Brands Realise ->
- Why Influencer Marketing Works Differently in Food and Drink at Easter ->
- Why Creator Selection Is Where Most Food and Drink Campaigns Win or Lose ->
- Don’t Risk Making the Wrong Call and Missing the Window of Opportunity ->
- Goat's Food and Beverage Credentials — Why Brands Choose us for Seasonal Campaigns ->
- Measuring What Matters in Food and Beverage Influencer Campaigns ->
- The Window is Tight — Here's How to Move Fast ->
Easter is Bigger Than Most Food and Drink Brands Realise
Easter is evidently a make-or-break moment for chocolate business, but the data shows that these days, other food and drink brands ignore the Spring holiday at their own peril:
- 28% of British adults bought Easter gifts – more than Valentine’s Day, Fathers’ Day or anniversaries
- Other food products, flowers, toys and clothing are all purchased as Easter gifts, not just chocolate
- 3.4m people in the UK spend £50 or more on Easter gifts
- These ‘Easter high spenders’ are much more likely to buy specific brands their children want, buy specific brands without checking the price, and buy new products before their friends do
It’s important to note that Easter consumers consider, decide and purchase across a far more compressed consideration window than Christmas, which often sees buyers researching and purchasing weeks or months in advance.
This can be a benefit – for Easter, time-limited, highly targeted campaigns days before ca offer large returns from relatively low investments.
Why Influencer Marketing Works Differently in Food and Drink at Easter
Shared meals, celebratory drinks: food and beverage is one of the most naturally social verticals, which is why the ROI on influencer marketing in so outsized when it lands right.
We’re seeing certain content formats delivering the goods for Easter influencer marketing campaigns:
Gift guides
No nonsense recommendations for people, these are perfectly geared for native selling and fast conversion – especially in the days running up to Easter weekend itself, as last-minute purchasers look for guidance.
Recipe content
Ideal for food and drink brands looking to demonstrate how their products can be used for special occasions, particularly if looking to motivate users to engage with premium or luxury brands for something out of the ordinary.
Hosting
The perfect entry-point for F&B brands into all-powerful aspirational lifestyle content. As a social, family-oriented season, Easter sees many users looking for inspiration and products across everything from food to floral, fashion and homeware.
Drink pairings
The beverage industry’s answer to recipes, drink pairings are increasingly popular – not just in terms of food, but how they complement different seasons, occasions and events.
This format is a strong choice for businesses offering both food and drink products, as well as an opportunity for productive brand collaborations for brands sitting on one side of the food and drink divide.
Where Your Customers Are Making Easter Decisions – and Why It Matters
TikTok
TikTok is a trend engine, and food and drink is no exception. Short-form content and powerful social commerce tools make this platform ideal for getting your brand to go viral this Easter, or delivering influencer marketing campaigns that get people to press ‘buy’ right then and there.
Instagram is where gifting and aspiration content drives consideration. Easter is a time of renewal, whether it’s reconnecting with the family or giving the house a spring clean. Instagram is the home of inspiration and aspiration, making it perfect for visually led campaigns that show users how their season could look with your brand in it.
YouTube
YouTube is where premium and specialty brands build deeper consideration. Your customers are on these platforms to actively research what to buy at Easter. As a result, they’re responding to creators who can give them clear information, a compelling case for a particular product over its rivals, and a strong personal recommendation from someone they identify with.
What does that mean for you? Choose quality influencers with intention and care.
Why Creator Selection Is Where Most Food and Drink Campaigns Win or Lose
The biggest mistake brands make with their influencer campaigns is chasing follower counts over genuine fit. As a commissioning brand, how can you quickly tell good from bad, and build a campaign you have confidence in?
Questions to ask influencers
- What are your values and interests?
- How would you approach a campaign with our brand?
- How do you avoid feeling like an ad when you create content?
What signals matter
- Engagement rate
- Connected communities e.g. Discord
- Creative flair and uniqueness
Influencer ‘red flags’
- Creators who don’t have any food context to date
- Over commercialised past content
- No clear themes
Don’t Risk Making the Wrong Call and Missing the Window of Opportunity
Influencer selection is hard to get right, especially if time isn’t on your side. Don’t risk getting it wrong – with The Goat Agency’s IBEX system, getting it right is easy.
IBEX is our proprietary, AI-powered data analytics and influencer discovery platform. Built in-house, it’s the centralised, smart hub for a decade of Goat campaign data. Through it, we can easily match brands like you with the perfect creators, predict performance, negotiate costs, and measure ROI based on millions of data points rather than guesswork.
Creator-first brand building for Minor Figures
The launch of Minor Figures’ new Hyper Oat range called for a radical shift in perceptions, taking it from a mere “milk alternative” to a vibrant, ready-to-drink (RTD) product.
Goat activated 24 diverse creators across fashion, VFX, and fitness to show how Hyper Oat fuels their unique passions, picking talent according to their alignment with the Minor Figures brand personality: creative, uplifting, colourful, and out of the box.
This campaign was about pushing the boundaries rather than forcing creators into a food and drink context, leading to Hyper Oat inspired fashion accessories, journeys and creative processes, and audiovisual art.
Creator-first and amplified by strategic paid media across on TikTok and Meta, we drove 17M impressions, 6M engagements, 170K clicks and an additional £14K in earned media value, proving that rebellious, colourful creative gets results.
Measuring What Matters in Food and Beverage Influencer Campaigns
When it comes to making your campaigns hit the mark, data rules the day. If your marketing agency can’t show you the following numbers in real time, you’re flying blind:
- Cover saves/shares on recipe content
- CTR on shoppable formats
- Brand search uplift
- Direct sales attribution
- Earned media value
The Goat Agency’s IBEX system is what makes this level of clarity, in real-time, a standard expectation for our clients. Interested in seeing how it works?
The Window is Tight — Here’s How to Move Fast
It’s the countdown to Easter. You might not be used to working in terms of days and weeks for your influencer campaigns, but we’re used to it – when we say Goat can mobilise fast, we mean it.
Brief us this week, and we can have a strategy in front of you while the seasonal sales window is still wide open.
You don’t need to figure out how to crack this marketing Easter egg alone, especially with the seasonal peak coming fast round the corner. Get in touch if you’re ready to start building, read more about what we can do for food and beverage brands, or check out some of our success stories in the sector.
