In this episode, we unpack how food and drink brands can turn everyday products into culture-first moments that capture attention and keep audiences coming back for more.
Featuring Buxton’s Brand Manager Daniela Campanaro and Foodie Content Creator Jake Horwood, known as ‘Big Nibbles’ online, we’ll be answering:
- What is the current food and beverage landscape?
- How has Buxton evolved their creator strategy?
- How can creators and brands stand out in such a crowded industry?
- How can brands identify the right creators for their campaigns?
- What does the future of food and beverage marketing look like?
- How did Buxton’s London Marathon campaign go viral?
- What is the most UNHINGED food content on social?
🎙️ Hosted by:
- Jo Hughston: Head of Marketing, The Goat Agency
- Matt Wyatt, Senior Video Producer, The Goat Agency
Guests:
- Daniela Campanaro, Brand Manager, Buxton
- Jake Horwood (Big Nibbles), Content Creator
Chapters:
- 00:00 – 06:09 – Introduction
- 06:09 – 14:29 – Food and drink content landscape and its evolution
- 14:29 – 19:02 – Content evolution, viral series, and platform shifts
- 19:02 – 21:27 – Buxton’s main challenge
- 21:27 – 26:59 – Buxton’s evolving creator strategy
- 26:59 – 32:02 – What makes the best creator brief?
- 32:02 – 36:02 – Unhinged food content
- 36:02 – 40:04 – Creator selection and London Marathon campaign
- 40:04 – 47:02 – The challenge of standing out as a creator
- 47:02 – 50:33 – What makes a successful brand partnership?
- 50:33 – 51:58 – Standout foodie campaigns
- 51:58 – 55:45 – The future of food and beverage influencer marketing
- 55:45 – 58:26 – Final thoughts
*Inspired by Buxton Peak is a range of three distinct flavoured waters, each tailored to give specific benefits. FOCUS contains magnesium and is rich in vitamin B6, which contribute to normal psychological function and contains 75mg caffeine per bottle, which helps increase alertness. IMMUNO is enhanced with zinc and vitamin B6 to help support the immune system. RECHARGE contains vitamins B3, B6 and B12 and magnesium to help reduce tiredness and fatigue.
