March 8, 2024
15 Food Brands Crushing it on TikTok
TikTok is saturated with delicious videos from food brands. So, how have some of them become the cream of the crop? In a world where short-form video content is king, these brands have cracked the code on engaging audiences and driving customer loyalty, all while showcasing their tasty products. 47% of TikTok users have bought something they have seen on the app. So, if you want to ensure you’re making the most of this opportunity, you need to look at the brands that are already killing it.
We’re deep-diving into the strategies of top food brands on TikTok. Brands that have not only survived but thrived in the competitive arena of the platform; plus, we’re going to tell you what your brand can learn from each one of them. So, let’s dig in.
Report: Top Food and Drink Brands on TikTok and What They’re Getting Right
In our latest Goat report, we compare 10 food and drink brands to uncover how they “hook” and “hold” attention on TikTok.
From social-first challenger brands to global household names, we’ve studies these 10 brands’ strategies to uncover the biggest learnings and most effective solutions. We’ve then applied this knowledge, overlaid with our own expertise as one of the world’s biggest social-first marketing agencies, to give you practical recommendations for elevating your own brand’s TikTok marketing.
2. Doritos
Doritos are hotter than ever on TikTok. They post humorous videos showcasing their products and aren’t afraid to be controversial. Their content is filled with comments from fans and critics alike, but they keep up with relevant conversations and are always on trend. Literally. Doritos are always using the latest TikTok sounds and trends to bring forward fresh, funny and fiery content that their fans love.
What can you learn from them?
Amongst their various triumphs on TikTok, there is one thing that Doritos do extremely well. Community. They understand the power of community marketing and build it into their strategy every step of the way. On this particular app, this can take you a long way. Globally, an average of 59% of TikTok users feel a sense of community when they are on TikTok. Doritos have taken this to another level. They reply to comments on practically every video, making commenters feel seen and listened to. They also create content based on certain feedback.
One of the most brilliant aspects of this approach is that you, as a brand, can continually create content based on what your community is saying. Doritos have taken their fans’ conversations and run with it, cracking jokes and generally chiming in on the talk. This consistently ups their engagement and builds brand loyalty – often underestimated within the TikTok marketing funnel.
4. Chipotle
This Mexican food brand knows how to navigate TikTok. Every piece of content they have has one thing in common – it adds value. From dip combos to behind-the-scenes videos, Chipotle is slaying the content game. They come across truly authentically, and on TikTok, that’s the aim of the game. Taking their viewers for sneak peeks in the kitchen, showing off their fresh ingredients, and speaking openly about their values are all ticks on the TikTok checklist. But where they really excel is beyond their feed.
What can you learn from them?
Chipotle has used influencer marketing to their advantage. The search term “Chipotle” has over 7.1 billion views; most of this content is not from the brand itself. They have collaborated with numerous influencers like @pete_eats and @tooturntmum to create engaging content. You can tell they have really let each influencer take the lead on the creative aspect of the video, which not only makes it more authentic but usually performs better too.
This brand has clearly understood the massive capabilities of influencer marketing because they have gone beyond simple campaigns. They were one of the first brands to go deeper with their involvement with creators, initiating the Chipotle Creator Class – a program with exclusive perks for the top influencers of their brand. This program also helped Chipotle in their future marketing as they involved these creators in brand decisions. This is a perfect example of how influencer marketing can not only help you with specific campaigns but actually change the very trajectory of your brand. Powerful stuff.
11. Asda
What they did
Influencers come in all shapes, sizes, and from various different verticals. Audiences on social are used to seeing gaming, travel, fashion, beauty, and many more variations of influencer. Are Asda bringing in the next generation of influencers… with nan-fluencers?
Nans are quickly becoming the face of Asda on TikTok in a bid to help the UK save money in 2024. In a video racking up over 1.4 million views, Asda announced that it would be putting together a team of nan-fluencers, bringing their wisdom to TikTok to help people save money when they shop.
Asda put its own spin on the popular #Ofcourse trend, giving viewers a wholesome look into how our nans shop at Asda.
Why it worked
Asda’s campaign blends wholesomeness with user-generated content and an initiative to help people save money on their shopping. Using #AsdaNans TikTokers were prompted to submit content of their nan, and why they would be perfect among Asda’s nan-fluencer team.
The content feels honest and warm-hearted, and it’s something new that not many TikTok audiences are used to seeing. Could nan-fluencers be the next big thing? We certainly hope so.
12. Philadelphia
What they did
Philadelphia, the cream cheese not the NFL team, have whipped up a winning formula over on TikTok.
Over the holidays, Philadelphia developed a series of videos that explored all the weird and wonderful things you can do with cream cheese, as requested by their audience. The brand’s audience loves this content, the numbers don’t lie. A video of them making Philadelphia mashed potatoes hit over 44.4 million views, and a video showing a chopped pimento olives and celery recipe that got over 56 million views.
Another great piece of content was a video bringing in rival football fans to hate on “Philly”. From “f*ck Philly” to “we don’t do Philly over here” its safe to say these fans weren’t happy, that is until they tried a bagel filled with Philadelphia cream cheese, and then they couldn’t help but love Philly.
Why it worked
The brand’s “comment and we make it” series is a winning recipe on TikTok, not only because it highlights all the delicious recipes you can make with cream cheese, but also because commenters are desperate for Philadelphia to make their outlandish creations, however impossible they may seem. One commenter suggested “mustard gas”, another suggested “particle accelerator”. Don’t worry there are serious comments too.
Philadelphia’s TikTok strategy works because they regularly engage with their audience, and reward their communities participation by featuring them on the channel. Outside of delicious recipes, viewers are rewarded with humorous tongue-in-cheek style videos that keep people coming back for more.
13. Ritz Crackers
What they did
Ritz Crackers’ TikTok channel is very much on-trend. The brand has made meme culture a staple of its content, leveraging humor to amass over 152K followers.
Rizz is a word ingrained into today’s internet subcultures. The term is defined as style, charm, or attractiveness; the ability to attract a romantic partner. Ritz uses this term, not to romance its audience, but to win them over by appealing to them through content they’re familiar with.
From pretending to rebrand to “Rizz Crackers” to the “Rizz Cracker” itself, and even Rizz themed valentines cards, the Ritz Cracker has positioned itself as a crunchy savory snack and heartthrob rolled into one.
Why it worked
Memes have a huge influence over content and trends that appear across TikTok. #Meme and #memes have been used across a collective 110+ million posts.
Ritz recognizes the effectiveness of using humor and meme-style content to drive brand awareness and loyalty. Not only does the Ritz community love the content, but other brands in the food sector do too! Many of their Rizz related videos had the likes of Oreo, Chips Ahoy, and Irish Spring commenting, although I wouldn’t try and eat any Irish Spring products.
15. Tabasco
What they did
Tabasco’s spicy flavor carries over into its TikTok strategy. Over the holiday season, Tabasco brought the cultures of the world to the table, with zesty and flavorsome recipes from creators from all corners of the globe.
From a spicy take on the British classic pigs in blankets to the perfect Nicaraguan nacatamales, Tabasco showed all the ways its tangy sauce could heat up the dining table during the holidays.
Why it worked
The holiday season is a time for diets to go out of the window. It’s a time for delicious food and time well spent with family and friends. Tabasco kept on top of holiday food trends by appealing to viewers from different cultures with recipes that would inspire them.
Tabasco’s strategy was so effective because they explored each recipe with a popular creator from multiple regions. They had the popular British food TikToker ElBurritomonster creating a classic British recipe, and Alissa Nguyen firing up a Vietnamese dish with the hot sauce.
The Tabasco slogan is to “light things up” a phrase that can be applied to different cultures, dishes, and seasons, which is something that really shone through in their TikTok strategy over the holidays.
https://www.tiktok.com/@tabascobrand/video/7312562319941225774?lang=en
So how can you crush it?
Now you’ve seen how some of the best are tackling their TikTok campaigns, what are the key takeaways you should focus on?
Stay authentic
Authenticity isn’t going anywhere – people are more skeptical of brands than ever. So, giving them an unfiltered, truthful version of your identity is key.
Be the entertainer
Every single one of these brands has one thing in common. They make seriously entertaining content. If you want to be noticed on TikTok, you must do the same.
Don’t focus on going viral
Achieving virality is great, but it shouldn’t be the goal. Consistent, community-led content will grow your following and boost your sales in the long run. Plus, it will build a die-hard group of fans who will continue your marketing efforts in the form of UGC. A win-win in our book.
Partner with influencers
Getting influencers involved in your TikTok strategy is a tried and tested way to win at it. Returning to our point on authenticity – you don’t get much more authentic than TikTok creators. Their fans follow them for a reason, so remember if you collaborate with a creator, let them do what they do best.
TikTok isn’t the only way forward
Yes, TikTok is a brilliant way to reach your audience. But it shouldn’t be the only channel you approach. A multi-platform strategy is essential if you want to see long-term traction.
TikTok got you stumped?
It’s all well and good looking at how other brands use TikTok. But what about your own? Every company is unique and your KPIs will likely be completely individual. So how do you develop a TikTok strategy to win over customers? Enlist the experts. Goat have worked with some of the World’s leading food and beverage brands on TikTok strategies that get results. Get in touch today to discuss your brand.
Still curious? Why not check out our Top Food Industry Influencer Marketing Campaigns?
