August 12, 2025
The Top 10 Food Industry Influencer Marketing Campaigns in 2025
Food and beverage brands aren’t just following trends anymore: they’re driving them.
From supermarket shelves and drive-throughs, straight to your #fyp, they’re showing up with more personality, faster reactions, and a clearer sense of what works right now.
The best brands are building whole ecosystems around creators and cultural moments.
So what does that actually look like? We’ve pulled together some of the most effective food influencer marketing campaigns by brands that are doing it right – across TikTok, Instagram OOH and beyond.
Carl’s Jr. x Alix Earle: Curing hangovers one burger at a time
From Paris Hilton in 2005 to Kim Kardashian in 2010, Carl’s Jr. has always used the next generation’s party icons as their brand ambassadors. This year, Carl’s Jr. partnered with 2020’s It Girl, Alix Earle, for the Super Bowl. Launching the ‘Hangover Burger’ (the way Alix likes it), Carl’s Jr. created a Superbowl campaign across socials, showcasing their free burger deal for reward members who celebrated the victory of the Super Bowl a bit too hard.
Why it works
The partnership has garnered significant attention for the brand, and it’s not hard to see why. Approximately 16 million people across the U.S. either called off work or arrived late to work the day after last year’s Superbowl. Plus, Gen Z is 20% more likely to visit fast food restaurants than other generations; the brand’s purposeful, platform-aligned, and ongoing campaign aims to attract a large share of attention – without costing the business millions in Super Bowl commercial media fees. Learning heavily on Earle’s 7.2 million TikTok followers, the brand recognised the value of Alix as an ambassador for the campaign, as they put it:
“Alix shares not just the highlights of life, but also the moments that are a hot mess, like the day after the big game. We wanted a partner who embraces all aspects of life, and Alix was a natural fit.”
Starbucks: Employees as paid actors
Are you a Starbucks barista or fan interested in travelling the world, earning money, and drinking Starbucks while you do it? Well good news, Starbucks are hiring two creators (one employee and one external) to represent the brand as their global ambassadors. The role of ‘Global Coffee Creator’ will see these two creators travelling to global Starbucks shops and showcasing the culture of the 15 countries they visit. So how are Starbucks selecting their creators? Applicants create content on TikTok using their hashtag, #StarbucksGlobalCoffeeCreator, sharing their appreciation for the brand and why they’d like to be selected.
Why it works
EGC (Employee Generated Content) is transforming the influencer marketing landscape and Starbucks is one of many brands leveraging their employees to represent the brands they work for. With 81% of consumers considering trust essential when purchasing a product or service, brands selecting influencers who live and love their brand hold more credibility than a lot of other influencers brands could partner with. What makes Starbucks so unique is that they’ve recognised this as an essential part of their strategy and are actively empowering their community to be spokespeople for their products; from the application process with organic content, all the way through to the final two creators.
Ben & Jerry: Homegrown partnerships
From its Vermont roots, Ben & Berry’s has always paid homage to its birthplace. From a gas station in 1978 into fridges globally in 2025 and even in a dedicated flavour (Vermont-ster), they deliberately champion their identity through culture, connectivity, and conservation. Now, back for a fourth season, Ben & Jerry’s and Vermont Green FC are teaming up again to serve soccer, ice cream, and environmental justice in one go. Featuring as a presenting partner for their ‘friendly match’, the brand sponsored their team’s sustainable football kit and offered free ice cream for attending fans at the matches. Plus, they’ve made a dedication to support regenerative agricultural practices and carbon offset their contributions to their tournaments including travel.
Why it works
The collaboration was a seamless partnership. Both Ben & Jerry’s and Vermont Green FC share hometown pride and a passion for doing food for their community. With four seasons under their belt, they’ve committed to a genuine movement that keeps fans returning to games, and to the stores, rooted in purpose, community and their positive impact on society.
“We’re buzzing to have the support of Ben & Jerry’s for a fourth consecutive season as we bring soccer & ice cream together to advance environmental justice initiatives right here in Vermont.”
Why does influencer marketing work in the food industry?
Influencer marketing delivers a higher ROI than traditional ads in the food and beverage world, but what’s behind its success? It comes down to trust and cultural relevance. Consumers aren’t just after tasty products; they want brands that fit naturally into their lifestyles and resonate with them.
In an era where trust in brands is wavering, winning consumer loyalty is more crucial than ever. That’s why influencers have become indispensable for the food industry, and that’s only going to grow.
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From Mars Wrigley to Minor Figures, we are the leading influencer marketing agency for food and beverage brands. Are you ready to master your food influencer strategy? Reach out to discover how we can help boost your brand campaigns, maximise ROI, and spark genuine engagement.
