Influencer Marketing for Food + Beverage Brands: How to Create the Perfect Pairing

Although our work for food and beverage clients includes foodservice operators, retailers and producers, one thing remains constant: authenticity is the secret ingredient to successful influencer marketing campaigns. The best partnerships happen when companies trust content creators to showcase their brand or product in ways that feel natural to their audience. Developing influencer marketing strategies that prioritize genuine connection and shared values is key. Here are three tactics to help maximize your influencer partnerships:  

1. Let Creators Cook (Their Way): Rather than forcing a scripted message, allow influencers creative freedom to add their own seasoning. Whether that’s sharing a new out-of-the-box recipe or communicating in a style that stays true to them, this approach creates a fresh way to showcase your brand or product that’s authentic and engaging for audiences.  

2. Serve Up Values on The Same Plate: Effective influencer partnerships occur when a company and creator align on mission, product and audience expectations. Consumers today are quick to call out campaigns that feel forced, flashy or out of touch (think Poppi’s vending machine backlash). Instead of focusing on an influencer’s follower count, identify creators who will be natural brand ambassadors and will resonate with your target audiences.  

3. Restaurant Collabs That Feed Real Connections: More and more influencers are collaborating with restaurants – and not just to promote grand openings, but to co-create menu items, host pop-up events and connect with their followers IRL. These integrated campaigns go beyond a simple sponsored post, allowing influencers to bring their online community into the real experience in a tangible way.  

The social media landscape never stops evolving and our Food + Beverage team is here to help you stay on top of the trends. Before you launch your next influencer marketing campaign, let’s connect.