THE SECRET SAUCE: HOW DIGITAL PR AND INFLUENCER CAMPAIGNS MAKE FOOD AND DRINK BRANDS GO VIRAL
Remember when Dua Lipa casually put pickles and jalapeño in her Diet Coke. Overnight, this rather odd pairing became the hottest thing on social channels, a cultural talking point. Diet Coke trended and the humble pickle went from guilty pleasure to rock star status.
Food and drink have always been more than what is on the plate or in the glass. They are symbols of culture; conversation starters and lifestyle markers. Just one clever twist can make a product go from everyday to extraordinary. That is the power of the magic ingredient, and behind many of these viral shifts is smart, creative public relations.
Digital PR Creates Food Trends
The truth is that food and drink brands don’t just ride trends – they create them. With the right digital PR and influencer campaign, a touch of creativity and cultural timing, PR transforms products into experiences. What begins as a wine, a cocktail or even a seasonal snack can quickly become a lifestyle moment.
Remember Dubai chocolate, FIX Dessert Chocolatier’s “Can’t Get Knafeh of It” bar? In December 2023, a TikTok video of someone biting into the bar, capturing the crunch and the filling oozing out, went viral – amassing tens of millions of views. That single moment amplified global interest and thrust Dubai chocolate into international food media. The bar’s success hinged on smart PR elements: scarcity (exclusive availability in UAE – until other brands started creating their own versions), visual appeal and some ASMR induced social momentum. It’s a textbook case of how good social content and great digital public relations can turn a product into a trend.
The Importance of Seasonality
Seasonality plays a role too. Take the pumpkin. Every October it steps out of the patch and into marketing campaigns worldwide. From Starbucks’ Pumpkin Spice Latte to autumn menus and pumpkin-themed ales, the pumpkin has become an annual cultural icon. Smart brand marketing takes what is seasonal and packages it with just the right mix of visuals, messaging and timing. A clever Halloween mailer, sent to the right journalist or creator at the right time, can secure market-boosting coverage, spark social content and position your product as the one to watch this season.
The Power of Influencers
And let’s not forget influencers. Any influencer marketing agency knows that authentic content comes from experiences worth sharing – whether it is unboxing a witty mailer, attending a themed event or receiving a playful postcard alongside a bottle, these touchpoints give creators stories to tell.
In a recent BBC article, Charles Spence who is a professor of experimental psychology at the University of Oxford was asked why these crazes kick off. He told the BBC, “I think part of it is just down to the power of influencers these days, who are very keen to show us them eating the latest new food they’ve discovered somewhere in the world. These trends then spread globally very, very rapidly.”
He continues, “For trends to kick off they had to have something that looks different, that looks unique.”
How to Create Something Unique with PR – the Secret Sauce
At Cherish PR, that’s exactly what we do. We combine storytelling with influencer marketing and digital PR to drive interest, engagement and ultimately create new trends.
Take our client D.O. Rueda. We are building a playful identity that social wine drinkers want to talk about. For us, it’s not just about sending bottles of wine. To attract influencers, we need something unique and our strategy focuses on coining slogans like “It would be Rueda not to” and “Verdejo all day-o”, turning them into used language through posters, postcards and influencer mailouts. These were not just throwaway lines, they’re becoming part of Rueda UK’s brand language, and a reason for influencers, journalists and consumers to remember this very delicious Spanish wine.
Trends don’t just happen. They are built, shared and nurtured by smart PR teams working really hard in the background to connect brand, culture and consumer.
As you plan your next food and drink marketing campaign, think about how you can turn your brand into a digital trend or a social phenomenon. There is a secret sauce we’d love to share.