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The Impact of Influencer Marketing in the Food and Beverage Industry

Influencer marketing is reshaping the food and beverage industry by creating authentic connections between brands and consumers. From viral social media campaigns to engaging product endorsements, influencers help drive brand awareness and customer trust. Explore the impact of these collaborations and how they contribute to increased engagement.

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Influencer marketing has become a powerful tool for food and beverage brands to connect with customers. By working with influencers, brands can share their products in a way that feels personal and trustworthy. These collaborations help increase brand awareness, build customer loyalty, and encourage people to try new products.

Growth and Budget Shifts in Influencer Marketing

In 2024, India’s influencer marketing industry was valued at ₹55 billion, marking a 20% increase from the previous year. With a projected compound annual growth rate (CAGR) of 25% until 2026, the industry continues its rapid expansion. In 2022, the market was valued at ₹12 billion, and forecasts indicate it will reach ₹105 billion by 2027. This growth reflects the increasing reliance on influencers, particularly in the food and beverage sector. Additionally, over half of marketers have shifted budgets from traditional media to influencer-driven campaigns, recognizing their impact on consumer engagement. Data from 2022 further highlights how various industries allocated their influencer marketing spend, reinforcing its growing importance.

Distribution of influencer marketing spend in India in 2022

Distribution of influencer marketing spend in India in 2022

 

The Impact of Influencer Marketing on the Food and Beverage Industry

The food and beverage industry in India has seen a significant transformation with the rise of influencer marketing. Brands are collaborating with influencers for visibility and targeted consumer engagement, which has led to measurable growth in sales, brand trust, and consumer interaction. Here’s a closer look at how influencer marketing is specifically shaping the industry:

1. Street Food Vendors and Small Restaurants Gaining Popularity

2. Luxury Dining and Gourmet Brands Boosting Exclusivity

3. Packaged Food Brands Seeing a Surge in Online Sales

4. Viral Food Trends Driving Product Demand

5. Beverage Industry Capitalizing on Micro-Influencers

6. Food Delivery Apps Scaling Rapidly

Influencer Marketing Campaigns By Food and Beverage Brands

Several brands have successfully leveraged influencer marketing to drive engagement and sales. Let’s explore some standout campaigns:

1. Swiggy: A Viral Meme Extravaganza

 
 
 
 
 
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A post shared by exchange4media (@exchange4media)

The Campaign

Swiggy, known for its creative and relatable marketing, launched a highly engaging campaign featuring some of the internet’s most beloved viral sensations. The ad showcased popular meme icons like Puneet Superstar, Dolly Chaiwala, and the Vada Pav Girl, bringing together a cast that instantly resonated with digital audiences. By incorporating figures already adored for their humor and relatability, Swiggy tapped into meme culture to create an entertaining and shareable piece of content.

The Impact

This campaign effectively blended humor with brand messaging, making it highly engaging and shareable. The presence of meme stars ensured instant virality, as audiences eagerly reshared and interacted with the content. Swiggy successfully strengthened its fun and youthful brand identity while increasing visibility among India’s social media-savvy consumers.

2. Knorr: A Squid Game-Inspired Collaboration

 
 
 
 
 
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The Campaign

Knorr took inspiration from the global sensation Squid Game to introduce its limited-edition Knorr Korean Ramen. Featuring Bollywood’s iconic villain, Gulshan Grover, the campaign reimagined the high-stakes tension of the show with a humorous foodie twist. The promotional video played on the show’s suspenseful elements while emphasizing the bold flavors of the ramen, making it both thrilling and appetizing.

The Impact

By aligning with a pop culture phenomenon, Knorr captured the attention of Squid Game fans and food lovers alike. The collaboration with Gulshan Grover added an extra layer of intrigue, appealing to audiences familiar with his legendary roles. This campaign effectively positioned Knorr’s ramen as a must-try product while generating excitement through nostalgia and trend-based marketing.

3. Hershey’s: Celebrating Love with Digital Messages

 
 
 
 
 
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A post shared by Curly Tales | A Fork Media Group Co. (@curly.tales)

The Campaign

For Valentine’s Day, Hershey’s India collaborated with influencer Kamiya Jani of Curly Tales to spread a heartfelt message of love and appreciation. The campaign encouraged people to celebrate “Your Forevers” with Hershey’s chocolates, reinforcing the idea that love comes in many forms—whether for a partner, sibling, parent, or friend. As part of the activation, Hershey’s set up digital billboards in prime locations like Palladium Mall, Mumbai, and Ambience Mall, Gurgaon, where selected love messages were displayed for all to see.

The Impact

This campaign successfully turned Valentine’s Day into an inclusive celebration, going beyond traditional romantic relationships. By incorporating real messages from consumers and showcasing them on large digital screens, Hershey’s created an interactive and emotional experience. The collaboration with Kamiya Jani helped amplify the campaign’s reach, engaging her loyal audience and strengthening Hershey’s association with heartfelt moments.

4. Sprite: Sai Godbole’s Refreshing Wind-Down

 
 
 
 
 
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A post shared by Sai (@saigodbole)

The Campaign

Sprite’s influencer campaign focused on the idea of unwinding after a long, chaotic day. Sai Godbole, a popular content creator, shared a relatable post highlighting the contrast between a hectic work environment and the calming effect of enjoying a chilled Sprite at home. She captioned her post with, "The set was crazy, the studio was wild, but now I’m home and I need to unwind with Sprite coz @sprite_india is the chill at the end of my day." The campaign reinforced Sprite’s message of refreshment and relaxation.

The Impact

Sai Godbole’s authentic storytelling resonated with audiences who juggle busy schedules and crave moments of calm. The post’s simplicity and relatability made it easy to connect with, reinforcing Sprite’s identity as the perfect drink for unwinding. By leveraging a lifestyle influencer to depict a real-life scenario, the campaign effectively strengthened Sprite’s association with relaxation and everyday refreshment.

Emerging Trends for Influencer Marketing in India's Food and Beverage Sector

1. Upcoming Trends in Influencer Marketing

2. Influence of Regional Factors on Marketing Strategies

Creative Campaign Ideas for Food and Beverage Influencer Marketing

A well-planned influencer marketing campaign can make a brand more visible and engaging. Food and beverage companies can stand out in the competitive digital space by using original and interactive ideas. Here are some fresh collaboration ideas to inspire your next influencer marketing campaign:

1. Impactful Content Collaborations

2. Interactive Challenges and Contests

3. Community-Driven Content

4. Beverage-Focused Collaborations

Get an Influencer To Collaborate With Your Food and Beverage Brand

Collaborate with the right influencers to expand your brand’s reach and connect with your target audience. We help you find content creators who genuinely align with your brand, ensuring authentic promotions that drive real engagement. From TikTok challenges and Instagram reels to YouTube features and sponsored posts, we manage the entire process—securing the best partnerships, developing creative content, and optimizing performance. Build recognition, increase customer trust, and boost sales with strategic influencer collaborations.

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Frequently Asked Questions

How much was India’s influencer marketing industry worth in 2024?
Why are food and beverage brands shifting to influencer marketing?
Which food brands have benefited from influencer marketing in India?
What type of influencer marketing campaigns work best for F&B brands?
How do micro-influencers impact the food and beverage industry?
What is the projected growth rate of influencer marketing in India?
How do influencers help street food vendors and small restaurants?
What role do influencers play in luxury dining promotions?
How do influencer-led promotions boost sales?
Why is influencer marketing more effective than traditional advertising for F&B brands?
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