The three best food campaigns on TikTok

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Food and drink brands are turning to TikTok, and for good reason. The video-sharing app is especially popular with Gen Z, who spend 23% of their money on food and drink. This makes them a prime target for food and drink brands. Read on Kolsquare’s blog to find out which are the top three food campaigns that are making it big on TikTok right now.


The Chinese short-video hosting service, owned by ByteDance Ltd, is known for its entertaining and fun content, attracting over 1 billion monthly active users last year. Throughout the pandemic, these users were particularly interested in food and drink, leading to viral food trends such as baked feta recipe videos , #dalgonacoffee , or Gordon Ramsay , the Michelin-starred chef who creates his own short videos for homemade recipe duets.

Generation Z and their eating habits
Although Gen Z accounts for the majority of TikTok users ( 60% ), Gen Zers are highly diverse and have high levels of education, digital nativism, social and cultural awareness, and a high level of prosperity to be more expressive. Born between 1995 and 2010, Gen Z is the first of the true digital natives. A significant finding of the Packaged Facts report is that they pose a challenge to marketers as they have complicated and contradictory characteristics.

While millennials are often referred to as the “Me Generation,” Gen Z is the “True Generation,” chief vice president marketing officer email database according to McKinsey & Company research , as Gen Zers are especially vocal about individual truth. Clearly, this has an effect on their consumption and relationships with brands . McKinsey & Company suggest three implications: “consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern.”

They also show a preference for healthy eating . Since they have been raised in an era of health and wellness, they pay attention to organic and natural ingredients . However, since they are always on the go, they are interested in portable and easy-to-prepare foods . They also like snacks, even more than other older generations. In short, food and beverage companies can gain a lot by paying attention to this demographic.


Ban on high sugar and salt ads
It’s important for brands to know that, from January 2023, they will no longer be able to use paid online advertising to promote high fat and high sugar (HFSS) products. The ban is quite controversial , as it was initiated to protect children, but it also represents a vote of no confidence in the advertising and food industries in multiple ways.

However, what is consumed online has a big impact. The MGH study shows that 36% of TikTok users across the United States have visited or ordered food from a restaurant they saw on the app. Additionally, the study revealed that 55% decided to visit a restaurant because the food looked appetizing online, and 51% because of a unique menu item.