Roughly one fourth of social media shares are food related. Big brands have understood this and added social media to their marketing mix to generate online engagement and bring more customers through the door at their business locations.
Virgin mobile – Social responsibility with Meal for a Meal
While social streams and feeds are cluttered with food pics, people go hungry in this world. In a campaign to Make mobile better, Virgin mobile promises to help feed those in need. For every food picture posted to Instagram, Facebook or Twitter tagged with #mealforameal, they will deliver a real meal to a person who couldn’t afford it otherwise. Meal for a meal is meant to fight food waste in a partnership with OzHarvest, a charity rescuing excess food which would otherwise end up as trash.
Kraft Foods – New Friend Requests
Kraft Foods repositioned its A.1. Original Sauce and dropped “steak” from the label. The point was to show customers that the sauce was more versatile, so they created a Facebook campaign with a video to drive awareness and sales. Their approach was original and creative, using the social network to show that the product was in a relationship with Steak but was open to other friend requests.
McDonald’s – User-generated content with 40 together
For its fortieth anniversary, fast food giant McDonald’s focused on user-generated stories and nostalgia. On the 40together.com website, users submit their memories by writing or speaking. Their words are illustrated with colors, fonts, icons and animation and can be matched to a decade and a product. TV ads depicting milestone moments in people’s lives with McDonald’s food playing a role in each accompanied the campaign.
Anheuser-Busch – Buds for Buds
The beer brand created a mobile experience with a promotion to buy a friend a beer. The objective was to make Budweiser more relevant to young consumers who might perceive the brand as dated. To drive awareness, traffic and sales, they connected the online and offline. Though we spend more time with online friends, buying a beer for a buddy is a real thing if you redeem your drink at your local bar. With millions of media impressions and a lift of in-bar sales from customers, the campaign was a success.
Bring back Chicken Fries – Burger King
Fast food chains periodically self items on their menu, only to bring them back later and drive consumers to their locations. Social media seems ideal for marketing these campaigns, and Burger King is indeed king when it comes to viral strategy. When “chicken fries” started getting considerable mentions on social channels in January 2015, the company reacted and made a decision to bring back the food. With the hashtag #chickenfriesareback and presence on Tumblr, Snapchat, Facebook, Twitter and Instagram, it was their most social initiative so far, averaging 380 tweets a minute and getting 150,000 total mentions on social media in the first 72 hours of the campaign.