6 food and drink brands owning it on TikTok

CreativityBranded content
Written By Bob Abbott

Just as brands flocked to Facebook and Instagram to create branded pages and promote their products to the masses, many companies are now stampeding to the new trendy social platform on the block: TikTok

TikTok is big news. It’s fun, easy to use, packed with features, and it’s very addictive. Its feature-rich editor allows you to push creativity to new levels by creating short, relatable content directly on your smartphone. And with over 1 billion users worldwide, and a rapidly maturing audience, TikTok is a very exciting proposition for marketers, regardless of the size of their budgets. 

Lots of brands have already found their voice on the platform, and a handful of food brands are now using it to great effect. Below are six of my favourite branded TikTok food accounts. If you’re a food brand interested in TiKTok, check out these awesome profiles for some valuable inspo.

You could also try reading our beginners guide to advertising on TikTok.

Chipotle 

@chipotle

What Mama Penny does for a free burrito. @itssadowski ##comedy ##chipotle

♬ original sound - chipotle

Chipotle is one of the most successful branded TikTok feeds. The channel creates its own, interactive TikTok challenges that are easily accessible in terms of participate in, and also broad enough for creators to build their own identity into. To celebrate National Avocado Day, for instance, Chipotle launched the #GuacDance challenge, which has gone on to earn over 1 billions combined views, making it the highest-performing branded challenge on TikTok. 

Chipotle also does an amazing job at working with established influencers. They have worked with social media superstar David Dobrik for a number of really successful campaigns, variously naming a burrito after him and giving him five celebrity Chipotle cards to give away to the TikTokers making the best case for why they deserve one.

F’real

@therealfreal

Truly appreciate the support during this tough time 🙏🏻💙 ##thicknessmatters ##freal ##frealmilkshake

♬ something traumatic - courtneyleehewitt

F’real is my favourite branded TikTok food account. They have cleverly used their Associate Marketing Manager, Alex Ledbetter, as the face of the brand on TikTok, which has helped them grow to almost 550k followers and hit over 10 million likes. Alex is naturally funny and takes on some of TikTok’s popular trends and challenges really well.

F’real has had huge success working with influencers to create bespoke content about the brand, while also engaging very well with the organic content that gets posted about them across the platform. 

My Cookie Dough

My Cookie Dough has gone down the indulgent food-porn route, which is a perfect fit for their brand. Their ‘Gooey cookie boxes with melted chocolate’ videos make for perfectly shareable TikTok content. In 12 months, and without even publishing a great volume of content, they’ve amassed an impressive 130k followers and over 2 million Likes. 

Most of their content is filmed at store by one or two staff members on their phone, which clearly shows that brands don’t need to spend lots of time or money creating content for the platform.

Nutter Butter

Nutter Butter uses TikTok’s impressive mobile editing suite really well, smartly utilising some of the best effects and features to create great content. The cookie itself is their consistent protagonist, taking on some of TikTok’s latest trends and challenges with really hilarious results. 

But it’s Nutter Butter’s use of the duet feature (which lets creators make asynchronous responses and collaborations with side-by-side video embeds) - that really sets them apart. By duetting with some of TikTok’s biggest influencers, including Charli D'amelio, they put their own twist on viral content and align themselves with wider audiences. 

Sabra

Sabra has the smallest following on this list (at 26.6k followers), but with a whopping 126k Likes, their results are impressive regardless.

I’ve included them over bigger brands such as Burger King and KFC Gaming because their content is just so perfectly TikTok because it’s clearly raw and authentic. It’s shot at home on a smartphone, is well branded, and they have worked smartly with influencers such as Brittany Broski to help build their audience and profile. 

G Fuel

@gfuelenergy

WHO WANTS A LIMITED EDITION GFUEL BUBBLEGUM 👀🍬🥳 (blow this up) 😳😳 (by @overtflow and dad @luckyteeth) ##gfuelenergy ##gfuel

♬ TOUCH THE STARS - BlackLight

G Fuel know their audience, and that’s gamers. Their energy drinks have long been synonymous with gaming culture and streamers, and their TikTok content clearly reflects that. G Fuel’s feed showcases popular gaming influencers alongside the personalities of their own staff, as well as some fun, branded recipes and tutorials. 

With over 350k followers, 3.8 million Likes, and tons of support from the wider gaming community, G Fuel might just be TikTok’s most successful beverage brand.

We work with brands to create high-impact influencer marketing campaigns across all social platforms. We help you to get under the skin of your audiences, understand who and where they are, and collaborate with respected influencers to get your message to them. If you’d like to chat about working together, get in touch.

Bob Abbott
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