Brands Capitalizing on the Influencer Trend
Several meat brands have already hopped on the influencer train. BUBBA burger® executed a #StayHomeGrillOut campaign this summer. Social gurus including @LoveNerdMaggie and @Sweetphi shared their dinner inspirations in June and July using BUBBA burger’s frozen burger patties. (We’ve got to say — @HungryByNatur’s Herbed Goat Cheese and Charred Corn Relish Angus Beef Burger had our mouths watering!)
Tyson Fresh Meats also uses influencers to promote their products — online and off. Making their debut earlier this year, the Tyson Barbecue Masters are a group of five pitmasters utilizing beef and pork from Tyson Fresh Meats in their cooking competitions and on their social media channels. @TuffyStone, @BigPoppaSmokers, @rio_valley_meat_bbq, @shakenbakebbq and @JustinMcGlaun are the pitmasters posting tantalizing photos and videos of their barbecue creations on social media as ads for Tyson Fresh Meats.
These influencer campaigns create a win-win-win situation for the cooks, the brands they represent and the consumers at home looking for dinner inspiration. By offering up content that home cooks are specifically searching for, brands will see greater engagement on their social channels. Influencers benefit because they can earn a living while sharing their culinary expertise with the world. While influencer campaigns were helped by the change in media consumption from COVID-19, they are likely to gather steam as the world becomes increasingly virtual. Creating and nurturing these influencer partnerships now can make it even easier to leverage them for success in the future.
This is the fourth in a series of blogs diving into the future of foodservice through the lens of meat marketers. Check back soon for the next installment. For more information on how the coronavirus has changed the meat industry, visit our COVID-19 Insights Hub.
1 Datassentials Trendspotting, Grand Opening During a Pandemic, Volume 81, October 2020
2 eMarketer, Time Spent with Media 2020, April 29, 2020
3 eMarketer, Social Networks See Boosts in Engagement Among Users, but Not Equally, May 19, 2020
4 Midan Marketing, Meltwater Social Listening, September 30, 2020
5 IRI, COVID-19 Weekly survey of primary shoppers, Wave 12, 5/29-5/31/2020
6 Midan Marketing, COVID-19 Survey Wave 6, August 2020