Influencers play a pivotal role in shaping consumer perceptions and driving purchasing decisions in the food and drink industry, making them indispensable allies for any brand campaign.

Influencers possess the power to reach and engage with niche audiences that align with a brand’s target demographic. Whether it’s food bloggers, chefs, nutritionists, or lifestyle influencers, these individuals have cultivated loyal followings who trust their opinions and recommendations. By partnering with influencers whose values and interests align with their own, brands can tap into these pre-existing communities and leverage their influence to amplify brand messaging and reach new audiences.

Influencers bring authenticity and credibility to brand campaigns. Unlike traditional advertising, which can feel scripted and impersonal, influencer content often feels more authentic and relatable. Influencers have built their followings through genuine connections with their audience and their endorsement of a brand or product can carry significant weight. This authenticity lends credibility to brand messaging and can help foster trust and loyalty among consumers.

Influencers offer a unique opportunity for brands to showcase their products in creative and engaging ways. From recipe collaborations and taste tests to sponsored content and brand partnerships, influencers bring a fresh perspective to brand campaigns, creating content that resonates with their audience and sparks interest in the featured products.

We work with brands to identify the right partners from celebrities to micro influencers, through reviewing hard metrics like audience location, engagement rates and average impressions over a three to six month period. We then develop unique and powerful influencer campaigns that harness the authenticity of influencers to enhance brand visibility, credibility, and engagement among target audiences.

Our work with Deli Kitchen on the Great British Makeaway campaign, saw the brand partner with ‘down to earth’ creators to help it connect with audiences who are being forced to make tough budget choices. We put together eccentric combo What Willy Cooks and Stavros Flatley to create organic and paid content. The channel execution targeted millennial food audiences through YouTube advertising, point of sale, proximity outdoor and influencers, including MOB Kitchen.