TL;DR: In an ever-changing competitive marketing landscape, it’s more important than ever to cut through the clutter and stand out from competitive brands on social. In a world of clapbacks and “weird Twitter,” these food brands are the ones that stand out from the rest.
Promoting deals with images of the latest menu item is no longer enough for food brands on social. They have to stand out with eye-catching imagery, cutting-edge strategies and a strong brand voice. These six have found the recipe for getting noticed on social.
Imperfect Produces’ social is the perfect example of how to make informative content visually appealing while at the same time revolutionizing the way we think of viable produce. Its content is fun and whimsical and but also educates followers on issues of food waste. The brand leverages partnerships with other companies and local restaurants, using their produce in recipes showcasing how they make an “(im)perfect” match. Imperfect Produce has ongoing Instagram Story series, Transparency Tuesday, which focuses on its relationships with local farms and businesses, in addition to ongoing highlights of recipes and tips and tricks. Imperfect Produces’ content shows us it’s not what’s on the outside that counts, but what’s on the inside.
No one can deny that America’s favorite fried chicken brand has been killing the marketing game right now — especially on social. To kick off this powerhouse presence, KFC unfollowed all but 11 Twitter accounts: 6 Herbs and all 5 Spice Girls. The first to notice the 11 herbs and spices received a painting of himself with Colonel Sanders and people started looking for more Easter eggs. It created a social media-wide buzz around the quirky brand and has put its brand campaigns on center stage. KFC is the master of quirk and their overarching brand campaigns reflect that. The brand has done a great job optimizing campaigns to work seamlessly on social media — like bite-sized videos of the ever-changing Colonel — while also producing evergreen content, such as animated gifs.
Siete brings a harmonious balance between employee advocacy, fan engagement and food trends to its social. The brand showcases company culture with fun Instagram Story Highlights, showing off that employees know how to have a good time. Siete engages with fans with recipe contests and shares followers’ images regularly. It has a successful relationships with health and wellness influencers like @rachaelsgoodeats and @shutthekaleup, who are advocates for Siete’s clean ingredients, further spreading the word.
Would this even be a “Best Food Brands on Social” list if we didn’t mention Wendy’s? Wendy’s was one the first in brands to embrace “weird Twitter.” The brand created an artistry in the clapback — first hitting competitors like McDonalds and Burger King and then anyone who dared have a word to say against its square, fresh and never frozen burger patties. The brand also dove into unexpected tactics to connect with fans and even hosted a Q&A on reddit to give them a glimpse behind the curtain into what makes Wendy’s Twitter magic.
Arby’s first caught our eye because of its unexpected partnership with eyeglass brand Warby Parker to create WArby’s for an April Fools Day social event. Complete with pop-up locations with co-branded packaging and an onion ring monocle for sale, the campaign had people scratching their heads. But it wasn’t just for the sake of silliness :Both brands made donations to charitable causes. Arby’s is unapologetic about who it is by embracing its “WE HAVE THE MEATS” messaging and making its packaging into nostalgic works of art on their Instagram.
Want to learn more about other brands getting weird on social? Check out our blog post here.