4th July | Sally Haywood back

From sexy beans to OTT condiments: hot takes from PR and social media agency on the current trends in the food and beverage industry

With social media users being served with delicious food and drink content 24/7, it’s no surprise that new trends are coming in thick and fast. From nostalgia to epic sarnies and things getting extra saucy, here’s some of the hottest trends in the food and drink industry that we’ve been obsessing over recently…

Craving comfort: a trip down memory lane

We can’t help but love the good old days, so, it’s no surprise that throwback nostalgia is well and truly taking over: from retro gaming to ‘90s fashion and now food and drink. Nostalgia is big right now, and it’s coming through in both foodservice and retail in the food and drink industry. Hashbrowns have gone haute, beans are made sexy (oh hey, Bold Bean Co) and classic sweet shop flavours are the Pick (n Mix) of the bunch. We’re also bringing back retro bevvies in a big way. We’re seeing popular sweet shop retro flavours like Blue Raspberry appear as both alcoholic and soft drinks from the likes of FUNKIN, Lucozade and Prime. Whilst Fosters has reintroduced their shandy, which hadn’t been on supermarket shelves for years and Sunny D is back in our lives (though with a lot less of the sugar and e-numbers!)

Serious about sarnies

There’s been a serious sandwich surge across social media, from the viral folded sandwich to chopped sandwiches, everyone’s gone mad for souped-up sarnies. Sandwich videos on TikTok and Instagram are racking up hundreds of millions of views, so how has the once humble lunchbox staple become a viral sensation? It’s all about the aesthetics. Sandwiches have become so much more elevated than just a bog-standard ham and cheese, whether that’s through using premium ingredients or packing your sarnie out to the MAX to create a highly visual eating occasion.

Feeling fruity

Confused as to why the (now mysteriously deleted) video of chocolate covered strawberries was on its way to knocking Bella Poarch off her spot as most liked TikTok video? You’re not alone! The video racked up over 454M views and 50.6M likes and no one really knows why… However, here’s our hot take on why DIY simple snacks is a current food trend that’s here to stay: The Ultra Processed Foods (UPF) conversation is driving consumers to really take a moment to think about exactly what they’re eating and with SO many mixed messages about what’s best for our health, it’s no surprise we’re going back to basics by using real, whole foods. We’re seeing some of our fave treats recreated as healthier alternatives, like this DIY Snickers Bar using dates, peanut butter and melted chocolate. We’re also seeing this with the likes of Tanghulu, which is another popular food trend on social media. This method of using real, whole fruits with a crystallised sugar coating is actually a traditional Chinese snack dating back to the Song Dynasty (960 to 1279) but thanks to our love for ASMR content, Tanghulu has risen in popularity on TikTok due to its *very* satisfying CRUNCH.

With-OAT a doubt, it’s a dairy renaissance

In a similar vein of being more mindful about what’s actually in our food and drink, oat milk came under the spotlight and recently fell from grace as the trendiest dairy alternative, after criticism came from nutritionists who were breaking down the makeup of oat milk and its impact on our bodies. This particularly influential high-profile interview with the “Glucose Goddess” Jessie Inchauspé played a big role in us falling out of love with oat milk, in which Jessie dubbed it “starch juice”. This damning description and the explanation that oat milk will give us all a big glucose spike led to a frenzied sidestep away from the trendy plant-based alternative and threw us back into the path of dairy milk, which seems to have ridden its wave of ridicule and come out the other side. It’s worth keeping in mind that trends are cyclical and things come in and out of vogue and it seems cow’s milk knew we’d all be back in the end, even if she is a just a *little* bitter about our hiatus, as this Eastenders-worthy skit from Andrea Valls so brilliantly encapsulates.

OTT condiments

What was previously just “a bit on the side” is edging its way to star of the show on our plates. Condiments are having a real moment, with our palates more adventurous than ever, the usual suspects for dipping chippies aren’t going to cut the mustard anymore. Brands are launching far out flavours to engage and excite, and brand collabs are adding another layer of intrigue, like the Heinz Barbiecue Sauce, a hot pink collab with Mattel to celebrate the 65th Anniversary of the Barbie brand. The latest saucy innovation from Heinz is reserved for those who are “officially obsauced” and for good reason… The Every Sauce combines 14 Heinz sauces, from Garlic Sauce to Burger Sauce to Mayoracha, Heinz claims this is the “holy grail” of sauces. The colour and grainy-looking texture leave A LOT to be desired, but did that stop the whole agency from entering the giveaway for the chance to win one of the 100 limited-edition bottles on offer? Absolutely not. Talk to us to find out how we’re using these trends within our press office pitching and client social media content.   Sally HaywoodInfluencer marketing specialist? Content shoot pro? Copywriting connoisseur? Consumer PR strategist? Sal is your gal – bringing creative visions to life and balancing style with substance to create stand-out results. Oh, and if you want to learn how to macrame, you know who to call.

8th January | Sally Haywood back

Influencer Marketing Strategy: Like a Pair of Jeans, It’s All About the Perfect Fit

As a Business Management and Marketing graduate, my studies provided a vast array of insights into the world of business. A topic that piqued my interest in particular was digital communications and marketing. As a result, I decided to write my final-year dissertation on the rise of Instagram influencers, what makes an effective influencer marketing strategy, and whether their perceived ‘influence’ actually impacts consumer purchasing decisions and engagement with a brand. My desk research revealed that Instagram users perceive influencers as more stimulating and engaging than celebrities or actors, as they feel they can relate to them more. As consumers, we’re increasingly using social media as a source of information when researching a brand, so it’s essential for brands to connect with consumers through influencers they find appealing and relatable. But successful social media influencer marketing isn’t simply a numbers game. The right brand influencer fit can make the difference between a partnership that feels authentic and one that leaves consumers confused.

Choosing the right influencer for your brand

The interviews I conducted as part of my research revealed three standout themes around Instagram influencers and influencer marketing effectiveness: Brand relevance and alignment Influencer credibility Impact on brand perception Together, they highlighted something that remains fundamental to a strong influencer marketing strategy: finding the perfect fit.

1. Brand relevance matters more than follower numbers

Firstly, it’s vital for a brand to select an influencer who is relevant to and aligns with the brand. Choosing an influencer simply because they have a large following won’t cut it. If the influencer doesn’t align with the brand’s ethos and values, it’s more than likely just going to confuse consumers rather than interest them. When choosing the right influencer, brands need to consider their audience, expertise, content style and values alongside reach and engagement. That means authentic influencer partnerships should begin with relevance rather than follower count. The question shouldn’t simply be, “How many people can this influencer reach?” but also, “Are they the right person to tell this brand’s story?” This thinking remains central to Richmond & Towers’ influencer marketing approach, where matching brands with the right talent is based on campaign requirements, objectives and budgets rather than numbers alone.

2. Influencer credibility depends on context

I asked participants to rate which factor they perceived to have the greatest impact on an influencer’s credibility. Expertise came out on top, followed by the attractiveness of the individual and finally their trustworthiness. Participants also revealed that the factors affecting their views were topic-sensitive. For example, expertise tended to be the most important factor contributing to an influencer’s credibility among participants who used Instagram for cooking, travelling or skincare. Meanwhile, those who used Instagram for fashion, hair and makeup inspiration – products affecting physical appearance – were more likely to choose attractiveness as the factor that equated to credibility. This reinforces the importance of looking at credibility in context. Different audiences and product categories can require different types of authority, which is why an effective Instagram influencer marketing campaign needs to consider much more than an influencer’s headline engagement figures. Research published since my dissertation has continued to explore this relationship. Studies have found that factors including expertise, trustworthiness and influencer-product congruence can affect perceptions of influencer credibility, attitudes and purchase intention.¹ ²

3. The wrong influencer can affect brand perception

Finally, I explored the impact on brand perception and what might happen if a brand works with an influencer who isn’t “right” for them. My research revealed that most participants felt that the use of an influencer they don’t like could deter them from shopping with the brand, or at least tarnish their opinion of the brand. That makes choosing the right influencer for your brand more than a creative decision; it’s an important part of an influencer campaign strategy. A partnership needs to make sense to the audience as well as the brand. The findings also demonstrate why brands should think carefully about consumer trust in influencer marketing. A large audience might deliver reach, but if the partnership feels out of place or lacks credibility, those numbers alone won’t necessarily translate into a positive response.

Putting influencer marketing strategy into practice

My role at Richmond & Towers now allows me to put these findings into practice, and I’m delighted that I’ve joined a team that listens to and uses the latest insights like these to recommend the right strategy for clients. We also use our keen understanding of our clients’ brand values and goals to select influencers who align with individual campaigns. It’s an approach designed to create brand influencer partnerships that feel relevant to both the brand and the people it wants to reach. For example, for our skincare client Cetaphil, we’ve been working with dermatologists and keen skincare advocates to land the message that it should be the brand of choice for Millennials. Likewise, for our client Beyond the Box, we’ve worked with some of the UK’s highest-profile and most credible sustainability and lifestyle influencers to successfully promote the benefits of cardboard to a mainstream audience, with some staggering results and engagement rates well above industry norms. Both examples show why the perfect fit matters. The strongest partnerships bring together the right brand, influencer, subject matter and audience rather than treating reach as the only measure of potential success.

Finding the perfect influencer fit

So, how do you find the right influencers for your brand? My research suggests there isn’t one universal formula. Instead, a successful influencer marketing strategy should consider: Relevance: Does the influencer naturally fit the brand and campaign? Audience: Are they speaking to the people the brand needs to reach? Credibility: Do they have the expertise, trustworthiness or other qualities that matter within that category? Authenticity: Will the partnership feel believable to their followers? Brand values: Does their content and public profile align with what the brand stands for? Campaign objectives: Can they help deliver the specific outcome the campaign needs? Get those elements right and influencer marketing can become part of a much broader, integrated approach to building awareness and engagement. At Richmond & Towers, our social media and influencer teams work with brands to connect social, PR and influencer activity around clear objectives. If you’d like to learn more about how our social and digital know-how can help your brand – from choosing the right influencer to developing an integrated campaign – then drop us a line (a digital one, of course). Sources ¹ Building influencers’ credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer, International Journal of Retail & Distribution Management / ScienceDirect.
https://www.sciencedirect.com/science/article/pii/S096969892100151X ² Social media influencer marketing: the moderating role of materialism, European Business Review.
https://www.emerald.com/ebr/article/34/2/224/49072/Social-media-influencer-marketing-the-moderating