Influencer Marketing for Food and Drink Brands: What Works Toward 2027

Cover: Food & Drink Influencer Marketing

Influencer marketing works especially well for food and drink because the product is easy to show and easy to try: a creator cooks, tastes, serves or brings it to a party, and the audience can buy the same thing the next time they shop. The brands that succeed toward 2027 combine a clear food moment people recognise, creators whose audiences already cook and eat that way, and careful attention to the stricter rules around children and alcohol.

Why does influencer marketing suit food and drink brands?

Food is visual, social and repeat-purchased. A recipe, a taste test or a dinner table says more than an ad, and it gives the audience a concrete reason to try the product. Food is also already a large part of creator content: in a peer-reviewed study of the top 100 American TikTok influencers, 15 percent of their videos featured at least one food or beverage product – and those videos drew very high engagement.

For brands, that means food content is not a niche format. It is a natural part of how many creators and well-known personalities already talk to their audiences.

Which formats work best for food and drink?

Recipes and cook-alongs – the product as an ingredient, not just a logo.
Taste tests and first reactions – honest, quick and easy to share.
Moments and traditions – taco Friday, Christmas, summer barbecues or the weekend fika.
Launch content – a new flavour or product presented by several creators at the same time.
Events and sampling – a well-known face at a launch creates content for social, PR and stores.

Examples from Collabri’s work

Coca-Cola wanted to connect its brand with the Swedish taco tradition. The “Coca-Cola Loves Tacos” activation brought together well-known duos – Pernilla Wahlgren & Sofia Wistam, Carolina Gynning & Carina Berg, and Mia Skäringer & Sanna Persson – and reached over 4.5 million views and 6,300 interactions.

When Fazer launched Domino cookies in Sweden, Collabri ran the influencer marketing and paid strategy with a carefully selected mix of creators on TikTok and Instagram. The launch reached over 3.5 million views and 14,000 interactions. Two different models – recognisable faces around a shared tradition, and a broad creator mix for a launch – both built on a food moment the audience already knows.

Celebrities or food creators?

Both have a role. A well-known personality gives reach and a story people talk about, which suits big launches and seasonal campaigns. Food creators – people who cook, bake or run restaurants – bring credibility in the kitchen and content that shows how the product is actually used. Many campaigns combine the two: a celebrity creates the moment and creators show the product in everyday cooking.

What rules apply to food and drink influencer marketing in Sweden?

The basic rule is the same as for all influencer marketing: it must be clear at first glance that a post is advertising. On top of that, two areas need extra care:

Children and young people: the government has asked Konsumentverket to strengthen its supervision of influencer marketing with a particular focus on children and young people. Products and messages aimed at young audiences – such as sweets, snacks and energy drinks – deserve extra caution.
Alcohol: marketing of alcoholic drinks must be moderate, must not be aimed specifically at or portray people under 25, and Konsumentverket’s general guidelines set strict limits for how and where it may appear. Many brands choose non-alcoholic alternatives or work only with clearly adult audiences.

How do you measure a food and drink campaign?

Reach and views – especially at launch.
Engagement – comments, saves and shares, which show that people want to try the product or recipe.
Sales signals – codes, links to online grocery stores and sales in the campaign period.
Content value – recipes and films that can be reused in ads, in stores and on the brand’s own channels.

How should food and drink brands prepare for 2027?

Plan around the moments people already have – seasons, holidays and weekly rituals.
Build a recipe and content bank with usage rights that work all year.
Move from one-off posts to ambassadors and recurring creators, so the product becomes part of their everyday cooking.
Make age rules and labelling part of the brief from the start.

Key takeaways

Food and drink are easy to show and easy to try – ideal for influencer marketing.
Recipes, taste tests, traditions, launches and events are the strongest formats.
Coca-Cola Loves Tacos and Fazer Domino show two models: recognisable faces around a tradition, and a broad creator mix for a launch.
Take extra care with children, young people and alcohol.

Frequently asked questions

Does influencer marketing work for everyday grocery products?

Yes. Everyday products often benefit the most, because creators can show them in real cooking and the audience can buy them on their next shopping trip.

Can you work with influencers for alcoholic drinks in Sweden?

Only with great care. Alcohol marketing must be moderate, must not target or portray people under 25 and is restricted in where it may appear. Many brands focus on non-alcoholic alternatives instead.

Should a food brand choose a celebrity or food creators?

It depends on the goal. A celebrity creates reach and a big moment; food creators show how the product is used. Combining both is often the most effective.

How many creators does a food launch need?

There is no fixed number. A launch often benefits from several creators publishing at the same time, while a long-term ambassadorship can be built around one or two well-known faces.

Planning a food or drink campaign? Contact us at info@collabri.se. You can also browse our talents and client projects.

Sources

Dupuis et al., Journal of Medical Internet Research – How TikTok Influencers Disclose Food and Beverage Brand Partnerships: Descriptive Study (2025): https://jmir.org/2025/1/e60891/PDF
Regeringen – Särskilt fokus på barn och ungas påverkan vid marknadsföring genom influencers i regeringsuppdrag (2025): https://regeringen.se/pressmeddelanden/2025/06/sarskilt-fokus-pa-barn-och-ungas-paverkan-vid-marknadsforing-genom-influencers-i-regeringsuppdrag/
Konsumentverket – Influencers reklaminlägg – regler för företag: https://www.konsumentverket.se/marknadsratt-foretag/influencers-reklaminlagg-regler-for-foretag/
Konsumentverket – Allmänna råd om måttfullhet vid marknadsföring av alkoholdrycker, KOVFS 2016:1 (via lagen.nu): https://lagen.nu/kovfs/2016:1
Collabri – Projects (Coca-Cola Loves Tacos, Fazer Domino): https://www.collabri.se/projects

This article was written with the help of AI and reviewed by Collabri.