More and more food and beverage brands are leveraging TikTok to reach Generation Z, a dynamic and digital audience that dedicates a significant portion of its budget to food and beverage experiences. This generation, born between 1995 and 2010, values both authenticity and creativity, making TikTok an ideal channel to capture their attention.
TikTok and Viral Food Culture
TikTok, with over one billion active users, has revolutionized the way content is consumed, including food. During the pandemic, viral trends emerged around foods and recipes, such as baked feta cheese and dalgona coffee. The app has become a space where users can discover, learn, and try recipes, often driven by influencers and content creators who connect with their audience authentically.
Generation Z: Consumption Habits and Preferences
Generation Z, characterized by its high social and cultural awareness, seeks authentic representation of their values in brands. For this generation, consumption goes beyond acquiring a product; it is a way of expressing their identity and values, such as health and wellness. They are attracted to portable and quick-to-prepare foods, aligned with their active lifestyle and preference for natural ingredients. This represents a great opportunity for brands that want to position themselves attractively for this group.
Advertising Restrictions for Products High in Sugar and Fat
Since January 2023, brands have faced new digital advertising regulations that limit the promotion of products high in fats and sugars. This measure, intended to protect young people, pushes brands to explore content and campaigns that promote healthy and accessible options, capitalizing on TikTok users' interest in foods that reflect a balanced lifestyle.
Examples of Successful TikTok Campaigns
Dunkin'
With a strategy that integrates major influencers and everyday users, Dunkin' has managed to get its products to appear in organic content. Collaborations with figures like Charli D'Amelio not only generate millions of views but also strengthen the relationship between the brand and its followers. Its #dunkincastingcall challenge allowed users to interact creatively with the brand, accumulating millions of views and increasing its reach.
Doritos
Doritos has leveraged TikTok to launch custom filters and visual challenges. Examples like the "flaming hot" filter allow users to experience augmented reality effects, making the brand part of their entertainment experience. Additionally, Doritos highlights the fun and authentic side of its employees in behind-the-scenes videos, a strategy that connects with Generation Z on a more personal level.
Chipotle
With a customer base where zoomers represent a high percentage, Chipotle has known how to capture the attention of this group on TikTok. Challenges like #ChipotleLidFlip and collaborations with popular creators have boosted its brand among young people. Additionally, Chipotle has expanded its presence into the metaverse with brand experiences on gaming platforms, offering rewards both online and in physical stores.
The Influence of TikTok on Gastronomy and Food Marketing
In an initiative to bring TikTok food to homes, the platform announced its collaboration with Virtual Dining Concepts, creating menus inspired by viral recipes and food trends that will be available through TikTok Kitchen in the United States. Part of the revenue will go to the creators of these dishes, supporting emerging talent in the culinary world.
For food and beverage brands, TikTok offers a unique opportunity to connect with the audience authentically and directly, adapting to their interests and values. Leveraging the trends and tools that the platform provides can be the key to capturing the most connected and conscious generation of modern times.
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