Viral food and drink marketing

Cases
101
Median Spread Score
45
Most started on
X22%
First post to peak
7 days

By mechanic

Controversy40Response chain37Scarcity drop32Newsjacking29Pairing19Transgression19Creator relay15Sell-out loop14Mystery & lore13Identity badge11Visible in use10Challenge9Remixable template9Real-world spectacle9Maker origin8Dupe economy6Sound or audio meme6Resale market6

Dubai chocolate

66
@fixdessertchocolatier WOW, JUST WOW!!! Can’t explain how good these are! When a chocolate, a dessert and a piece of art meet this is what you get! 🍫 "Can't Get Knafeh of it," "Mind Your Own…

120M views

McDonald's France: Olympic Curry

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

Doggface Ocean Spray Dreams video

63
Morning vibe #420souljahz #ec #feelinggood #h2o #cloud9 #happyhippie #worldpeace #king #peaceup #merch #tacos #waterislife #high #morning #710 #cloud9

15B impressions

McDonald's: Grimace's Birthday

63
R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy

9.7B impressions

Just One Cornetto (ReMAXed)

62
Susan Boyle on Instagram: "#ad | Well… it Boyled over 🔥 I couldn’t keep you all waiting – Just One is yours. Two icons back for summer. The @cornettouki track you know and love, reMAXed with the…

4.6B impressions

Nuggs for Carter

60
Wendy's | #NuggsforCarter

3.2B impressions

Dalgona coffee

59
달고나커피, 400번 저어먹는 커피

Peaked at #1

Grimace Shake

59
R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy

6.6M impressions

Popeyes Chicken Sandwich

59
Popeyes’ official chicken sandwich photograph in its Canadian launch release.

21B impressions

The McWhopper Proposal

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

Girl Dinner

57
TikTok video by @liviemaher

435.2K derivatives

IHOb

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Pancake cereal

56
Pancake dip n dots 🥞 This was a joke but actually tasted amazing #breakfast #pancake #tiktokdiy #positivevibes #cooking #keepingbusy #passover

870M impressions

BTS Meal

55
A "BTS Meal" served in Indonesia by McDonalds, as part of a collaboration with the South Korean boy band BTS. Clockwise from bottom left, this example contains 9 Chicken McNuggets, medium fries, a…

$98M revenue

Whopper Whopper

55
Whopper Whopper (Extended)

1B impressions

Frida Breast Milk Ice Cream

55
‘Breast milk ice cream’ now available: What’s really inside

7.8B impressions

McDonald’s: WcDonald’s

55
WcDonald’s manga takeout bag

6B impressions

BomBombs hot chocolate bombs

54
BomBombs ten-piece hot chocolate bomb gift set with its box open.

3M sold

Goldfish: Chilean Sea Bass

53
The official Goldfish® brand on Instagram: "They look like Goldfish. They taste like Goldfish. But they’re called Chilean Sea Bass. Which is WAY more grown up. Shop now at the link in bio."

14.5B impressions

Heineken: The Boring Phone

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

Heinz: #FindTheKetchupBoatGuy

53
Heinz on Instagram: "To whoever finds this message, We need your help tracking down an amazing man with an amazing story. You may remember Elvis Francois as the brave sailor who survived on nothing…

3.7B impressions

Taco Bell: Freeing Taco T***day

53
Taco *Bleep* (Commercial) | Taco Bell

21B impressions

A Recipe for Seduction

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

Burger King Whopper Neutrality

52
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

Heinz: Heinz Ketchup & Seemingly Ranch

52
Heinz on Instagram: "It’s a new Era for Heinz. Introducing Ketchup and Seemingly Ranch. Limited-edition bottles coming soon. #SeeminglyRanch #ItHasToBeHeinz"

4.7B impressions

KitKat (Nestlé): The KitKat Heist

52
Regarding recent press coverage

70.5B impressions

The Michelob Guy

52
No cell phone. Just a man watching Tiger with a Michelob Ultra.

250M impressions

Negroni Sbagliato With Prosecco in It

52
Emma D'Arcy & Olivia Cooke Get To Know | House of the Dragon Season 1 | HBO Max

90 sold

YETI x Liquid Death Casket Cooler

52
The Life-Sized Casket Cooler from Liquid Death x YETI

1.2B impressions

Raindrop Cake

51
A raindrop cake is a Japanese dish made from water and agar that resembles a bead of water on a surface.

700 sold

Down N' Out Pokéburgers

50
Liefde voor Pokémon door de maag met nieuwe burger

KFC Double Down Dog

50
KFC Philippines Double Down Dog #KFCDoubleDownDog

50 sold

Dilly Dilly

49
A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.

4B impressions

Dr Pepper: The Dr Pepper Jingle

49
@Dr Pepper please get back to me with a proposition we can make thousands together. #drpepper #soda #beverage

4.1B impressions

Harder, Feta, breakFaster, Stronger

49
“There’s no such thing as a bad idea” Next time someone says that to you, just show them these adverts and then tell them to shut their stupid mouth. Erectile dysfunction medicine. Cheese. Cereal… |…

Josh Wine Memes

49
I’m not gonna keep telling y’all to grow up and leave that Stella & Barefoot alone

207M impressions

Salt Bae

49
Nusr_et#Saltbae on Instagram: "Ottoman steak 🔪"

Burger King Whopper Detour

48
Whopper Detour print creative changed a restaurant sign to Billions Swerved.

3.5B impressions

Doja Cat's Mexican Pizza Jingle

48
Doja Cat’s TikTok rap about Taco Bell’s discontinued Mexican Pizza.

1K derivatives

Domino's Paving for Pizza

48
Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza

1.1B impressions

The Grimace Effect

48
Grimace threw out the first pitch tonight at Citi Field 🟣

9.6B impressions

I Love You, Colonel Sanders!

48
Official Steam screenshot of the Colonel Sanders dating simulator.

1B impressions

Coors Light: Case of the Mondays

47
Coors Light Chill Face Roller holding a beer can.

12.8B impressions

Dave's Hot Chicken Drake birthday giveaway

47
Sora Has Lost Its App Store Crown to … Dave's Hot Chicken | Dave's Hot Chicken

Peaked at #1

Doritos Rainbows

47
Doritos Rainbows bags beside rows of multicolored chips, from the campaign designer’s portfolio.

2B impressions

Fruit Roll-Up Ice Cream

47
Reply to @joshmyfavourite Ice cream wrapped in fruit roll up 🤤 #eating #eatingshow #tiktokfood #mukbang #foodie #food #foryou #asmr #candy #fyp

Pepsi Kendall Jenner Jump In

47
Pepsi Commercial - SNL

385M impressions

Sweethearts Situationships

47
Sweethearts takes 'Situationships' to the next level

4B impressions

Extra Gum: The Story of Sarah & Juan

46
A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.

1.3B impressions

McDonald's UK: Raise Your Arches

46
Edgar Wright’s office workers invited colleagues to McDonald’s by raising their eyebrows to Yello’s Oh Yeah.

4.4M impressions

Burger King Google Home of the Whopper

45
A Whopper ad whose spoken Google command made nearby Home speakers read Wikipedia.

10.5B impressions

Heineken Worlds Apart

45
A film pairing strangers with opposing beliefs to build a bar, then choose whether to discuss differences over beer.

2B impressions

MoonPie Lol Ok

45
Lol ok

1B impressions

Budweiser: Lost Dog

44
A Budweiser commercial about a lost puppy and the Clydesdales that came to its aid.

Peaked at #1

Pop-Tarts: The First Edible Mascot

43
Welcome to the Pop-Tarts Bowl.

4B impressions

No Smiles (Smile Agenai)

41
ano「スマイルあげない」Music Video

85M impressions

Drunken Dumpling XL Soup Dumpling

40
Drunken Dumpling on Instagram: "Stay tuned to our reopening!!! 🥢"

25 sold

IKEA x Chupa Chups meatball lollipop

40
IKEA UK on Instagram: "We heard you like Swedish candy 🍭 So here’s the sweetest mashup no one asked for, but everyone will want to taste!"

25M impressions

Pink Sauce

40
5.3M views · 1.6K reactions | The pink sauce pre-sale begins tonight at 7 PM I will go live🥰🥰🥰 | Chef Pii

200K sold

Heinz Mustard: Heinz Mustard X Mustard

39
Heinz - Mustard X Mustard

2.1B impressions

McDonald's x Cactus Plant Flea Market Happy Meal

39
Despite Sellouts, There's Still Mass Interest in McDonald's Adult Happy Meals

1B impressions

Patti LaBelle sweet potato pies

39
Current Walmart packaging for Patti LaBelle’s sweet potato pie; this image is not the 2015 launch packaging.

10M views

Cheerio Challenge

38
#cheeriochallenge #sleepybaby had 10 but couldn't take pic quick enough

100M impressions

Heinz: Every Sauce

38
INTRODUCING… Every Sauce ✨ A holy grail of sauces that includes not one, not two, but 14 Heinz sauces! 🤯 The catch, only 100 bottles exist and the only way to get one is to win! Tap the link below…

220M impressions

Nutter Butter, You Good?

38
nutter butter on Instagram

Budweiser Born the Hard Way

37
People Want to Boycott Budweiser Over Its Super Bowl Immigration Ad | Fortune

Peaked at #1

Pickle's Back

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

Gay Burger

37
GAY BURGER NOW AVAILABLE IN LA, SF & NYC on DoorDash, Postmates, GrubHub. @GayBurgerCo 😭🌈🍔

McDonald's Big Arch CEO Bite

37
Chris Kempczinski on Instagram: "The Big Arch might be my new go-to lunch order. Who else is counting down the days until it’s in a store near you?"

PedidosYa: World Cup Delivery

37
Campaign vendor’s screenshot of the World Cup delivery tracker, with Lionel as courier.

26M impressions

New Coke x Stranger Things

36
The upside-down New Coke vending machine used for the Stranger Things promotion.

Progresso Soup Drops

36
General Mills’ Progresso Soup Drops Campaign Wins Gold and Silver Lions at Cannes Lions International Festival of Creativity

12.83B impressions

Uber Eats: Football is for Food

36
Football is for Food | Uber Eats

40M impressions

Prime Hydration

35
Circana’s New Product Pacesetters Report Reveals 2023 Innovation Meets Consumers in New Moments

$323.9M revenue

Alison Roman’s The Stew

34
A bowl of Alison Roman’s chickpea stew with greens, mint and yogurt.

3.5K derivatives

Budweiser: Bring Home the Bud

33
New Day, New Tweet. Winning Country gets the Buds. Who will get them?

Chili's Big Smasher Burger

33
Big Smasher burger and fries on a wooden board, from the official burger menu.

46M impressions

Greggs Vegan Sausage Roll

33
Vegan Roll Pork-Free

24M impressions

Hailey Bieber's Strawberry Glaze Skin Smoothie

33
Four Strawberry Glaze Skin Smoothies in Erewhon cups, from the official home kit product page.

$864K revenue

Heinz: Can't Unsee It

33
Marvel Studios’ Deadpool & Wolverine – Can’t Unsee It

1.58B impressions

KFC Extra Crispy Sunscreen

33
A fried chicken-scented sunscreen giveaway promoted by an infomercial starring George Hamilton as the Colonel.

200K views

KitKat: Windows Break

33
Time to have a break... KitKat® anyone? 🍫

3.8M views

Mixue theme-song remix wave

33
Snow King theme-song milestone illustration from Mixue’s official retrospective; not a verified frame of the 2021 seed video

15M views

Pusha T’s Arby’s Spicy Fish Diss Track

31
Just dropped a diss track with @Arbys. Grab some popcorn and a Spicy Fish Sandwich. #ArbysSpicyFishDissTrack #ArbysPaidMeButIWouldSayThisAnyway

5.7M views

Shah Rukh Khan-My-Ad

30
Ogilvy and Wavemaker: #NotJustACadburyAd and Shah Rukh Khan-My-Ad

1.4M impressions

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

Cronut

27

KitKat Iftar Bar

27
The Iftar Bar beside its red geometric packaging.

2M impressions

Denny’s Zoom-In Tweet

26
zoom in on the syrup

30M impressions

Popeyes: pope yes

26
Official Pope Yes campaign case board, showing the pun and reported reactions

Coffee in a Cone

24
Latte art in chocolate-lined waffle cones sold by Bluestone Lane.

50M impressions

Purina: Puppyhood

24
Puppyhood

Peaked at #1

KFC Double Down

23

10M sold

Coors Light's Out

19
Looks like we got a new can design thanks to the best player in baseball. Thoughts?

1M impressions

Whopper Sacrifice

18
Whopper Sacrifice Facebook application shown in the campaign portfolio

Logan Moffitt’s cucumber salads

15

Cadbury Gorilla

13
Gorilla seated at a drum kit in Cadbury’s 2007 advertisement. Original 2007 film still on the creating agency’s retrospective portfolio.

250K views

Emily Mariko’s salmon rice bowl

13

Burger King Subservient Chicken

10
Subservient Chicken leaning toward the camera in its interactive living-room setting. 2004 campaign screenshot in a contemporary article later updated.

Haidilao’s Kemusan dance wave

10

Baked feta pasta

0

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