Viral food and drink marketing: Creator relay

Cases
15
Median Spread Score
38
Most started on
TikTok27%
First post to peak
7 days

By mechanic

All101Controversy40Response chain37Scarcity drop32Newsjacking29Pairing19Transgression19Creator relay15Sell-out loop14Mystery & lore13Identity badge11Visible in use10Challenge9Remixable template9Real-world spectacle9Maker origin8Dupe economy6Sound or audio meme6Resale market6

Grimace Shake

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

6.6M 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

YETI x Liquid Death Casket Cooler

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

1.2B impressions

Down N' Out Pokéburgers

50
Liefde voor Pokémon door de maag met nieuwe burger

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

Josh Wine Memes

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

207M 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

Nutter Butter, You Good?

38
nutter butter on Instagram

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

Alison Roman’s The Stew

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

3.5K derivatives

Chili's Big Smasher Burger

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

46M 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

KitKat: Windows Break

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

3.8M 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

Popeyes: pope yes

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

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Creator relay in every industry