Viral food and drink marketing: Newsjacking

Cases
29
Median Spread Score
40
Most started on
X28%
First post to peak
4 days

By mechanic

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

McDonald's France: Olympic Curry

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

2.5B 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

Pancake cereal

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

870M impressions

Frida Breast Milk Ice Cream

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

7.8B 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

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

The Michelob Guy

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

250M impressions

Down N' Out Pokéburgers

50
Liefde voor Pokémon door de maag met nieuwe burger

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

Pepsi Kendall Jenner Jump In

47
Pepsi Commercial - SNL

385M impressions

Sweethearts Situationships

47
Sweethearts takes 'Situationships' to the next level

4B impressions

MoonPie Lol Ok

45
Lol ok

1B impressions

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

Heinz Mustard: Heinz Mustard X Mustard

39
Heinz - Mustard X Mustard

2.1B impressions

Pickle's Back

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

4M impressions

PedidosYa: World Cup Delivery

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

26M impressions

Uber Eats: Football is for Food

36
Football is for Food | Uber Eats

40M impressions

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

Heinz: Can't Unsee It

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

1.58B impressions

KitKat: Windows Break

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

3.8M views

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

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

Coors Light's Out

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

1M impressions

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