BITES // 03.06.25 // FOOD FUN
Every month, we collect six of the best web content pieces and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
Food brands are tapping into fun and comedic content are seeing stronger engagement as consumers crave entertainment alongside their snacks and meals. Whether through witty social media banter, playful ads, or humor-driven packaging, brands that don’t take themselves too seriously create a sense of approachability and joy. This strategy not only drives virality—making products more shareable online—but also builds stronger emotional connections with consumers. In a landscape where attention is limited, humor helps brands break through the noise, appeal to younger audiences, and turn everyday products into cultural moments. Conferences like Expo West have become a key playground for food brands to experiment with this approach, offering a space where food innovators can test bold, fun ideas in real time.
1. HEINZ TEAMED UP WITH PRODUCER MUSTARD
Heinz partnered with Grammy-winning producer Mustard (Dijon McFarlane) to launch a limited-edition mustard flavor, marking the brand's first U.S. co-created product in nearly a decade. The campaign debuted with a 30-second ad during the Grammy Awards on February 2, 2025, featuring Mustard as Heinz's fictional Chief Mustard Officer. The collaboration includes social media and targeted out-of-home placements, particularly in Mustard's hometown of Los Angeles. Fans can sign up for updates and be among the first to try the new mustard at www.mustardxmustard.com.
2. CHILI’S GETS INTO THE ENTERTAINMENT BUSINESS
Chili's Grill & Bar has partnered with Lifetime to create a unique marketing campaign: a full-length movie titled "I’ll Be Home For National Margarita Day" which doubles as a commercial for Chili's margaritas. The film premiered on February 19th on the channel while also being accessible through Lifetime.com, YouTube, and social platforms. Starring Maria Menounos and Taye Diggs, the film embraces classic Lifetime themes—a city woman returns to her hometown and rekindles a romance with her former love, now a Chili’s bartender. Together, they must stop a ruthless big-city developer from ruining the town’s National Margarita Day celebration.This collaboration marks a novel approach in advertising, blending entertainment with brand promotion. Chili's aims to engage viewers by integrating their product into a romantic narrative, hoping to create a memorable connection with the audience. They also debuted their 'Ride the Dente' campaign that is part of a multi-race partnership extension with Spire Motorsports, celebrating Chili's freshly rebranded Presidente Margarita. It included a country music video celebrating its rebranded Presidente Margarita and NASCAR partnership, featuring a fictional driver-turned-country singer, Ty Blackwood.
3. DOMINO’S WANTS TO ENHANCE YOUR PIZZA
Domino's has partnered with Australian wine brand [ yellow tail ] to introduce a limited-edition red blend wine designed to complement their pizzas. The [ yellow tail ] & Domino's Red Blend is available in 1.5-liter bottles at select locations. If red wine isn’t the vibe, they got you covered, [ yellow tail ] suggest the pacific veggie pizza for pinot grigio. This collaboration aims to enhance the pizza dining experience by offering a wine that pairs well with Domino's menu. Fans on social media were excited to hear the news when the brands teased the collaboration.
4. MCDONALD’S BRINGS BACK GRIMACE SHAKE
McDonald's is bringing back its Shamrock Shake and Oreo Shamrock McFlurry for a limited time that started on February 19, 2025. This year, the company reintroduced Uncle O'Grimacey, a character from the 1970s and 1980s associated with the Shamrock Shake, in its marketing campaign. The Shamrock Shake, first introduced in 1970, has become a seasonal favorite, and the return of Uncle O'Grimacey aims to evoke nostalgia among customers. In honor of RMHC's 50th anniversary, McDonald's will donate 25 cents from each Shamrock Shake sold between February 10 and March 23 to the charity, supporting its mission to keep families together during medical treatments.
5. OREO RELEASES A FIRST-OF-ITS KIND COOKIE COLLAB
From Bud Light to Doritos, brands can’t get enough of Post Malone. Oreo partnered with musician Post Malone to release a limited-edition cookie featuring the brand's first-ever swirled filling, combining salted caramel and shortbread-flavored crème. The cookie consists of one chocolate Oreo cookie and one Golden Oreo cookie, each embossed with one of nine designs representing Post Malone's musical journey, such as a sunflower and a butterfly. The cookies became available for presale online on January 27, 2025, and hit stores nationwide on February 3, 2025. Initial reactions have been largely positive, with fans expressing excitement over the unique flavor combination.
6. PARIS HILTON MAKES REDHOT HOT AGAIN
Frank's RedHot has partnered with Paris Hilton's 11:11 Media for a digital campaign. Hilton, known for her cookware line at Walmart and Amazon, previously hosted Netflix's Cooking With Paris, featuring guests like Saweetie and Kim Kardashian. The campaign featured Paris Hilton encouraging consumers to share pictures and videos of the food they make with Frank's RedHot sauce.To enter, consumers could share videos or photos of foods they’re making with Frank’s RedHot by tagging @FranksRedHot and including #FranksSweepstakes on social channels like Instagram and TikTok.
TAKEAWAY-
Food brands that embrace fun are winning over consumers by turning everyday eating into an experience. Whether through playful packaging, unexpected flavor mashups, or interactive marketing, brands that prioritize joy create a sense of excitement and nostalgia. This approach not only sparks social media buzz but also fosters deeper emotional connections, making products more shareable and memorable. In a crowded market, leaning into fun helps brands stand out, attract younger audiences, and drive repeat purchases.
BEST PRACTICES FOR FOOD BRANDS
Here are some tips for food brands to think about before creating their next campaign:
Embrace fun: Food brands embracing fun create memorable experiences through playful packaging, unique flavors, and interactive marketing, sparking social media buzz, building emotional connections, and driving repeat purchases.
Collaborate with Influencers or Creators: Partner with influencers who align with your brand’s fun and playful tone. This can help introduce your brand to new audiences and infuse fresh, entertaining ideas.
Embrace Trends and Challenges: Stay active on platforms like TikTok and Instagram by participating in trending challenges or viral content. Food brands can create their own fun challenges (e.g., recipe hacks, flavor combinations) to engage their audience.
Interactive Content: Use polls, quizzes, and interactive stories on social media to encourage engagement. Questions like “What's your dream flavor combination?” or “Which snack are you?” get followers involved and spark conversation.
Use Fun, Shareable Content: Focus on making content that people will want to share with their friends—whether it’s a funny video, a clever food hack, or a unique recipe. The more shareable, the more engagement your brand will receive.