Let’s face it – social media can be a minefield. With a new platform trending every other week and the pressure to jump on the latest memes, it’s easy to feel overwhelmed. But when it comes to choosing the right channels for your food or drink brand, it’s not about being everywhere at once. It’s about being in the right places, with content that actually connects.
Whether you’re slinging cinnamon buns or brewing up craft beers, the social channels you choose need to work hard for your brand. So, where should you be showing up? Let’s break it down, with a few brilliant brand examples for inspiration.
Instagram – Your Visual Playground 📸
Instagram remains a non-negotiable for food and drink brands. With its photo-first format and endless storytelling tools (Reels, Stories, Lives, Guides), it’s the perfect place to showcase your products in all their mouth-watering glory.
A classic example? Greggs. Their Instagram feed is a masterclass in relatability. Think product glamour shots mixed with witty memes, seasonal campaigns, and self-aware captions. Whether it’s a cheeky Valentine’s Day pun or a nod to pop culture, Greggs keeps things fresh and funny – while still making you crave a steak bake.
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Another standout is DASH Water, known for its sparkling water made with wonky fruit. Their grid is minimal but colourful, with playful animations, sustainability messages, and founder-led storytelling. It’s a perfect mix of aesthetic and authenticity.
✅ Best for: Building visual identity, community engagement, influencer collabs
❌ Avoid if: You’re short on visual assets or slow on trend adoption
TikTok – No Longer Just for Gen Z 🎵
Once dominated by Gen Z dance challenges and viral memes, TikTok has grown up — and its audience has, too. It’s now one of the most influential platforms across all age groups, making it a serious contender for any food and drink brand’s marketing mix.
In fact, according to TikTok’s latest UK data, over 60% of users are aged 25 and above, with the 30–49 age group now being one of the fastest-growing segments. Whether it’s recipes, behind-the-scenes content, or snack reviews, TikTok has become a discovery engine for everyone — not just digital natives.
Little Moons, for example, exploded in popularity after users started reviewing their mochi balls in Tesco car parks. The brand quickly capitalised on the organic trend, launching behind-the-scenes content, recipe hacks, and engaging duets. Sales surged, and a viral TikTok helped turn a niche product into a national craving.
M&S Food is another hit on TikTok. Their use of the iconic Percy Pig mascot, “New in the M&S Foodhall” series, and influencer collaborations gives the brand a fun, modern edge.
✅ Best for: Viral potential, trend-jacking, humanising your brand
❌ Avoid if: You don’t have capacity to create native video content or jump on trends quickly
LinkedIn – More Than Just Suits and Sales 💼
Take Surreal Cereal. This breakfast brand isn’t just selling cereal – it’s selling personality. Their LinkedIn posts are packed with cheeky humour, parody CVs, fake employee announcements, and satirical product updates that regularly rack up thousands of shares. The best part? They rarely “sell” in the traditional sense. It’s tone-first, value-driven content that feels native to the platform – and marketers love them for it.
Or look at THIS™ – another great example. Their LinkedIn content includes brutally honest behind-the-scenes startup insights, humour-led product news, and punchy stat drops. It all adds up to a strong, memorable presence that doesn’t feel like a hard sell.
✅ Best for: B2B relationships, brand-building with professionals, media exposure
❌ Avoid if: Your brand isn’t ready to think beyond product pushes
X (formerly Twitter) – Real-Time Banter & Bold Opinions 🐦
X is fast, witty, and great for brands that aren’t afraid to have a voice. If you’ve got something to say — or even better, if you’ve got a hot take — this is your playground.
Look at Yorkshire Tea. Their blend of wholesome northern charm and quick-witted clapbacks has made them a fan favourite. From handling political controversy with class (remember the Rishi Sunak tea tweet saga?) to posting oddly emotional odes to their factory staff, they consistently feel human — not corporate.
If this ever happens to you, hand in your resignation immediately. Nobody should have to work under those conditions. pic.twitter.com/aY2WrD72cx
— Yorkshire Tea (@YorkshireTea) April 14, 2025
And don’t forget Innocent Drinks. Its feed has been a benchmark for years: random facts, weird polls, chaotic updates — all wrapped in a tone that feels like your funniest mate took over the account.
✅ Best for: Real-time engagement, cultural commentary, humour-led branding
❌ Avoid if: Your brand prefers staying neutral or playing it safe
Want to chat about which channels are best for your brand or get help creating a scroll-stopping strategy? Drop us a line at hello@hatch.group – we’d love to talk.
