Influencer Partnerships for Thai Food Online
As part of a wider push to modernise its brand and connect with a new generation of home cooks, Thai Food Online, an eCommerce retailer specialising in authentic Thai and Southeast Asian groceries needed to build digital relevance and visibility. The aim was to tap into foodie culture and grow brand trust through relatable, creator-led content, while driving social engagement and reinforcing confidence in their grocery delivery service.
Challenge:
Build long-term influencer relationships that could bring the brand to life through engaging, culturally-relevant content and enhance product discovery in a way that felt authentic, accessible and shareable across social platforms.
Approach
Each influencer collaboration was planned as part of a wider seasonal campaign; whether promoting a specific product line, highlighting Thai Food Online’s 1-click recipes, or celebrating cultural moments like Thai New Year.
Creators were carefully selected based on their audience, content style and alignment with the brand’s values. This included partnering with Thai creators to honour the cultural roots of the products, while also working with a broader mix of food lovers to reflect the growing appreciation for Thai cuisine across diverse communities.
Campaign briefs included visual guidance and suggested talking points, but left space for authenticity and creative freedom, ensuring each piece of content felt natural, informative and in tune with each creator’s tone.
Result
From Instagram grid posts to paid campaign assets, the influencer content supported wider marketing efforts, driving increased social awareness, reinforcing brand trust and enhancing credibility among younger online shoppers.
Strategic creator selection and clear, well-structured briefing led to a strong pipeline of high-quality, visually-led content that aligned seamlessly with each creator’s platform and audience.
This content not only helped reach niche foodie communities organically through a combination of PR/gifted partnerships as well as paid, limiting reliance on heavy ad spend; but also served as valuable user-generated content (UGC) that could be repurposed across Thai Food Online’s broader social strategy.
Partnerships
