--- title: "Influencer Marketing for Food Brands | Ad Specialist" description: "HelloFresh: 1,445 orders at a €5 CAC in the top placement. Oatsome: 84% new customers via YouTube. Creators as a new-customer channel for food D2C brands." canonical: https://www.adspecialist.de/en/branchen/food/ --- # Influencer Marketing for Food Brands | Ad Specialist > HelloFresh: 1,445 orders at a €5 CAC in the top placement. Oatsome: 84% new customers via YouTube. Creators as a new-customer channel for food D2C brands. Kanonische URL: https://www.adspecialist.de/en/branchen/food/ ## Influencer marketing for food brands New customers not just reach We turn creators into a measurable new-customer channel for food brands. For HelloFresh: 1,445 orders at a €5 CAC in the top placement. For Oatsome: 84% new customers via YouTube. ## Food brands with creators In real numbers Orders and CAC from the top HelloFresh placement, new-customer share across all Oatsome campaigns. Measured in new customers, not reach. - Orders - CAC - New customers - In the top placement ## Lots of revenue from creators But hardly any new customers Food brands have many repeat buyers. If you judge creators on total revenue, you often pay a premium for existing customers. At Oatsome, only 50 to 60 percent of Instagram orders still came from new customers. ## What works for food brands Three learnings from our cases From campaigns for HelloFresh and Oatsome. Not theory, but what the numbers showed. - **Proven creators on a new channel**: Oatsome was strong on Instagram, but only 50 to 60 percent of orders there still came from new customers. We booked the strongest Instagram creators 1:1 on YouTube. Content and audience were already proven, so only the channel was tested. Across all campaigns 84 percent of orders came from new customers, 90 percent in the strongest placement. - **New audiences through podcasts and Twitch**: HelloFresh had more budget than Meta and Instagram could still absorb profitably. The first new channel was podcasts, built over three years in crime, sports, talk and entertainment formats. Surprisingly, men over 30 from entertainment, sports and gaming performed there. With exactly this audience we moved to Twitch: at channel launch the lowest cost per new customer HelloFresh ever had worldwide. - **Measure new customers not revenue**: A placement can bring a lot of revenue and still only buy existing customers who are cheaper to reach via email or SMS. That is why every creator gets their own code and UTM link. In IDA you see new-customer rate, cost per new customer and new-customer ROAS per placement and decide who gets rebooked. ## Cooking on stream Instead of an ad A clip from the HelloFresh collaboration with PietSmiet on Twitch: the community cooks along instead of skipping an ad. ## Don't ask us Ask our clients ## Our *case studies* Real results from our campaigns, food brands first. ## What could creators do for your food brand? ## Our influencer scaling system Three connected drivers of growth Influencer marketing strengthens the middle of the funnel. Partnership Ads drive the lower funnel. TikTok Shop adds revenue and awareness. - **Influencer marketing**: Bring your influencer and affiliate programmes together. We replace fragmented workflows with real creator relationships and clear business impact. Booking decisions draw on conversion data from over 20,000 campaigns. In IDA, every code and order shows you who drives sales and who only drives views. - **Meta Ads Suite**: Fight creative fatigue on Meta with fresh creator content, amplified through Partnership Ads. We test hooks and move budget towards the assets with the best CAC. Usage rights are agreed when booking, so a winning video does not have to stop after 30 days. - **TikTok Shop**: Turn TikTok Shop complexity into growth. We manage affiliate operations so manual work does not become the bottleneck. Creators with a sales record receive samples; winning videos get Spark Ads support. After a 90-day test, revenue and contribution margin tell you whether the channel earns its place. ## Also a fit for you The channels that carried for our food clients: YouTube and Twitch. - YouTube influencer marketing - Twitch Influencer Marketing ## Your questions about food brands Answered honestly - **Which channels work for food brands?**: The data decides, not gut feeling. For Oatsome, YouTube was the channel for new customers; for HelloFresh it was podcasts, Twitch and YouTube in turn. Instagram often stays important, but for well-known brands it brings a high share of existing customers. - **Which creators fit food brands?**: Not only food creators. For HelloFresh we ran podcasts in crime, sports, talk and entertainment, plus nerd and gaming formats, and on Twitch creators like PietSmiet. For Oatsome it was the creators who had already performed for the brand on Instagram. What matters is where your audience watches, not the topic of the channel. - **Why not simply more budget on Instagram?**: Because every channel has a limit beyond which it no longer absorbs budget profitably. At Oatsome only 50 to 60 percent of Instagram orders still came from new customers. More budget would mainly have bought existing customers. - **How do you measure whether a creator brings new customers?**: Every creator gets their own discount code and UTM link, synced with your shop. In IDA you see new-customer rate, cost per new customer and new-customer ROAS per placement, not just total revenue. - **From what budget does it pay off?**: Typically online shops from around €1m annual revenue that plan €5,000 to €10,000 a month for creators, YouTube from €10,000. We calculate the exact frame from your goals in the potential analysis. ## More *industries* What creators delivered in other industries, with real cases. - **Home & living**: Trust for big baskets: 7.7x ROAS and €291,414 net revenue in Emma's top placement. - **Personal care**: New customers on a small basket: 3,877 new customers for Duschbrocken, cost per new customer down from €38 to €25. - **Hobby & toys**: Communities not reach: €156,000 revenue from one placement for BlueBrixx, 4,302 orders from one placement for MagicHolz. ## No time for a call? Tell us a little about your business Tell us what you sell, where you are today and what you want to achieve with creators. We will review your store and email you an initial assessment.