With food trends and preferences changing constantly, the fast-paced environment of social media offers the ideal platform for food brands to not only keep track of new developments, but also promote their products and offers. But which brands understand social the best and use it to effectively engage with customers and prospects? Using Talkwalker social intelligence, we analysed the social media performance of 28 leading food brands, from Oreo and Ben & Jerry’s, to Maggi and Marmite, to see which truly understand the value of Facebook, Twitter and Instagram. By taking an in-depth look at the social media performance of these brands, you’ll also be able to discover best practices and tricks to boost your social media strategy. Some of our key findings: • Men accounted for 54% of mentions for savoury food brands, while 55% of mentions for sweeter brands came from a female audience • Sweet brands dominated the overall conversation – in the Southern hemisphere, chocolate brands were the most popular • Oreo cookies is the social star with a strong presence on all major platforms and a clear strategy for each

1. A Taste of Social:
28 Top Food Brands &
Their Social Media
Performance

2. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 1
Table of Contents

3. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 2
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4. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 3
1 Overall - Sweet Beats Savoury

5. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 4
BLOGS BIG FOR SAVOURY BRANDS
WOMEN LIKE CANDY, MEN PREFER SAVOURY

6. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 5

7. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 6
SWEET SOUTHERN HEMISPHERE
2 Twitter – The Most Active Social Channel

8. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 7

9. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 8

10. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 9
HELLMANN’S TOPS FOR SOCIAL SENTIMENT

11. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 10
NEW FLAVORS DOMINATE THE CONVERSATION
MAGGI & KRAFT CHEESE ARE TANTALIZING TWITTER

12. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 11

13. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 12
AND THE WINNER IS?
3 Facebook – The Most Widely Used Social Channel

14. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 13
OREO’S ACTIVE AUDIENCE

15. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 14
MARMITE: SOMETIMES LESS IS MORE

16. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 15
M&M’S ARE ACTIVING AUDIENCES

17. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 16

18. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 17
THE SOCIAL PUBLIC’S SWEET TOOTH
AND THE WINNER IS?

19. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 18
4 Instagram – The Most Underused Social Channel

20. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 19

21. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 20
5 The Overall Champion of the Food Brands

22. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 21
Conclusion
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23. A TASTE OF SOCIAL: 28 TOP FOOD BRANDS & THEIR SOCIAL MEDIA PERFORMANCE 22
About Talkwalker
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