Influencer marketing for food and beverage brands
In food, people buy what they have seen cooked, tasted and shared. Roundabout selects cooking, recipe, lifestyle and niche creators on verified insight data, builds the quote on real benchmarks by tier and market, and runs the campaign: product shipping, brief, content approval, licences and a content-by-content report.
Updated on
Brands we work with
Three things that change in this industry
The niche matters more than the tier.
Gluten free, fitness, regional cooking, wine: a creator with a precise community often moves more than a large, generic profile. That is why we select on niche and audience data, not follower counts.
Online and in-store go together.
For grocery and retail brands, content has to drive people to the shelf, not just generate likes: territory, promotions and local launches go into the brief.
The experience counts as much as the product.
Events, tastings and venues work when creators actually live them and share them with their community.
In the food segment, creators under 40k followers engage about 2.4 times more than those above 100k.
| Follower tier | Median Instagram ER | Profiles |
|---|---|---|
| 6–10k | 6.35% | 27 |
| 10–40k | 3.10% | 214 |
| 40–100k | 1.79% | 202 |
| 100–300k | 1.34% | 180 |
| 300k–1M | 1.36% | 59 |
Source: Roundabout creator database, Italian creators in cooking and recipes, healthy food, food sustainability, sweets and bakery, vegan, wine, beer and food service niches; profiles scraped 28 August – 7 October 2026. ER = average likes + comments on the last 12 non-pinned posts / followers; measured likes only. «Under 40k» and «above 100k» are all the profiles in the table's tiers, from 6k to 40k and from 100k to 1M, pooled: 2.4 is the ratio between the two medians (3.19% and 1.35%). The over-1M tier is not published: 10 profiles, below the threshold of 20 profiles.
Three campaigns in this industry
4.9MImpressions
Sgambaro · pasta
Italy
- Creators
- 3
- Pieces of content
- 41
- ROAS
- x4
288Creators
Winelivery · wine and drinks delivery
Italy
- Pieces of content
- over 1,200
- Impressions
- over 1M
- ROAS
- x5
355KImpressions
Todis · grocery retail
Italy
- Creators
- 3
- Pieces of content
- 61
- ROAS
- x3
Fitness creators meet food.
Also worked with us in this industry: Casa Martini, Despar Italia, MD, Gritz, Lino passami il vino, Poormanger.
The method is the same in every industry.
In food, the story is told by the people who cook, taste and recommend every day.
Frequently asked questions
How do you choose creators for a food brand?
On verified insight data, not public follower counts: audience location, engagement on recent posts, growth and past collaborations with brands in the category. You see the rationale for every creator and approve the shortlist before anything is signed.
Do you work with grocery retailers and brands sold in stores?
Yes. Our clients include Todis, Despar Italia and MD: the brief connects online content, territory and the point of sale.
Does it make sense to work with only a few creators?
It depends on the objective. For Sgambaro, three creators generated 4.9M impressions; for Winelivery we involved 288. The quote shows you three scenarios side by side.
Who handles product shipping?
We organise it with the creators, on the campaign timeline.
Can we use the content in our ads?
Yes. A 12-month organic licence and 14 days of paid ads use are included. Longer advertising rights are added per content, with a flexible start date, and priced in the quote.
What does a food campaign cost?
It depends on creator tier, market and usage rights. The quote you build on the platform is itemised and final.