Food content is the easiest to get views on and the hardest to get orders from. Everyone watches; few book. After 15+ F&B campaigns in Singapore, here is what separates the ones that filled tables from the ones that filled feeds.
Route every post to a place to buy
The single biggest difference between F&B campaigns that sell and ones that don't: whether the viewer can act within one tap. SMH Food's CNY campaign put a buy link on every post - Shopee, Oddle, NTUC and Sheng Siong - and did 234K views from 14 creators with orders tracked to each channel. Mom's Cooking routed to delivery with a promo code; S$258K in sales, 100% attributed via the Meta pixel, 674 new customers against a goal of 500.
A post that says "so good, go try it" produces likes. A post that says "order here, code X for 15% off, this weekend only" produces orders. Brief for the second.
Cast hyperlocal, not just food
Singapore is small enough that neighbourhood matters. A restaurant in Aperia Mall needs creators whose audience is in Kallang and the east, not a national food account. Martina's Kitchen opened a new outlet with 657K views and 525,000 accounts reached from 10 micro creators; one 24K-follower TikTok food creator did 254,400 views alone.
Le Rainbow's halal festive catering: 3 micro creators, every one over 30K views, 4.41% engagement. Fewer, better-matched creators beat a spray of food accounts.
Seasonal windows are your best friend
F&B in Singapore runs on festivals. CNY, Hari Raya, Mid-Autumn, Deepavali, Christmas - each is a purchase deadline. Kee Wah Bakery's Mid-Autumn: 219K views in four weeks from 16 creators, then the client sent us to Thailand to source 20 Thai creators for the Hong Kong flagship. Dilmah's CNY: 345K views from 5 creators across Singapore and Malaysia - 69K per creator.
Plan the campaign to peak 10 to 14 days before the festival, when people are deciding what to order and gift, not on the day.
Launches: go wide on one day
A new product needs to feel like it's everywhere at once. Pokka's Drip Coffee and Sparkling Water launch: 100+ creators seeded with custom kits, posting for Instagram and TikTok reveals, plus on-ground booths in the CBD and on campuses. The first Drip Coffee campaign did 213K views from just 6 creators with saves at 20%.
The kit matters. A product that arrives beautifully packaged gets unboxed on camera; one that arrives in a plastic bag gets a story mention.
Re-cut the winners into ads
The creator video that got 250K organic views is your best ad creative. Mom's Cooking's 16x return on ad spend came from an 8-week storytelling campaign where the best creator content was re-cut into direct-response Meta ads. The creators did the convincing; the ads did the scaling.
Negotiate usage rights up front. It's cheaper than asking after the post goes viral. See our UGC content service.
What to measure
- Delivery brands: tracked orders via pixel and promo code. New customers vs repeat.
- Restaurants: reservations from the campaign link, walk-ins mentioning the creator, saves (people planning to come).
- Retail food (supermarket, e-commerce): clicks to each retailer, sell-through in the window.
- Launches: reach and saves in week one, then trial data from retailers.
Views are reported, but views are not the goal. More on our F&B campaigns.
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Take the 2-minute quizFrequently asked questions
How much does F&B influencer marketing cost in Singapore?
Food creators in Singapore charge roughly S$100–S$400 (nano) to S$1,200–S$3,000 (mid-tier) per video, often with a meal included. A campaign that can drive measurable orders starts around S$3,000–S$5,000 a month including paid amplification.
How many food influencers should a restaurant work with?
Fewer than you'd think if they're well matched. Martina's Kitchen opened an outlet with 10 micro creators (657K views). Le Rainbow did 191K views with 3. A national launch is different - Pokka used 100+.
TikTok or Instagram for restaurants in Singapore?
TikTok for new-outlet and seasonal launches (reach); Instagram for premium, gifting and reservations (saves and shares). Most F&B campaigns we run use both, led by the goal.
Can influencer marketing work for food delivery?
Yes, and it's the most measurable F&B format. Mom's Cooking drove S$258K in tracked delivery sales at 16x return on ad spend, 100% attributed via the Meta pixel, by re-cutting creator content into direct-response ads.