Food industry PR in Poland: social media, influencers & content that sells

The food sector has been considered one of the fastest-growing industries in online marketing for several years now. And it’s no surprise – it’s a versatile and emotionally appealing category that gives marketers a broad canvas for creating highly creative and engaging campaigns. However, competition is fierce, and it’s genuinely difficult to stand out. So what are the best strategies for running effective promotional activities online for a food brand?

As a Polish PR agency with international experience, we work closely with brands in the food sector to help them launch, grow, and gain visibility in the local market.

Social media in the food industry

Food brands have massive potential for outstanding social media campaigns. Creativity, high-quality content, and a deep understanding of the audience are key to success. On Facebook, the brand Krakus does particularly well, with humorous posts that spark high engagement and often go viral.

Facebook - official fanpage of Krakus

IAnother example is Dobra Kaloria, which uses a variety of post formats and eye-catching visuals to impress followers. Social media is also a great platform for sharing recipes – a strategy successfully used by Polsoja on its Facebook page. Daily recipes using their products encourage followers to experiment in the kitchen.

These are perfect examples of how Polish social media strategy for global brands can drive local engagement.

Content marketing for food brands

Speaking of recipes – nothing drives interest in a brand quite like its own platform for sharing them. It’s also a great tool for SEO. Bonduelle, for example, launched a dedicated website (“Warzywne Inspiracje”) where it publishes recipes using its products. Bio Planet went a step further with a separate platform (“Gotuj w stylu Eko”) focused on healthy recipes, created by registered users who aim to climb the site's ranking. These numerous articles help the brand position itself as an expert in its field.

For international clients looking into content marketing in Poland, this kind of owned content hub can be a powerful long-term tool.

But content marketing isn’t just about blogs. In its “Anatomia Zdrowego Śniadania” campaign, Kupiec offered a free downloadable recipe e-book on its website. Another strong trend is video content. Frosta uses it effectively on YouTube, showcasing quick recipe videos and short product commercials.

Whether you're launching a new product or building brand awareness campaigns in Poland, content-led strategies are a key driver of visibility.

Collaborating with food influencers

Partnering with key figures in the food world is a great way to reach large, engaged audiences. Food blogs attract traffic in a unique way – people usually land on them searching for recipes, which makes the traffic both high and diverse. Before reaching out to bloggers, it’s worth conducting thorough research. Your choice should be aligned with your product type and target audience.

A good example of such a collaboration is Bakal, which features a recipe section on its website created by various food bloggers. A blogger can also become a brand ambassador and promote it across their channels. Primavika works with a wide range of ambassadors, including Karolina Gawrońska, Dorota Silarska, and Piotr Ślęzak.

This is part of a larger trend in influencer marketing in Poland, where brand loyalty and credibility are built through long-term partnerships.

Facebook - official fanpage of Primavika

Working with micro-influencers

A clear trend that has been growing since 2018 is the shift toward micro-influencers. These are niche creators with smaller followings who attract homogenous and highly engaged communities. Interestingly, they often drive more engagement than macro-influencers.

In the food industry, brands often choose short-term collaborations with micro-influencers instead of large-scale, high-budget campaigns. For example, Bio Planet features individual Instagram posts created by influencers with relatively small audiences (several thousand to tens of thousands of followers).

A similar approach can be seen with Marwit, where one requirement for collaboration is showing the influencer’s face in the photo. Familiar, trusted, and sincere recommendations can strongly influence the purchasing decisions of hundreds of followers.

Whether you're looking into influencer campaigns in Poland for British brands or Polish PR for food brands from the UK, this cost-effective strategy delivers strong ROI.

Online competitions for food brands

Few things drive online engagement like a contest. It’s worth allocating part of your ad budget to organizing one. The most common type is a simple social media giveaway, usually involving a comment on a post. With a larger budget, it’s a good idea to create a dedicated landing page and go beyond social media. This not only increases traffic to your brand’s owned channels but also helps generate new leads.

A good example is last year’s Almette lottery – users only needed to enter a code from the product packaging to enter. Another great case is a Primavika contest organized in cooperation with influencers like Marta Dymek (Jadłonomia) and Piotr Kucharski. The best recipe using the brand’s products earned its creator a free cooking workshop, among other prizes.

Contests are a proven part of food industry PR in Poland, especially when they include meaningful participation and valuable rewards.

When designing online promotional activities for a food brand, it’s essential to consider the nature of the medium. The main goal shouldn't just be to reach the widest audience possible (for that, television might work better), but rather to engage them. An engaging creative that prompts action will always perform better than a perfectly polished but boring campaign – especially in the food industry.

Looking for support with your campaign in Poland? As a PR agency in Warsaw for international businesses, we specialize in Polish influencer marketing for international brands, from campaign planning to execution and performance reporting.

Just drop us a line: hello@awesomePRgirls.com.