Social media has become the ultimate testing ground for F&B brands, a place where bold ideas and beautiful food can capture hearts and imaginations. But what does it take to go viral in 2025?
Beyond pretty pictures or catchy captions—we think it’s about understanding your audience, telling a story, and knowing how to make your moment last.
For insider tips on this topic, we speak to Jess Jones and Ruby Wand who share a few secrets they’ve learned managing F&B marketing for TGP International’s consumer brand portfolio.
What Does Going Viral Mean in 2025?
In 2025, "going viral" means more than just racking up views—it’s about driving meaningful engagement and sparking conversations. Metrics like shares, engagement rates, and sentiment analysis now define viral success, with standout content reaching millions in mere hours.
For F&B brands, achieving viral status can be rare but highly impactful.
"Brands can no longer rely on luck. Viral success now hinges on understanding audience behaviour and creating content that speaks directly to their interests."
Jess Jones - Marketing & Social Media Executive
"It’s all about making people feel something—whether it’s excitement, curiosity, or even hunger. That emotional hook is what drives people to share."
Ruby Wand - Marketing Assistant
Brands that break through the noise often combine influencer collaborations, immersive culinary experiences, and bold, original ideas to resonate with audiences on a large scale.
However, standing out has become more challenging. Saturated platforms, evolving algorithms, and the rise of paid promotions mean brands must balance strategy and creativity.
How do you break away from repetitive trends and create something truly original?
Jess: Virality isn't about jumping on every trend—it’s about understanding why certain trends resonate. Food challenges and ASMR captivate audiences because they spark joy, curiosity, and a sense of connection. These trends tap into universal emotions, making them widely shareable and engaging.
To truly stand out, brands must go beyond surface-level participation.
It’s about uncovering the emotional triggers behind these trends and weaving them into content that feels authentic and aligned with the brand’s identity. This emotional connection transforms fleeting trends into lasting brand moments.
The key to virality isn’t about inventing something completely new—it’s about reimagining popular concepts with a creative twist that mirrors your brand’s personality. This thoughtful approach makes content not only memorable but also meaningful, encouraging audiences to engage, share, and come back for more.
What role do design and aesthetics play in going viral?
Ruby - In restaurant marketing, a striking cover image may catch the eye, but the real showstopper is the food itself. It’s about presenting dishes so visually irresistible that they ignite instant desire, leaving viewers thinking, "I need this now."
Every detail—from the texture of a perfectly seared steak to the vibrant colours of a fresh salad—should evoke a sensory reaction that lingers.
Equally important is the restaurant’s interior ambiance. The space should feel like an extension of the menu, setting the mood and inviting guests to not only dine but to stay, savour, and share the experience. Thoughtful design choices—from lighting to decor—create a welcoming atmosphere that naturally encourages social sharing and word-of-mouth buzz.
When the visual storytelling of both cuisine and ambiance work in harmony, it doesn’t just showcase a meal—it offers a glimpse into an unforgettable experience. This seamless blend is the secret ingredient to creating marketing content with viral appeal, turning casual viewers into loyal guests.
Do audiences prefer the “unexpected” or predictability?
Jess: The allure of the unexpected is timeless. While people are naturally drawn to novelty, it resonates most when it feels genuine and true to a brand's identity. Thoughtful surprises that align with your core values create a powerful sense of discovery and delight, sparking deeper engagement and lasting connections.
However, predictability shouldn’t be underestimated. A dependable posting schedule and a consistent brand voice foster trust and reliability—qualities that form the foundation of strong customer relationships. The real strategy lies in striking the perfect balance: maintaining a steady, trustworthy presence while weaving in moments of surprise and intrigue that captivate your audience and leave them eager for more.
This thoughtful blend of consistency and creativity not only sustains engagement but also elevates your brand, transforming casual followers into loyal advocates.
In a fast-paced digital world, it’s this dynamic approach that keeps your audience both comforted by familiarity and excited by the unknown.
How do you turn a one-time viral moment into long-term success?
Ruby - Transforming a viral moment into lasting success requires more than just riding the wave—it’s about building on that excitement with consistency and purpose. Engage actively with comments and followers; they are the driving force behind your reach. Follow up with relevant campaigns to maintain momentum and deepen audience connection.
Equally important is analysing what made your content resonate. Use those insights to make data-driven decisions and refine your strategy. The ultimate goal is to turn fleeting virality into long-term brand loyalty by nurturing a connection that remains strong and relevant.
What Was the Secret Behind Your Most Memorable and Successful Campaign?
Ruby - The most memorable campaign I’ve led was Pivot’s Sharing Roast. We started uncertain about TikTok’s potential for the brand, but the campaign’s viral success—driving real reservations—proved the impact of embracing new platforms. The virality of the Sharing Roast resulted in the highest-ever revenue generation on a Sunday at 3 Henrietta Street.
It underscored how a strong social media strategy goes beyond brand awareness, delivering tangible results. This experience reaffirmed that with the right message and authentic connection, brands can thrive in unexpected spaces, leaving lasting impressions both online and offline.