Food and beverage brands using UGC are changing the way people connect with food, restaurants, and beverage labels online. With more than 4.6 billion social media users worldwide, the power of authentic customer stories has grown beyond traditional advertising. Instead of relying only on paid campaigns,food and beverage brandsare now collaborating with content creators, everyday customers, and influencers to build trust, spark conversations, and boost engagement. In India, where food culture is deeply emotional, UGC strategies are especially powerful. From chai brands to organic juices to cloud kitchens, brands are discovering how UGC can transform their visibility, drive sales, and create loyal communities online.

1. Food & Beverage Brands That UGC Creators Boost Online

1.1 Amul – India’s Most Loved Dairy Brand

Amul has consistently tapped into user creativity. From viral memes to reels showing recipes with Amul butter and cheese, creators fuel Amul’s online dominance. Its witty campaigns often blend customer stories, making it one of the most UGC-driven F&B brands in India.

1.2 Swiggy – UGC-Powered Food Delivery

Swiggy thrives on authentic customer reviews in food marketing. From customer screenshots to Instagram reels showing “Swiggy Instamart in 10 minutes,” UGC amplifies its appeal. Content creators promoting restaurants online through Swiggy collaborations also boost partner visibility.

1.3 Zomato – Building Trust Through Reviews

Zomato’s success lies in authentic reviews and food photography by users. With millions posting photos of their meals, Zomato uses UGC to rank restaurants, influence choices, and drive app engagement. It remains a top player in UGC-driven brand engagement in the F&B sector.

1.4 Chaayos – The Café for Chai Lovers

Chaayos has encouraged beverage brands to leverage UGC marketing by asking customers to share “Chai Moments.” Its Instagram feed often features food photography and video content by users, boosting emotional connection with young urban Indians.

1.5 Paper Boat – Nostalgia Through UGC

Paper Boat often launches social media campaigns for food & beverage that invite users to share nostalgic stories linked to Indian drinks. These UGC campaigns strengthen Paper Boat’s position as a brand tied to emotions and cultural identity.

1.6 Bira 91 – Urban Beer Culture Online

Bira 91 has built visibility by collaborating with top influencers in India and everyday users sharing their beer moments. By blending UGC videos with AI influencer marketing, Bira positions itself as a trendy, youth-driven brand.

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1.7 Haldiram’s – Blending Tradition and Digital UGC

Haldiram’s encourages recipe-based UGC strategies for restaurants and cafes by showcasing customers experimenting with their snacks. Food bloggers andcontent creatorspromoting restaurants online often spotlight Haldiram’s, strengthening its visibility among younger consumers.

1.8 Starbucks – Global Coffee Community

Starbucks has created a global wave of user-generated coffee moments. Customers share images of customized cups, seasonal drinks, and cozy café corners, creating authentic brand buzz. Food photography and video content by users make Starbucks’ marketing deeply personal.

1.9 Coca-Cola – Share a Coke Campaign

Coca-Cola’s “Share a Coke” was one of the biggest UGC-driven campaigns in beverage history. By printing names on bottles, Coca-Cola invited users worldwide to share pictures, making it a perfect example of beverage brands leveraging UGC marketing.

1.10 McDonald’s India – Relatable Meal Stories

McDonald’s India regularly runs social media campaigns for food & beverage that feature customer stories. From happy-meal photos to family dining reels, McDonald’s uses UGC to showcase community and joy, increasing its relatability with Indian families.

2. The Rise of Food and Beverage Brands Using UGC

User-generated content for food brands is no longer a trend—it is a strategy reshaping the food and beverage industry. Brands have realized that real voices resonate more than polished commercials. According to Nielsen’s Global Trust in Advertising Report, 92% of consumers trust recommendations from people over traditional brand messaging. This is why beverage brands leveraging UGC marketing are experiencing record growth. Restaurants, cafes, and packaged food companies in India are tapping into consumer-created photos, videos, and reviews to build credibility. From Swiggy showcasing customer experiences to Amul re-sharing viral reels, UGC has become a cornerstone of digital brand building.
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3. Why Food and Beverage Brands Rely on Authentic UGC

3.1 Authentic Customer Reviews in Food Marketing

Authentic customer reviews in food marketing are highly effective in influencing purchase decisions. In India, where families often rely on word-of-mouth, genuine online reviews act as digital trust signals. A Zomato survey found that 70% of Indians read at least five reviews before choosing a restaurant. When brands highlight customer experiences instead of scripted promotions, audiences feel connected. UGC-driven brand engagement in the F&B sector works because it mirrors the everyday choices of real people, making products more relatable.

3.2 Food Photography and Video Content by Users

Food photography and video content by users add visual credibility that stock photos can never match. Customers sharing images of their biryani plates or smoothies not only showcase the product but also influence others to try it. Data shows that posts with food images generate 45% more engagement on Instagram compared to text-only updates. For brands, encouraging customers to post food visuals creates organic reach and strengthens brand recognition.

4. How Social Media Campaigns Drive UGC for Food & Beverage

4.1 Power of Social Media Campaigns

Social media campaigns for food & beverage brands have become key drivers of UGC. Brands launch hashtag challenges, review contests, and recipe-sharing trends to push engagement. For example, Pepsi’s “Pepsi Swag” campaign in India encouraged users to create quirky reels while sipping their drinks, generating thousands of UGC entries. These interactive campaigns do more than promote—they invite customers to co-create content, leading to long-term brand recall.

4.2 Content Creators Promoting Restaurants Online

Content creators promoting restaurants online are reshaping how dining is marketed. A single reel by a famous Instagram influencer reviewing a café can bring in hundreds of new visitors. According toStatista, India had over 448 million social media users in 2024, with food and lifestyle content ranking among the most watched. Restaurants are now allocating significant budgets to influencer marketing India strategies, prioritizing real voices over billboards.

5. UGC Strategies for Restaurants and Cafes

Restaurants and cafes are among the biggest beneficiaries of UGC marketing. UGC strategies for restaurants and cafes include offering free desserts in exchange for reviews, encouraging customers to tag locations in Instagram stories, or inviting micro-influencers to create UGC videos of their dining experiences. A popular Delhi café reported a 40% increase in walk-ins after collaborating with five local food bloggers. When UGC becomes part of the restaurant’s DNA, it drives footfalls and builds loyalty faster than traditional ads.

6. Beverage Brands Leveraging UGC Marketing

Beverage brands leveraging UGC marketing are riding on the trend of lifestyle-driven storytelling. India’s tea, coffee, and energy drink companies are investing in UGC campaigns that highlight how people integrate beverages into daily life. Chai Point encourages office-goers to share “chai break” pictures, while Red Bull India promotes user-generated adventure reels. Such campaigns connect beverages with lifestyle moments, positioning them as cultural essentials rather than just consumables.

7. Boosting F&B Brand Visibility with UGC

Boosting F&B brand visibility with UGC involves strategic curation of customer stories. Brands amplify these stories across multiple platforms, from Instagram to YouTube to Hobo.Video’s influencer marketing platform. Studies show that UGC increases brand engagement by 28% when shared across official channels. In India, where visual storytelling is crucial, sharing UGC-driven food reels or testimonial clips can make brands appear authentic and approachable.

8. Food Industry Influencer and Creator Marketing

Food industry influencer and creator marketing has become a primary growth channel. The influencer economy in India is expected to cross ₹2,800 crore by 2025, with food and beverage making up a major chunk. Top influencers in India like Kusha Kapila and Abhi & Niyu often collaborate with food startups, amplifying UGC. For smaller brands, working with micro-creators and leveraging AI UGC tools helps stretch budgets while still building influence. This blend of human creativity and AI influencer marketing ensures broader visibility.

9. How to Integrate UGC Into Brand Campaigns

9.1 What is the Right Strategy?

What is the most effective UGC strategy? It depends on brand goals. Restaurants should prioritize visual content like reels and reviews, while packaged goods brands benefit from recipe-sharing campaigns. For example, a Mumbai snack brand invited users to share “how to” videos using their chips in home recipes. The campaign generated over 2,000 UGC videos within two weeks, proving the value of strategic integration.

9.2 Where to Start?

Where should a food and beverage brand begin? Start by identifying loyal customers and encouraging them to share stories. Many successful campaigns begin small, with just a few famous Instagram influencers or even everyday users creating buzz. Once momentum builds, brands can expand to platforms like Hobo.Video—the best influencer platform in India for scalable UGC.

10. Data Insights: Why UGC Matters in Food & Beverage

1. According to Deloitte, 61% of consumers say UGC makes them more likely to trust a brand.
2. A Sprout Social report found that 79% of people purchase after seeing UGC online.
3. In India, 52% of urban millennials say Instagram posts influence their dining choices.

These numbers confirm that food and beverage brands using UGC are not just following trends but making data-driven choices that lead to measurable growth.

11. Actionable Tips for Food & Beverage Brands

• Encourage food photography and video content by users. Create contests where customers post their favorite dishes or drinks. Reward winners with discounts or features on brand pages.
• Leverage influencer marketing India campaigns. Work with both micro and famous Instagram influencers to showcase authentic experiences.
• Use AI UGC tools. Platforms like Hobo.Video provides AI-powered content curation, helping brands scale campaigns without losing authenticity.
• Re-share authentic customer reviews in food marketing. Give recognition to loyal customers while increasing trust signals for new buyers.
• Launch hashtag-driven social media campaigns for food & beverage. Keep challenges simple and culturally relatable to drive participation.

Summary: Key Learnings for Brands

1. Food and beverage brands using UGC build stronger trust and deeper engagement.
2. Authentic customer reviews in food marketing boost purchase decisions.
3. Food photography and video content by users outperform polished ads.
4. Social media campaigns for food & beverage create viral moments.
5. Content creators promoting restaurants online increase visibility.
6. Beverage brands leveraging UGC marketing link products with culture.
7. UGC strategies for restaurants and cafes drive footfall and loyalty.
8. Boosting F&B brand visibility with UGC strengthens emotional connections.
9. Food industry influencer and creator marketing powers exponential growth.
10. AI influencer marketing and platforms likeHobo.Videoprovides scalability.

About Hobo.Video

Hobo.Video is India’s leading AI-powered influencer marketing and UGC company. With over 2.25 million creators, it offers end-to-end campaign management designed for brand growth. The platform combines AI and human strategy for maximum ROI.

Services include:

• Influencer marketing
• UGC content creation
• Celebrity endorsements
• Product feedback and testing
• Marketplace and seller reputation management
• Regional and niche influencer campaigns

Trusted by top brands like Himalaya, Wipro, Symphony, Baidyanath, and the Good Glamm Group.

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