Whether you’re selling pepperoni or POS systems, the same principle holds: People trust people.
That’s why foodservice brands — from equipment manufacturers to ingredient suppliers — are turning to trusted social media voices to connect with buyers in a more human, high-impact way.
B2B marketers are getting creative, working with social media influencers to co-create new recipes, showcase equipment in action, promote honest reviews, run contests, and host events.
By collaborating with popular operators, chefs, foodies, and mixologists, foodservice suppliers are influencing real purchasing decisions and shifting from static sales pitches to dynamic, story-driven marketing.
Need proof? Check out the following examples of how B2B foodservice is leveraging influencer marketing to drive reach, relevance and results.
Rubix Foods Flavor NEXT Campaign
To cement its place with QSRs as a premium provider of bold, timely flavors that appeal to Gen Z audiences, Rubix Foods partnered with influencers Alexis Frost, Matt James, and Nate Llorin to launch The NEXT Flavor Network. Together, they dreamt up new sauces and crowdsourced insights directly from online audiences to validate new flavors. This co-creation approach with trusted foodie voices enabled Rubix to develop Gen Z-approved concepts at the speed of social and uncover missing industry data about what consumers wanted to see on menus.
Hoshizaki + Chris Leavitt
To highlight its specialty ice machines, Hoshizaki partnered with influencer and mixologist Chris Leavitt (aka @#notjustabartender) for ongoing social content and live activations. Leavitt’s social posts demonstrated how Hoshizaki’s ice types impact beverage presentation, dilution, and taste. The partnership also extended to trade shows, where he served as a brand ambassador and on-site mixologist, creating signature drinks using Hoshizaki equipment. The partnership exemplified how Hoshizaki leverages influencer credibility and content-rich storytelling to elevate product awareness, inspire operators and bartenders, and showcase how technical equipment plays a vital role in crafting exceptional guest experiences.
Toast + Keith Lee
When Toast wanted to reach small- and medium-sized businesses, it partnered with TikTok food reviewer Keith Lee, whose famously no-nonsense reviews have earned massive trust among consumers. The partnership was built on authenticity and Lee’s reputation for supporting independent restaurant operators with social content that drives foot traffic. Together, they launched a content campaign to celebrate extraordinary restaurants and the little details that make them special. Toast surprised three restaurants with $50,000 each — two winners chosen by Lee and the third based on submissions entered on social media.
Heinz Verified Campaign
KraftHeinz amplified its “Heinz Verified” campaign via partnerships with influencers like @theashsarai, @stephaniecamillee, and @maxeats.miami. Social posts not only highlighted the fan-favorite ketchup but also participating restaurants, amplifying the KraftHeiz message that it supports independent operators. The campaign showcased KraftHeinz as more than a commodity, providing verified restaurants with access to insights and consumer trends, product samples, promotions, branded merchandise, digital resources, and free marketing support to drive customer traffic.
Messermeister + Chef Ambassadors
Messermeister, a knife and culinary tool brand, built relationships with numerous chef-operators like @foodbrushninja, @chefbendiaz, @choibites, @kendrick_bbq, and @AprilBloomfield. Influencers highlighted Messermeister’s craftsmanship through recipes, testimonials, and beautifully shot Reels where they put the tools to work. The content acted as powerful recommendations from respected voices and offered discount codes to drive trial. Their chef ambassadors demonstrated Messermeister’s value through real use, not just words, showing that performance sells.
Unilever Food Solutions + Matty Matheson
The “Real Talk with Matty” campaign featured Chef Matty Matheson and guest chefs sharing recipe content and dialogue about why Hellmann’s is their go-to ingredient choice for dips, spreads, and sauces (and their reputations.) The content showcased Matheson’s authentic fandom for the product and how it has served as a consistent staple ingredient among his numerous culinary endeavors. The influencer marketing campaign demonstrated over and over why Hellmann’s is the preferred choice among popular chefs and operators.
Driving modern foodservice buyer consideration with influencer partnerships
The rise of B2B influencer partnerships reflects a broader shift in how foodservice decisions are made. Buyers are forming opinions and building consideration lists in real time, influenced by the operators, chefs, and creators they follow online — both celebrity voices and micro-influencers who feel like peers.
For suppliers, the opportunity isn’t just to gain visibility; it’s to earn relevance in the spaces where product research, word-of-mouth, consumer demand, and purchasing signals increasingly overlap. Influencer collaborations add a layer of relevance, excitement, and social proof that traditional foodservice marketing tactics alone can’t deliver.
AUTHOR BIO
Kate Finley is the visionary founder of Belle Communication, a nationally ranked PR agency and Inc. Best Workplace. With experience ranging from supporting owners/operators as a Marketing Director for Chick-fil-A to representing more than 100 brands, Kate has cultivated nearly two decades of restaurant leadership, insight and innovation.
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