What the TikTok Tomato Taught Us: Viral Produce Moments and How to Ride the Trend

In the ever-evolving world of social media, produce has unexpectedly become a star. Whether it’s a perfectly sliced avocado, a hack for choosing the freshest produce, or a simple baked tomato and feta recipe, there’s a plethora of viral fruit and veggies content that has taken center stage on social platforms.

But how does a humble piece of produce go viral? And more importantly, what can marketing teams learn from these unexpected internet sensations? Let’s break it down.

First, what is this video we are talking about?

At the beginning of 2021, a video went viral on Tik Tok showing an influencer creating a simple yet visually appealing recipe that included minimal ingredients and effort to produce a delicious dish for even the most novice of cooks. CUE the Baked Feta and Tomato Pasta. This video showcases the ease at which anyone can make a delicious pasta dish with just a few ingredients, including cherry tomatoes on the VINE! This resulted in around a 20% increase in cherry tomato sales, proving the power of produce in social media. 

Why do we care?

This video sparked the beginning of more simplistic content, which can be beneficial to our industry. Rather than focusing on intricate recipes or complicated food shots, we’ve learned that sometimes less is more! 

Now what?

Although going viral is not guaranteed, there are some foolproof ways that your brand can create valuable content to be seen by many on social media.

1. Create “Snackable” Content

*MOST* fresh produce is naturally beautiful, especially when at peak ripeness with vibrant colors and unique textures… Leverage that! Make the fruit or vegetable’s appearance the star of the show.

2. Partner with the Right Influencers 

Finding the right partner to help create content is key. Having someone who can introduce your product in an authentic, engaging way. Trust them to present it naturally—not like an ad. Also, be sure that their aesthetic matches your brands for a cohesive message.

3. Jump on Food Moments

From seasonal shifts, like apples and pumpkins in the fall or citrus in the summer, to food holidays such as #NationalCeleryMonth in March or #NationalEatYourVegetablesDay on June 17th, it’s important for your team to keep a pulse on what is trending! This can help your content’s popularity online because it lines up with what consumers might already be searching for.

4. Encourage User-Generated Content

Launch a simple challenge, such as “Show us your crunchiest cucumber” or “Tomato toast your way.” Consumers not only love participating, but this is a fun and easy way to also acquire various types of content for free, with the hopes that some just might hit the viral button! 

5. Highlight the Hacks Culture

Everyone loves a hack that will make their life a little easier, and what better place to do this than in the kitchen?! Everyone’s gotta eat right? Consider focusing part of the content planning on simple hacks that can save time, ingredients, meal prep, etc.

Viral does not mean intricate or complicated. Not even flashy. Back to the tomato and feta recipe – simple, delicious, and something that took social media by storm! In a world where attention spans are short and trends shift fast, produce has an unexpected advantage: it’s real, it’s refreshing, and it’s relatable. So, take full advantage of what is being grown to help to grow your business!