The Launch and New Research
New research shows foodie creators now drive product discovery, brand advocacy and online buzz more than traditional chefs or food critics.
Food and drink discovery is no longer led by celebrity chefs – it’s being shaped by digital creators. Content creators are now the most trusted and influential voices in the space.
Key Findings
- 92.9% of food creators say presentation and share-ability are what make a food experience stand out – signalling a shift toward visually compelling, social-first storytelling.
- 85.7% say they’re more likely to recommend a product if it’s a limited edition or seasonal release, highlighting a huge opportunity for brands to harness creators for high-impact launches.
- 57.1% would only recommend a product if the campaign includes exciting creative briefs, not static posts – a strong case for more collaborative, idea-led content partnership.
- 78.6% say they’re most likely to post about a product when given creative freedom to share real reactions, rather than scripted messaging.
In direct response to this evolution, we launched The Taste Collective. A new community of handpicked foodie content creators, tastemakers, and cultural collaborators. Built to deliver insight-driven, creator-powered campaigns for brands in the food and drink space.
James Erskine, CEO of Rocket, said:
“The data is loud and clear: creators want to work with brands that give them space to create something fresh, and audiences respond to that authenticity. The Taste Collective is our way of helping brands do just that – with strategy, creativity and impact baked in.”
How Will This Impact Brands?
The Taste Collective provides:
- A curated network of creators aligned to food, drink and dining culture
- Bespoke campaign collaboration across content, insight and experiences
- Access to real-time feedback, trend insights and performance analytics
- Support with event planning and activation – from unboxings to table-side shows.
The initiative is already working on campaigns for recipe books, FMCG products and restaurant launches — helping brands design experiences creators want to talk about.
Our new research shows:
- 85.7% of foodie creators are more likely to share if they feel part of an exclusive club (e.g. early access, previews)
- 92.9% said they’re excited to talk about brands that offer hands-on experiences, like cooking classes or cocktail making
- 85.7% are influenced by surprise-and-delight moments, from personalised menus to immersive dining theatrics.
Chelsea Baldwin, Senior Campaign Manager at Rocket, added:
“We’re not managing talent – we’re activating culture. The Taste Collective is about smart matchmaking between brand ambition and creator energy. Whether you’re launching a new dish, a seasonal drink, or an entire venue, we help you get it talked about by the right people, in the right way.”
Trusted by Industry Leaders
Our previous work spans campaigns with Vivid Imaginations, Moonbug Entertainment, Guinness World Records & Penguin Random House, blending real-world experiences with scroll-stopping content.
The Taste Collective builds on this foundation to help brands stand out in a saturated, fast-moving food landscape.
Early talent partners include Hope Davies, former MasterChef contestant and TikTok food creator @ToastWithHope.
“Everything about The Taste Collective makes sense. For creators, like myself, who aren’t currently looking to undergo management but are still keen to connect and network with the industry, this is invaluable. I see a lot of food content centred around feedback beneficial for the customer… but very little that will benefit the brand or restaurant. I’m excited to see Rocket making such brilliant things in this space.”
If you work for a food or drink brand and would like to talk to us, drop us an email! info@wearerocket.co.uk.
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