How 2024 transformed food & drink marketing… and what’s next!

We’re well into 2025, and like many food & drink brands, we’ve taken time to reflect on what worked, what didn’t, and the biggest lessons we learned last year.

2024… what a year. If we had to sum it up? Big shifts, bold moves, and serious lessons learned.

For food & drink brands, the marketing landscape changed fast. Consumer behaviours evolved, paid ads became more unpredictable, and the brands that thrived were the ones that focused on what really worked, building community, owning their audience, and doubling down on the channels that drive real revenue.

At KW Marketing, we rode the rollercoaster alongside our clients, testing strategies, launching campaigns, and seeing first-hand what moved the needle. And now, with 2025 already in full swing, we’re here to share what really worked, what didn’t, and how food & drink brands can scale smarter this year.

Let’s get into it.

1. Going all-in on food & drink paid off: Niche down & win!

One of the biggest lessons from 2024? Specialising works.

We made a bold move by niching KW Marketing down to food & drink brands exclusively and it was the best decision yet. We saw:

• Stronger client results – record-breaking revenue, sold-out launches, and major brand growth.
• Deeper industry connections – working with powerhouse brands like Buy Women Built, Poppy Cooks, and Popcorn Kitchen.
• More focused strategies that actually work. When you live and breathe an industry, you get better at knowing what works – and what’s just hype.

This is why we launched the Food Marketing Club, because we saw firsthand how much food & drink brands needed expert digital marketing support without the agency price tag. And the response? Huge. Brands don’t need more generic marketing advice – they need industry-specific strategies that drive real sales.

What this means for your brand in 2025:

• Own your niche. You don’t have to be for everyone – you just need to be unmissable to the right audience. Get laser-focused on your customers. The more tailored your
• messaging, the better your conversions.
• Find your edge. What makes your brand different? Lean into it – hard.

2. Community-first brands had their best year yet

If there’s one takeaway from 2024, it’s this: Brands that built a strong, engaged community won.

People don’t just buy food & drink products – they buy into stories, values, and experiences. The brands that created real connections with their audience (through storytelling, behind-the-scenes content, and conversations beyond just “selling”) saw:

• Higher repeat purchase rates
• Better email & SMS engagement
• More organic brand advocacy (aka, people shouting about them for free!)

A perfect example? Buy Women Built’s Whole Foods launch. It wasn’t just about selling products – it was about creating a movement that people wanted to be part of. And that’s the difference between selling something once and building a brand that people stick with.

What this means for your brand in 2025:

• Be human. People connect with people, not faceless brands. Show up, tell your story, and make it personal.
• Encourage user-generated content. Your customers are your best marketers – let them tell your story.
• Prioritise engagement over reach. It’s not about the number of followers – it’s about how many actually care.

3. Relying on social media alone? Risky move. Own your audience instead.

Another big wake-up call in 2024? Social media isn’t a strategy – it’s a tool.

We saw brands panic over declining reach, rising ad costs, and platform changes. But the brands that stayed steady? The ones who OWN their audience – through email, SMS, and direct customer relationships.

That’s why we released our first-ever Digital Marketing Trends Report – because if 2024 taught us anything, it’s that brands need to take control of their marketing, not rely on rented land.

What this means for your brand in 2025:

• Build your email list. If you’re only talking to your audience on social, you’re one algorithm change away from losing them.
• Retention > Acquisition. Selling to your existing customers is cheaper and more profitable than constantly finding new ones.
• Diversify your traffic. Don’t put all your eggs in one basket – mix paid ads, SEO, email, and partnerships.

Not sure where to start? Our 2025 Digital Marketing Trends Report has everything you need to know. Download it here.

4. The best brands keep testing, learning, & adapting

The brands that thrived in 2024 weren’t the ones with the biggest budgets – they were the ones that kept testing, evolving, and improving.

When we built and launched Poppy Cooks’ website, every element was designed with user behaviour, conversions, and experience in mind. The result? Higher traffic, better engagement, and a site that works for the brand.

Hosting our first-ever live event, #FUELLive, in April was another BIG moment. We knew the food & drink space needed real, in-person conversations – and the event proved it. The energy? Next level! AND, we’re back again this April for #FUELLIVE 2.0.

What this means for your brand in 2025:

• Marketing isn’t “one and done.” If you’re doing the same thing as last year, it’s time to shake things up.
• Check your data. What’s working? What’s not? Make decisions based on real numbers, not just gut feeling.
• Be where your customers are. If they’re on TikTok, show up there. If they prefer email, nurture that channel.
• So, What’s Next for Food & Drink Brands in 2025?
• Personalisation at scale – Consumers expect tailored experiences – generic marketing won’t cut it.
• Retention & loyalty over constant new customer chasing – Make it easy for customers to keep coming back.
• Smarter social media – Less posting for the sake of it, more strategic, engaging content.
• Sustainability & transparency – Customers want to see what you stand for. Show them.

Want the full breakdown of 2025’s biggest trends? Download our Digital Marketing Trends Report here.

A thank YOU from Kate!

2024 was equal parts chaos and magic – and if there’s one thing I’ve learned, it’s this: the best brands don’t just react to change – they lead it.

Personally? I finally took my first real two-week holiday (shocking, I know), got married, and realised that working ON my business instead of just IN it has changed everything.

The biggest joy? Watching our clients win. Because at the end of the day, that’s what it’s all about.

2025? We’re ready.

Let’s go bigger, bolder, and make marketing work smarter.

Kate Xx