TikTok, a leading destination for short-form mobile video, is launching #FoodFestOnTikTok, a campaign dedicated to fostering local food and beverage (F&B) business growth, as well as providing creators a platform to showcase their creativity.
The campaign, which runs from 8 June to 9 July 2023, invites users to indulge in a flavorful journey by sharing their food experiences, recommendations, and reviews using the hashtag #FoodFestOnTikTok. This initiative consists of a hashtag challenge that users can participate in, complete “Foodie” tasks such as creating their own food videos, and accumulate points throughout the campaign. Users can unlock exclusive promotional codes or vouchers based on their point achievements, while the top 10 creators with the highest points have a chance to earn a special profile badge on their TikTok profile.
“The #FoodFestOnTikTok campaign is TikTok’s contribution to the local F&B community to help them reach a wider audience, grow their business and inspire others with their passion for food. TikTok envisions a vibrant food community that transcends the digital realm, so partnering with the Penang Tourism Board for this Penang International Food Festival is beneficial in amplifying the local F&B industry both online and offline.” said Darren Quek, Strategy Operations Manager, Malaysia, TikTok.
Live to Eat
As part of the campaign, Siti Shower and Nu’aim have come together to create the official campaign song, “Jom Makan” that highlights the uniqueness of Malaysian culinary fare, and can be used by creators to soundtrack their food videos.
Siti Shower shared: “We’re thrilled to contribute our musical talents to #FoodFestOnTikTok, and we can’t wait to hear how creators bring their food videos to life with our song.” Nu’aim added: “Being part of #FoodFestOnTikTok and creating the official campaign music has been a true honor. We aimed to capture the flavors of Malaysia’s local food and inspire our fellow creators to showcase their creativity.”
Echoing the goal of empowering local F&B businesses, TikTok Malaysia is proud to partner with the Penang Tourism Board for the second time in conjunction with Penang International Food Festival, which will leverage TikTok’s dynamic platform to enhance the festival’s visibility. Additionally, the platform is collaborating with local F&B businesses such as myBurgerLab, Soi 55 Thai Kitchen, Sugar and I, and more for the campaign, where partnering restaurants will offer exclusive promotions to users who post food videos, with the requirement to tag the restaurants’ locations.
TikTok Malaysia will also have a trending restaurant leaderboard on the platform for all the F&B nationwide, where the most tagged locations will be showcased on the leaderboard, encouraging creators to review and check in at various restaurants.