Photo of Bob Evans Farms products, including Macaroni and Cheese and Mashed Potatoes

Bob Evans Influencer Marketing Program Increases Visibility & Consideration

Influencers Integrated Marketing Communications Social Media

Bob Evans Foods wanted to strengthen its connection with family mealtime through authentic creator partnerships. While influencer marketing had proven effective, the brand needed a scalable approach that could increase awareness, engagement and consideration while maintaining the trust and relatability consumers expect from family-focused content.

The Work

Bob Evans sought to build an always-on influencer program that would strengthen its connection to family mealtime and occasions through authentic creator partnerships. The goal was to increase awareness, engagement and traffic to BobEvansGrocery.com while creating a scalable creator network that could deliver consistent performance and long-term brand advocacy.

bob evans products

Approach

We developed the “Bob Squad,” a community of family-focused micro-influencers who authentically incorporated Bob Evans products into everyday mealtime moments. The program prioritized long-term creator relationships, paid amplification, content usage rights and collaborative social posts to maximize reach and extend the value of influencer-generated content. By focusing on highly engaged micro-influencers over larger celebrity-style partnerships, Bob Evans was able to drive stronger engagement, deeper audience trust and more efficient campaign performance.

Building an Always-On Creator Community

We curated a roster of family-focused micro-influencers who became long-term brand advocates, bringing Bob Evans into authentic mealtime moments throughout the year.

Influencers supported tentpole and seasonal campaigns with timely content that connected Bob Evans products to real family occasions and larger cultural moments.

bob evans social media influencers
bob evans social media

Extending Reach Through Collaborative Content

Instagram’s Collaboration feature allowed content to appear across both influencer and brand feeds, expanding visibility while maintaining authenticity.

Instagram Story content provided additional visibility and direct pathways to campaign landing pages, product purchasing pathways and sweepstakes entry points.

Amplifying Creator Content Across Channels

Social amplification support was layered onto influencer activations, helping scale trusted creator content beyond organic audiences.

Influencer content was syndicated across the Bob Evans Facebook, TikTok and YouTube channels to maximize reach and asset value.

phones

Turning Influence Into Action

Campaign windows directed consumers to product pages, campaign landing pages and store locator experiences on BobEvansGrocery.com.

bob evans webiste

Results

  • 9.4M
    expanded reach through trusted creator partnerships
  • 6.1M
    engagements of authentic family mealtime content
  • 14.6K
    link clicks to the Bob Evans Grocery website from social media content

Work Rooted in Success

See More Case Studies