Campbell’s. Heinz. Kellogg’s.
They’ve been pantry staples for decades. But until recently, no one would have called them trendy.
But thanks to today’s foodie creators, these familiar names are making surprising comebacks on TikTok, YouTube Shorts, and Reels. A can of soup becomes a content series. A childhood breakfast turns into a nostalgic taste test. These old-school favorites are making more than a comeback, they’ve suddenly become relevant in a whole new way.
With the help of today’s creators, they feel less like store shelf staples and more like part of everyday life.
Through ASMR cooking, nostalgic recipes, and viral snack hacks, influencers are transforming familiar names into shareable moments.
Let’s explore how traditional food brands are partnering with modern foodies to stay relevant and why that strategy is working so well.
Why Nostalgia Works on Social Media
Nostalgia sells. And food is one of the fastest ways to trigger it.
A single post can bring back the taste of school lunches, weekend breakfasts, or the soup your parents made when you were sick.That kind of memory lingers. And when creators bring it to life in short-form video, it doesn’t just entertain, it connects.
People don’t just engage with nostalgic food because it looks good. They engage because it feels good. It reminds them of who they were, or who they still are.
That’s what today’s foodie influencers are tapping into. They do so much more than just showing how to use a product. From the audience’s view, they´re actually helping viewers connect with food in a way that feels personal. A toaster pastry becomes a centerpiece dessert. A can of soup becomes a cozy ritual worth filming.
Take Justine Doiron, known online as @Justine_Snacks. She reimagined classic school snacks like Pop-Tarts into homemade, elevated recipes. Her creative takes resonated with audiences, showing how nostalgic foods can be reinvented and appreciated in a new way, even without brand involvement.
Meet the New Foodie Creators Who Drive Cravings
Today’s most influential food voices are filming in their own kitchens, using everyday ingredients, and posting videos that make you want to stop what you're doing and cook.
You’ll find them on TikTok, Instagram, and YouTube, turning simple meals into something more. It’s not just about recipes. It’s about comfort, personality, and the emotional spark that comes from watching a dish that feels like a memory.
When these creators feature classic brands, the content often feels personal. A bowl of soup becomes a cozy ritual. A packet of oatmeal becomes a nostalgic breakfast moment.
The best campaigns don’t look like ads. They feel like a friend inviting you to pull up a chair.
Here are a few foodie creators that brands are working with and why they stand out:
- @The_PastaQueen (4M followers)
Italian comfort food meets high-drama editing. Think bold sauces, rich lighting, and a voiceover that feels like a love letter to carbs.
- @mymessykitchen (36.4K followers)
Nostalgic, approachable bakes with playful twists. Comfort food desserts made fun, easy, and irresistibly craveable.
- @EmilyMariko (14.4M followers)
Minimalism with emotional pull. Her salmon rice bowl went viral for a reason. It’s simple, intimate, and mesmerizing.
- @SaltToTaste (4.3M followers)
Slow pacing, smooth narration, and the kind of brown butter content that draws you in and keeps you watching.
- @chefboybonez (7.8M followers)
Big flavor meets big personality. His comedic pantry content often features Heinz products, and his audience eats it up.
These foodie creators are building trust through food, one story at a time.
Legacy Brands Are Staying Relevant by Teaming Up with Modern Creators
Rather than rerunning old ads or leaning solely on nostalgia, classic brands are inviting today’s influencers to reimagine classic products for a new generation. The result is short-form content that’s entertaining, emotionally resonant, and easy to share.
Take Campbell’s #ASoupADay. The brand encouraged creators to experiment with new soup recipes, many of them inspired by vintage cookbooks or childhood meals. It was a smart way to drive product use without scripting every post.
Heinz got in on the trend too, turning the charcuterie craze into something a little messier with its TikTok “Ketchup Board.” The idea was playful. The execution leaned fully Gen Z—fries, sliders, and creative ketchup swirls on a wooden board.
Then there’s Quaker’s #BreakfastRewind, which asked creators to show what they ate growing up versus what’s on their breakfast table now. The campaign blended humor, nostalgia, and practical recipes. Plus it brought oatmeal back into the spotlight for a younger crowd.
None of these ideas felt forced. They worked because they gave creators freedom to be themselves while tying the content back to something everyone recognizes: the foods we grew up on.
Picking the Right Platform for Flavor and Feel
Not all food content belongs in the same container.
The best-performing campaigns take time to match the message to the medium. What works on TikTok might fall flat on Reels. A moody YouTube Short won’t always translate to Instagram. The key is knowing where each type of food storytelling thrives.
TikTok is where quick hits win. Fast cuts, bold text, and unexpected ingredients grab attention quickly. Think recipe hacks, transformations, and before-and-after shots. It’s a place to surprise and delight.
Instagram Reels lends itself to visual polish. Multi-slide carousels with close-ups of each step. Behind-the-scenes kitchen prep. Aesthetic plating. It’s more about process than punchline.
YouTube Shorts offers space for storytelling. There’s room to build a vibe, explain the history of a dish, or contrast “then vs. now” moments. Food brands looking to anchor nostalgia often find success on YouTube.
One creator might use all three, but the smart ones tailor their content. And the smartest brands make sure their campaigns do the same.
What Actually Works: Campaign Tactics That Move the Needle
The best posts mix creativity and storytelling in a way that makes them memorable and worth sharing.
Here’s what I’ve seen work:
- Start with a feeling. Instead of pushing a product, start with a story. “Grandma’s soup, with a twist” lands better than “Buy now.”
- Invite participation. Branded hashtag challenges still have power when they’re open-ended and fun to remix. Let the creator take the lead.
- Show the process, not just the plate. Viewers want to see how it came together. Even the mess can be part of the magic.
- Embed the product naturally. Whether it’s a cereal box on the counter or a sauce in a pantry haul, subtle placement feels real.
- Offer something extra. Promo codes, product bundles, or downloadable recipe cards can turn a viewer into a customer.
Conclusion: From Comfort Food to Cultural Currency
Food has always been emotional. Now it’s viral too.
By leaning into nostalgia and teaming up with creators who understand how to tell a great story, classic brands are finding new ways to matter. They’re not just showing up in kitchens. They’re showing up in culture.
For marketers, the takeaway is simple: You don’t have to reinvent the pantry. You just need the right partner to reintroduce it with heart, humor, and a little creative seasoning.