If you’re marketing food and drink right now, then you’re probably feeling the shift. HFSS regulations are reshaping store shelves and limiting how products are advertised – and this naturally makes it harder to get the word out. That leaves many food and drink brands asking the same question:
‘Where should we invest our marketing budget now?’
Get the answer right here! From sampling campaigns to micro-influencers, we look at five ways food and drink marketing has changed for 2026 and beyond.
1. Go bigger on sampling campaigns
When you can’t advertise your product on TV, it’s smart to let people try it first-hand. In fact, free samples can almost double the sales of food and beverage items!
Pop-up sampling campaigns aren’t restricted by HFSS regulations like paid ads are, and because they often lead to special moments (have your camera ready!), they’re often the most cost-effective form of advertising today.
That’s why many food and drink brands have turned to modern sampling vehicles – investing more thanks to their visual impact, flexibility, and mobility.
2. Make it an experience, not a transaction
TV and paid ads interrupt someone’s day, but a live experience invites them in.
Pop-ups, tasting tours, and immersive roadshows build excitement, especially if you get the word out in advance. These bring your brand to life and build great memories that have a real and lasting impact.
You can also include 3D replicas of HFSS products as part of your display. If it’s not for sale, then it sits outside of the HFSS ad ban.
See how to supercharge your live campaign for ideas that always make an impact.
3. Prioritise user-generated content
A restriction on paid ads just makes user-generated content more powerful. And the better the experience, the more likely your fans are to share it online – and you never know who may be following them!
But for your content to go viral, you'll have to make sharing as easy as possible. You can encourage user-generated content with:
- An unmissable promotional vehicle
- Accessible hashtag campaigns
- Photo contests with rewards
- Surprise games and DJ moments
UGC-based campaigns can see over eight times more engagement than brand-created content – so give guests something to shout about and share for the best results!
4. Partner with micro-influencers
HFSS regulations limit paid influencer content and payment-in-kind, but not gifting.
How does this work? If someone with a small but powerful following reviews a box of freebies or talks about their experience, it doesn’t count as a paid promotion – it’s freedom of speech! There’s no creative control or contract, just their genuine opinion.
Food and drink brands often favour micro-influencers under HFSS rules, as they’re happy with the VIP treatment and excited to collaborate with major brands.
If you’re interested, see our guide to running an influencer doorstep campaign.
5. Showcase your brand, not the HFSS product
Food and drink marketing isn’t as straightforward as it used to be, but HFSS regulations only limit how you advertise your products – not the brand itself.
You’re still welcome to run major campaigns around:
- Your brand’s values
- Sustainable efforts
- Culture and community
- Experiences and partnerships
- Healthy alternatives
Be mindful, however, as the ASA threatens to restrict food and drink brands too heavily associated with ‘less healthy’ products. The safest route? Keep your storytelling broad and think about adding some healthier options to your range.
Promohire is here to help
Need help with a sampling campaign? Hit the button below to book your FREE discovery call. We'll take the time to discuss what works for your brand, how the HFSS ban may affect your plans, and suggest ways to push your campaign further.
We can also discuss alternative options, such as creating a healthy recipe for your sampling campaign!
Book your call so we can explore ideas and make your campaign one to remember.
