Influencers aren’t just shaping trends; they’re impacting entire industries. And the savvy brands are the ones homing in on this strategically. Case in point: Michigan Apple Committee.

In 2024, FoodMix Marketing collaborated with the Michigan Apple Committee to launch the Michigan, Naturally campaign, aimed at elevating their delicious apples grown as nature intended. Our campaign included social posts, influencer content, recipes and blogs that showcased the apples’ flavor, health benefits and versatility.

In 2025, with social buzz growing, FoodMix expanded the influencer segment of the campaign, partnering with more than 25 Midwest creators from all different backgrounds, including a nutritionist, recipe developers, moms, dads and even a couple well-known Michiganders (@the__michigander and That Michigan Guy, @ryanredoute).

All of this was to promote these passionately grown apples in what turned out to be a very fruitful way. Our hand-selected creators received customized snackle boxes loaded up with apple products and snacking tips. The surprised recipients were delighted, sharing their bounty (and reactions!) to their devoted followers. We chatted with Gretchen Mensing of Michigan Apples to get her insights into the power of going beyond traditional marketing—and doing it wisely.

Q:  Why do you think influencers have become such an important force in food and beverage marketing?

A:  According to IFPA’s The State of the Consumer 2025 report, 31% of consumers said they would change brands if a social media influencer suggested they do so. The number was higher for younger consumers: 44% and 40% for Gen Z and Millennial shoppers, respectively. Those are powerful numbers!

Q:  While influencer marketing is not new, this campaign stood out in its effectiveness. What inspired Michigan Apples to start sending out the snackle boxes?

A:  We had been wanting to do things with bento boxes or snackle boxes for a while. You can make some cool visuals with them, which work well in social. That, plus the fact that snacking is trending with consumers right now, all added up to a great fit. It was something we didn’t really see other brands doing either, so the influencers really appreciated the gift—as was evidenced by the great posts!

Q:  How does working with influencers differ from more traditional marketing or PR approaches? 

A:  Working with influencers is like using good ol’ word of mouth, but amplified. There is a level of credibility there that you can’t get with an ad. It’s an incredible tool to use when you are trying to raise brand recognition—tapping into another individual’s established audience is key! 

Q:  What role can influencers play in shaping consumer perception of not just apples, but the entire produce industry?

A:  I think this is where TikTok and Instagram Reels really shine, because there is a level of “realness” to posts about food and food products. In the produce department and in the apple section, consumers have so many choices to make. Just in apple varieties alone, it’s hard for consumers to discern the differences between them. Influencers that help share our messages, as well as videos and photos, and their experiences with Michigan Apples help to differentiate our brand from others.

Q:  How do you decide which influencers to partner with?

A:  The FoodMix team does a lot of this work, looking at data like followers, reach and interaction rate. Of course we consider our target audience. We want to work with influencers who are reaching the people we want to reach, including geographically. We also look at whether their social presence has the same feel or personality as ours.

Q:  What metrics or signals tell you it’s working?

A:   We have racked up so many new followers this past year! Our growth on social has been incredible. In addition to that, our engagement rate is amazing. I think that’s because the people we are reaching are genuinely interested in Michigan Apples and want to engage with us … meaning we are reaching the right audience through the influencers. It’s great to see consumers getting excited about apples!

Q:  Beyond immediate social buzz, what longer-term benefits are you seeing? 

A:  This type of marketing is important to create buzz, but long-term, the messaging and cadence need to be consistent. The engagement and brand loyalty we are trying to achieve is built over time—I think we are building a program that can achieve that! 

As evidenced by Michigan Apples, in this era of social dominance, influencers are no longer nice-to-haves; they’re a vital bridge between growers, brands and consumers. How can you best find the ones who speak to you (and for you)? Want to build your own influencer strategy? Give FoodMix Marketing Communications a shout.