From TikTok to Table: How CPG Brands Can Capture Viral Moments

By Caroline Zerilli, Product Marketing Manager at Chicory

When Gen Z starts steeping tea bags in Sprite, brands take notice. And Coca-Cola just proved it’s paying attention—recently announcing a new Spite Zero Sugar + Iced Tea flavor, directly inspired by a viral TikTok trend.

This isn’t just a fun flavor drop. It’s a sign of the times: the line between social media trends and grocery innovation has never been thinner. Consumers are setting the agenda—and the brands that move quickly and show up in the right contexts stand to win both hearts and carts.

At Chicory, we help brands act on these moments in real time—scaling the impact beyond the walled gardens of social media. Whether the spark comes from a TV show, a sporting event, or a TikTok food hack, our contextual commerce media solutions ensure your brand shows up when consumers are inspired to try a trend for themselves.

How Chicory Helps Brands Ride the Viral Wave

Here’s how Chicory helps brands capitalize on the momentum of cultural moments. 

#1 Target Trend-Driven Content in Real Time

Chicory identifies high-intent moments across 5,200+ recipe sites and aligns your brand with the trends consumers are actively searching for. We track how pop culture moments translate into every day behavioral shifts, for example:

  • When HBO’s The White Lotus returned with a Thai setting, we saw Thai recipe views surge +47% across our network—showing how TV content can influence what’s for dinner.

#2 Reach Shoppers in the Right Mindset

Trends like bold flavors and high-protein may begin on platforms like TikTok and Instagram, but they naturally extend to other forms of content as consumers move from seeking entertainment to planning. 

This is where Chicory thrives—embedding your brand within recipe content that aligns with trending moments, helping your drive awareness, trial, and purchase in an environment where consumers are primed for consideration and purchase. 

And it works: 80% of people say they’ve been inspired by a recipe to purchase a new product—highlighting the power of reaching consumers in the right mindset.

#3 Activate Quickly to Seize the Moment

When something is trending, you can’t afford a 6-week media lead time. With Chicory, your campaigns can launch seamlessly with just five creative assets.

Our account team moves fast because capturing a cultural moment means meeting the consumer when it matters most.

Trends Move Fast. Your Brand Should Too.

Whether it’s Sprite + tea, the high-protein craze, or the growing sober-curious movement, one thing is clear: experimental consumer behavior is shaping how CPG brands innovate and show up. 

Chicory helps your brand extend the impact of real-time trends—in context and at scale.

Ready to seize the next viral food trend? Book a meeting today.

Chicory