Case Study: Primal Kitchen boosts TikTok engagement and brand recall with TikTok for Business and Captiv8

How Primal Kitchen Inspiring food-lovers across TikTok with mouth-watering recipes

Primal Kitchen partnered with TikTok for Business to inspire food-lovers with summer grilling and recipe ideas, aiming to promote its better-for-you marinades and condiments without compromising on flavor. The challenge was to reach health-conscious audiences on TikTok with content that felt native to the platform and could drive engagement around summer food inspiration.

Using TikTok Creator Marketplace API through Captiv8, TikTok for Business helped Primal Kitchen work with foodie creators to produce ASMR-driven recipe videos tailored to trends like plant-based hacks, weeknight dinner inspiration, and “sound on” grilling content. The campaign generated more than 330,000 impressions, over 25,000 engagements across eight videos, a 74% positive sentiment rate, and lifts of +12% in ad recall and +13% in purchase consideration.

Primal Kitchen

Ana Goettsch

VP of Marketing