Getting a product listed in Coles or Woolworths is a significant milestone. But staying on shelf — and growing — is a different game altogether. In today’s retail landscape, it’s not just about having a great product. It’s about building buzz, relevance, and demand — often before the first unit is even scanned.
Social media has become one of the most powerful tools in the FMCG arsenal. Used well, it doesn’t just drive awareness — it drives velocity, loyalty, and commercial confidence with buyers. And increasingly, it’s the brands winning on social that are the ones winning on shelf.
Here’s how the best-performing FMCG brands are harnessing socials to support retail success — and the case studies that prove it.
Smart brands are using TikTok, Instagram, and influencer partnerships to create demand before hitting shelves. Done right, social becomes the pre-launch campaign that primes both consumers and retailers for success.
Tim Tam Fridge Launch (Summer)
Who expected Tim Tams in the fridge? This seasonal activation flipped expectations and generated huge social buzz. The creative launch content sparked conversation and curiosity, turning a limited SKU into a viral talking point — and driving real-world foot traffic.
A TikTok with millions of views. Comments asking “Where can I buy this?” Hundreds of UGC posts in a week. That kind of digital demand tells buyers: this brand moves units.
MrBeast Feastables
When MrBeast launched Feastables in Australia, the hype didn’t just come from his massive YouTube presence — it was multiplied by fans sharing, tasting, reviewing, and celebrating the launch across TikTok and Instagram. The result? Massive buzz, rapid sell-through — and a Woolworths Supplier of the Year award.
The best FMCG brands don’t just post product shots — they tell stories that feel relevant now. Think cost-of-living hacks, seasonal content, school lunchbox inspo, or wellness trends.
mCo Beauty
mCo’s viral “dupes” strategy and relatable content made beauty feel both premium and accessible at a time when Cost of Living pressures were at an all time high. Their smart TikTok content didn’t just build followers — it built a fanbase that actively asked for listings, driving retail demand from the bottom up. Another Woolworths Supplier of the Year superstar — and a brand that proves content can drive category leadership.
Social isn’t just marketing — it’s modern shopper activation. Encourage fans to share where they found your product, post “shelfies”, tag locations, and even leave reviews on Coles/Woolworths listings.
Retail buyers are looking for more than a good story — they want a plan. The brands winning space (and growing it) are walking into meetings with full-funnel strategies that include influencer activations, content strategies, paid media and in-store amplification.
What to show buyers:
Influencer partnerships and paid social plans
Relevant, engaging content that’s geo-targeted around store launches
UGC campaigns designed to boost retail sell-through
Past social metrics that show momentum (e.g., “We generated 1M views pre-launch”)
Socials aren’t a nice-to-have. They’re the engine behind today’s best-performing FMCG launches. Just ask the recent Woolworths Supplier of the Year winners — mCo, MrBeast Feastables, Avalanche — who have all used social to create hype, drive demand, and ultimately move units.
If you’re pitching to Coles or Woolies this year, ask yourself:
Does my content create conversations before the shelf?
Does it build pull that buyers can’t ignore?
Need help crafting a social strategy that supports your next listing?
Let’s talk.
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