A hashtag is the # symbol used to mark keywords or topics in social media. Some hashtags are general and some are specific to your business, something called a branded hashtag.

Awhile back, we talked about falling in love with hashtags, and here we want to show you how a branded hashtag can work for your food business. But first let’s recap a little bit:

In order for a hashtag to work as a brand hashtag:

  • It must be unique (search for a hashtag before you use it)
  • It doesn’t have multiple meanings (be cautious and think through all interpretations of the hashtag)
  • Use it frequently and repetitively until it grows and fans catch on
  • Make it conversational, easy to remember, and concise
  • Integrate the hashtag with your marketing campaign
  • Use it on all social media platforms
  • Keep it short to avoid misspelling and fatigue (no one wants 5+ hashtags per Tweet)
  • Be responsive and actively communicate with those engaging with your brand

Examples of unique (and wildly successful) brand hashtags


OK, so Charmin isn’t a food brand, but we love this hashtag campaign so much we had to include it in our list of examples.

In 2013, Charmin launched this hashtag on Twitter to take advantage of the mind-boggling 40% of young adults who use social media in the bathroom (according to TIME.


CharminCharmin fan



DiGiorno Pizza wanted to reach new audiences on social media, specifically the NFL fans who talk trash to one another every Sunday. Their staff then began following and participating in this smack talk on Twitter using this hashtag.

DiGiorno PizzaDiGiorno-fan


In 2014 Red Bull launched this hashtag which was based on  fan-generated photos of a Red Bull can on top of a mini-cooper.


Find us on Twitter and share some of your favorite branded hashtags!

Falynn Derderian

About Falynn Derderian

Falynn manages project research and media outreach at The Condiment Marketing Co. She has an advertising degree with a focus in business from the University of Oklahoma (go Sooners!).