Hungryroot x Annabel & Nona

How Hungryroot Used Influencer Marketing to Drive Authentic Product Discovery

As subscription-based food services continue to grow, standing out in a crowded market requires more than polished ads. Brands are increasingly turning to creators who can integrate products seamlessly into real-life routines, making influencer marketing feel less like promotion and more like genuine recommendation.

Hungryroot, a personalized grocery and meal delivery service, partnered with creators Annabel Lucinda and Nona Bayat to showcase its products through highly organic, lifestyle-driven content. Rather than scripted ads, the brand leaned into authentic storytelling aligned with each creator’s daily habits and audience expectations.

About Hungryroot

Hungryroot is a subscription-based food service that brings together groceries, healthy recipes, and ready-made meals tailored to individual preferences. New users complete a quiz when joining, allowing Hungryroot to personalize deliveries based on dietary goals, taste preferences, and lifestyle.

With access to over 50,000 recipes, Hungryroot positions itself as a convenient solution for people who want nutritious meals without the friction of meal planning or grocery shopping.

The Creator Partnership Strategy

For this campaign, Hungryroot collaborated with Annabel Lucinda (@annabel.lucinda) and Nona Bayat (@nonabayat), two creators represented by nowfluence.

The strategy was built around a simple but powerful idea: integrate Hungryroot naturally into content formats the creators already excel at.

Instead of forcing scripted brand messages, the creators embedded Hungryroot into moments that already felt authentic to their audiences, reinforcing trust while showcasing real product use.

Annabel Lucinda: Fitness, Routine, and Everyday Nutrition

Annabel’s content took the form of a leg day vlog, a familiar and high-performing format for her audience. The video walks viewers through her gym outfit, pre-workout routine, and training session.

Hungryroot was introduced organically during the pre-workout meal segment, where Annabel showcased the groceries she was eating before heading to the gym. The brand appeared naturally as part of her routine, fueling her workout rather than interrupting the narrative.

The result was a piece of content that felt like a genuine day-in-the-life vlog, positioning Hungryroot as a practical and healthy solution within Annabel’s lifestyle.

Nona Bayat: High-Protein Food Ideas Made Simple

Nona approached the collaboration from an educational perspective, creating content centered around high-protein food ideas, a topic that strongly resonates with her health-focused audience.

Within the video, Hungryroot products were seamlessly incorporated as easy, protein-rich meal options. Rather than focusing on the brand itself, the content emphasized how Hungryroot fits into everyday eating habits.

To maximize reach and platform-native distribution, Nona published the content on both Instagram and TikTok, maintaining the same core concept while adapting to each platform’s format.

Why This Influencer Marketing Campaign Worked

Several factors contributed to the success of this strategy.

Strong creator-brand alignment ensured that Hungryroot felt relevant to both creators’ audiences.

Native content formats allowed the brand to blend seamlessly into existing storytelling styles rather than disrupting them.

Subtle product integration made the content feel authentic and trustworthy, avoiding the tone of a traditional advertisement.

Cross-platform distribution helped reach audiences where they already consume fitness and food inspiration.

The Role of nowfluence

As the agency representing Annabel Lucinda and Nona Bayat, nowfluence supported the collaboration by aligning Hungryroot’s campaign goals with the creators’ strengths and content styles.

This partnership highlights how creator-led storytelling becomes more effective when brands work with creators who already embody the lifestyle they want to promote.

Key Takeaways for Brands

• Influencer marketing does not need to feel promotional to be effective.]
• Lifestyle integration often outperforms direct product selling.
• Fitness and wellness creators are powerful partners for food and grocery brands.
• Authentic routines build trust faster than polished ads.

Campaigns like this show how influencer marketing becomes scalable, transparent, and repeatable when brands work with the right creators and the right infrastructure.

If you’d like to replicate campaigns like this or understand how creator partnerships can drive real business outcomes, nowfluence helps brands discover creators, run paid campaigns, and manage influencer marketing end-to-end in one platform.