InSinkErator^® has collaborated with a variety of social media influencers to increase the exposure of food waste disposers and to educate consumers on the benefits they offer.  

Sharing a raspberry and white chocolate banana loaf recipe reel with their 193,000 Instagram followers, interiors influencer Sarah-Louise from No.17 House shows how easy it is to maintain a neat space while cooking, thanks to their InSinkErator^® food waste disposer. Sarah-Louise noted ‘We love to clean as we go, so to keep our kitchen tidy and free from waste, we InSinkErate it’¹.

InSinkErator^® also partnered with food and fitness TikTok content creator Alex, who explains to their nearly 270,000 followers that a food waste disposer is a ‘…great alternative to composting to avoid those nasty food smells’². Alex also praised the innovative kitchen product, stating that ‘…it’s an absolute game-changer’².

Throughout the year, InSinkErator^® plans to enlist a variety of content creators to further educate consumers on the benefits of investing in a food waste disposer. An InSinkErator^® food waste disposer is a hygienic food waste solution for the kitchen, reducing food waste in the bin, especially where home composting is not possible. InSinkErator^® invented the food waste disposer over 90 years ago and today has a range of models to suit different family sizes and home cooking needs. For disposing of food waste safely and hygienically, an InSinkErator^® food waste disposer fits neatly under the sink, out of sight, without compromising the overall look of the kitchen.

Jamie Griffin, digital marketing and ecommerce manager, EMEA, InSinkErator^®, says: “At InSinkErator^® we are committed to providing lifestyle enhancing solutions, which promote hygiene in the kitchen, are convenient to use and are safe within the home.

“We plan to continue raising awareness of our food waste disposers with consumers specifically through TikTok. TikTok drives more engagement than other social media platforms, as well as showing users more relevant posts, based on their interests, especially for our core demographic.

“The TikTok community is centred around four key motives: entertain, participate, discover and uplift, with 68 per cent of users inspired to discover more about a brand, or product, they’ve seen on TikTok³. Given those ads on the platform are now more memorable than TV ads³, we also have a focused influencer and paid strategy to reach new audiences, increasing awareness of InSinkErator^® products. Helping families turn a small change in their kitchen into a big difference in their world.

“By educating new audiences, we hope our retail partners witness an increase in requests for alternative solutions to manage food waste in the home.”

For more information on food waste disposers from InSinkErator^®, please contact your Account Manager or visit the website at www.insinkerator.co.uk