My market on TikTok

TikTok is the most dynamic platform for younger audiences, but entering this space as a supermarket is far from straightforward. For My market, the challenge was to translate its new brand identity — “Together for what you love” — into the tone, rhythm, and culture of TikTok. The goal was to stay authentic and relatable, rather than promotional, and to use the platform not only for awareness but to build genuine engagement that would strengthen brand affinity and, ultimately, impact in-store behavior.

To amplify our content and reach diverse audiences, we developed a comprehensive influencer strategy that balanced reach and authenticity. Collaborating with both mega and micro influencers allowed us to achieve significant scale while maintaining credibility with different audience segments. The micro influencers, in particular, proved to be a key asset: they generated high engagement rates and delivered authentic, relatable content that felt organic within their communities. This approach was not only cost-effective but also ensured that our messages were delivered in voices audiences genuinely trust.

Beyond one-off collaborations, we invested in long-term partnerships with well-known creators who could embody distinct aspects of the My market brand. Petros Syrigos brought to life the themes of freshness and quality through cooking and recipe videos. Fanis Lampropoulos highlighted the brand’s friendly and fun personality, using humor and relatable storytelling. Meanwhile, Konstantinos Vasalos represented the health and fitness side of the brand, creating content that spoke directly to wellness-oriented consumers. Together, these partnerships gave My market a consistent and diverse presence on TikTok, turning the brand into a familiar and approachable part of users’ feeds.

Our creative execution focused on the strengths of short-form video. We produced snackable, visually appealing content designed for the quick-scroll behavior of TikTok users. Recipes, product highlights, and everyday tips were presented in an entertaining and educational way, while influencer collaborations added personality and depth to our storytelling. By participating in challenges and trends, we encouraged interaction, allowing followers to co-create content and feel part of the My market community.

My market managed to transform TikTok into a platform of genuine connection and community-building. Through creative storytelling, influencer collaborations, and strategic use of trends, the brand proved that even in retail, authenticity and entertainment can drive engagement — and turn a supermarket into a social media success story.