Tossed to Perfection: Sweetgreen's UGC Campaign Drives 12% Engagement for Product Launch
Oct 13, 2025
Sweetgreen partnered with Kale to to launch a campaign promoting its new ripple fries, encouraging creators to visit stores and share authentic content on TikTok and Instagram. The campaign quickly generated significant buzz and engagement, positioning ripple fries as a must-try menu item.
Background & Objectives
In Spring 2025, Sweetgreen launched ripple fries, a new menu item that took a bold step beyond its signature menu of vegetable sides and salad.
To build buzz and drive awareness around the launch, Sweetgreen partnered with Kale to activate a creator-driven campaign with three core objectives:
Position ripple fries as a must-try menu item.
Leverage high-impact, authentic UGC to boost visibility and engagement across TikTok and Instagram.
Generate excitement through creator content that sparks conversation and drives trial of the new menu item.
Strategy
Using Kale's platform, Sweetgreen launched a challenge inviting creators to visit a Sweetgreen location, try the new item, and showcase how it fits into their meal. To inspire content, the brand published a creative prompt and included a store locator, making it easy for creators to find their nearest Sweetgreen and start filming.
Results
The campaign delivered standout results in just 7 days:
238 videos created by 171 creators
Aesthetic content that spotlighted the new item
An average 12.14% engagement rate, reaching 36% engagement at its peak, and generating significant buzz
