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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.

Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

Gen Z is the first generation that we can consider “digitally native.” While their Millennial predecessors were dabbling in technology growing up, Gen Zers have been fully immersed in it, almost from day 1. They were scrolling social media before they learned to drive, and their habits reflect a world where attention is currency and relevance is everything.

Unlike older audiences, Gen Z doesn’t separate advertising and entertainment. They welcome brands in the same spaces as their family and friends. But they also don’t want a sales pitch — they give weight to content that delivers quick hits of value, personality, and purpose.

For marketers, that means the old playbook is out. Gen Z moves fast. They demand transparency and thrive on trends. 

When you know how Gen Z consumes content, you can create a powerful strategy that actually reaches them. Here’s how.

How Brands Can Adapt Their Content Strategy for Gen Z

Gen Z refers to people born roughly between 1997 and 2012.

That means that as of 2026, the oldest will be in their late 20s. They’re buying homes and building careers. The youngest are still in middle school.

Together, they share several characteristics:

Most have never known a world without smartphones or social media.

Short-form video (TikTok, Reels, YouTube Shorts) is their default language.

In Gen Z marketing, they value transparency and real voices over polished campaigns.

They expect brands to take stands on social, environmental, and ethical issues.

Many know the economy is shaky, so they research, compare, and hunt for value. 

They’re quick to adopt (and abandon) memes, platforms, and cultural moments.

They jump seamlessly between channels and devices, often in a single session.

Gen Z defines what it means to engage with content and brands online.  

Understanding how Gen Z spends their time online is the first step to creating campaigns that connect. Here’s a quick rundown on content consumption for Gen Z users. 

Gen Z likes a good “content cocktail".” They jump between apps for a mix of content marketing and community.

TikTok, YouTube, Instagram, and Snapchat are must-haves. 

Emerging platforms are also gaining traction. For example:

Social audio features like Clubhouse lean in with niche audiences.

Discord and similar private interest-based communities (servers, groups) are becoming more common and allow for deeper engagement.

Short-form “micro-platforms” (new video tools, ephemeral formats) keep surfacing as Gen Z chases novelty.

Gen Z doomscrolls like the rest of social media users. But they also engage with formats that allow for creative expression and participation. 

Short-form videos (15- to 60-second clips) create punchy stories that fit into a fast-scroll cycle.

Memes offer relatable content that Gen Z is eager to share.

User-generated content and interactive content allow the audience to remix, react, or co-create to get more traction.

Authentic storytelling shines a light on behind-the-scenes, real people, imperfect moments, and voices they can relate to.

Gen Z spends a serious chunk of their day on a screen. The average user spends more than seven hours per day consuming media, more than any other age group.

Most of that time is spent on mobile devices, nearly double that of desktop and laptop computers. Most of Gen Z’s social, video, and interactive content consumption happens via mobile. Desktop tends to be for “serious browsing” or fallback use cases.

Tip: Get even more data on internet and social media use by age group in the Global Digital Report

Gen Z is rewriting the rules of how content spreads and sells. Three big trends are shaping how this generation decides what’s worth their attention.

The creator economy and influencer impact 

The creator economy is evolving from sideshow to main stage. By 2030, it’s expected to be worth $500 billion.

As of 2024, 28% of Gen Z identify as creators. That number is growing. 

Brands should see creators (particularly Gen Z) as partners, storytellers, and bridges into tight communities. 

Don’t expect polish, though; in true Gen Z fashion, these creators are choosing raw, authentic, non-salesy content to get the message across. Marketers can also get insight into reaching Gen Z through adapting to the "Gen Z stare."

Gen Z doesn’t pander to hollow marketing trends. They want content that aligns with their values and speaks with realness. 

Authenticity matters to 86% of Gen Zers when it comes to choosing which brands to support. They expect brands to live their values with performative actions, not just words.

The decline of traditional advertising effectiveness 

Gen Z is immune to many conventional ad approaches. But rather than thinking advertising is dead, brands should simply recognize that it is shifting. 

Instead of interruptive banner ads, radio spots, and TV-style commercials, Gen Z prefers feed-native formats and creator-led content. Short-form video is the new favorite over long-form content.

Gen Z also has a quicker path to ad fatigue. They’re quick to skip, scroll, or block what feels intrusive or inauthentic. This means brands need to meet their audience where they are and skip baseless tactics.

Brands that want to win over Gen Z customers have to evolve fast. It’s not enough to show up in the same places they are. You need to show up in the right way. 

Here are the shifts you’ll want to bake into your Gen Z content strategy.

Gen Z has an internal BS detector. They can smell forced messaging or overproduced polish from a mile away. 

Include raw cuts, candid moments, and mistakes. 

Always lead with value: teach, inspire, entertain.

Selling should take a backseat, or be completely absent. 

Use humor, vulnerability, and even self-awareness.

Think of your brand as a curious, helpful friend. Then speak to your audience in a tone that fits.

Don’t pour the same content into every channel and expect it to land. Gen Z knows the language of each platform and won’t tolerate misplaced content.

Let’s look at some high-level strategies for popular platforms:

TikTok: Lean into trends, sound design, fast cuts, and remix culture. A brand that jumps in late or doesn’t quite grasp a trend will feel tone-deaf.

YouTube Shorts/Reels: Use teaser-style storytelling by opening with a hook in the first few seconds. If you have more to say, link to longer videos.

Instagram: Blend polished visuals and in-feed stories with behind-the-scenes and ephemeral content. Let posts breathe, but also create space for quick, conversational content in Stories.

Always tailor each post for the platform’s format. Vertical video, looping, captions (many Gen Z users will view videos on mute), and micro-CTAs (“duet this,” “stitch me,” “tap for more”) are table stakes.

Leveraging influencers and micro-creators

Big name endorsements still get eyeballs, but for Gen Z, they don’t always get trust. 

Micro-creators (those with more niche, loyal followings) often generate more engagement and credibility. Choose creators who genuinely use your products or align with your values, not just those with big follower counts. 

Let them own the creative, and don’t force scripted brand messages. They know their audience better than anyone and can broaden your creative horizons.

Get to know your Gen Z customers. Here are a few quick answers to the most common questions marketers ask about their habits and preferences.

How does Gen Z consume content differently from other generations? 

Gen Z moves fast, prefers mobile-first experiences, and expects interactive, bite-sized content they can comment on, remix, or share. They trust peers and creators over brands and switch platforms frequently.

What are Gen Z's favorite content platforms? 

TikTok, YouTube, Instagram, and Snapchat dominate daily use. Niche platforms like Discord and BeReal are gaining traction as community-driven spaces.

What type of content resonates most with Gen Z? 

Gen Z favors short-form video, memes, authentic behind-the-scenes clips, and value-driven storytelling.

How much time does Gen Z spend online daily? 

On average, Gen Z spends about 7-8 hours per day across devices, with the majority of that time spent on mobile, according to DemandSage.

What content trends are emerging among Gen Z? 

Gen Z is at the helm of the creator economy, preferring micro-influencers with strong community ties and highly engaged audiences, interactive formats like polls and dance challenges, and socially conscious messaging that combines entertainment with purpose.

How Gen Z Consumes Content

When it comes to brand building, many food and beverage companies face the unique challenges in selling consumable products. Unlike reusable or multi-use products, wrappers get trashed, cups get recycled, and food gets eaten, reducing the amount of time available to create emotional connections and build exposure. That’s one reason some F&B brands start offering something with a bit more staying power: branded merchandise.
Merch is a way for food and beverage brands to nurture loyalty between moments of consumption. And while the concept of F&B swag isn’t new, Starbucks and Trader Joe’s achieved notable virality with each of theirs in 2025. Together, the tale of two merch lines — the Starbucks Bearista Cold Cups and the Trader Joe’s Canvas Tote Bags — can offer lessons for marketers about building excitement around brands. 

So, what can these viral merch moments of 2025 teach us about building brand affinity in the years ahead? We used Explore+ — Meltwater’s enterprise-grade media, social, and consumer intelligence solution — to find out.

Trader Joe’s Tote vs. Starbucks Bearista Cold Cup: How food and beverage merch goes viral

Our analysis of mentions across more than a dozen sources shows that the Trader Joe’s Tote bag and the Starbucks Bear Cup make up two sides of the same viral merch coin.

On one side, the Trader Joe’s Tote entered 2025 with existing buzz after having already gone viral with the release of mini versions of the bag in February 2024. The drop brought a surge of new attention to the US grocery chain’s canvas bags, first introduced in 1977. Media outlets like The New York Times, Business Insider, Vogue and BBC chronicled the tote’s rise to status symbol, particularly outside the US where there are no Trader Joe’s locations. It’s safe to say 2024 was the TJ’s tote’s big year, but interestingly the buzz around it has continued. 

In April 2025, there were about 7.3x more mentions of the bag than in the previous month, thanks to the drop of a limited-edition, pastel collection. Mentions spiked again, though to a lesser magnitude, in October with the release of another limited-edition collection, this time for Halloween. The food retailer’s ability to capitalize on virality — and meet its audience’s established love for limited-edition items — kept it in the wider cultural conversation longer than other affordable viral products, like, say, the Wirkin.

This New York Times Style Instagram post featuring a Trader Joe’s tote bag generated over $200,000 in Estimated Media Value according to Klear, Meltwater’s influencer intelligence solution.

On the flipside, the Starbucks Bearista Cold Cup emerged with a bang when it was released in early November. Mentions surpassed 12,000 by the end of the month as consumers discussed both the cup and the hype surrounding its release. 

Overall, the Trader Joe’s tote bag still had slightly more buzz, generating about 14,100 mentions from January to November 2025, compared to the Bearista’s 13,500. Not bad for a company with a much smaller footprint. (Note: The Bearista cup launched in the US and Canada this year, while Trader Joe’s is only located in the US.) However, in just over three weeks, the bear-shaped cup generated as much conversation as the canvas tote did all year, making it the king of F&B merch for 2025.

In the end, both Starbucks and Trader Joe’s are winning big in terms of visibility thanks to their affordable, collectible, culturally expressive, and coveted merch lines. And for Trader Joe’s in particular, viral merch has been key to propelling the American grocery store to global prominence. Other smaller or local F&B brands take note. 

Though instant virality is something many brands aspire to, it can come with controversy. That risk begs the question of which is better for brand affinity: the slow burn or the flash fire? We used Explore+ to analyze the sentiment of the Trader Joe’s Tote and Starbucks Bearista Cold Cup conversations to learn more. 

Our analysis found that nearly a third of all mentions of the Trader Joe’s bag were positive from January 1 to November 30, 2025. Top keywords included those focused on the bag itself, such as “new colors” and “long strap”. 

The conversation around Starbucks’s viral drinking vessel wasn’t quite as rosy. About a third of mentions of the bear cup were negative from January 1 to November 30, 2025. Top keywords like “chaos,” “fights,” and “crowd rush” highlight how much of the conversation focused on the frenzy around the merch drop. Complaints about limited stock, long lines, and even fights among customers largely overshadowed discussion about the item at the center of it all.

At least in the case of the chic tote vs. the cute cup, the slow burn seems to have resulted in more favorable sentiment for Trader Joe’s, a signal of strong brand affinity. For marketers, the lesson here is that discussion volume is only the tip of the iceberg. Digging into the emotional contours of the conversation via sentiment and keyword analyses can help brands deepen their understanding of consumer preferences and demands.

What marketers can learn from the buzz around viral food and beverage merch

For F&B marketers—and any brand looking to build loyalty—viral merch offers a powerful way to extend brand awareness and emotional connection beyond the product itself. The Trader Joe’s tote demonstrates that the right item meeting the cultural moment at just the right time can spark valuable conversations, even in markets you don’t physically serve. On the other hand, the Starbucks cup was overshadowed by the frenzy around the launch. Stronger social intelligence could have identified those early warning signals and adapted the rollout with preventive mechanisms.

At the end of the day, knowing your audience and anticipating how they might react to a campaign is key. It’s important to tailor a campaign to the audience and actively monitor how it performs so adjustments can be made in real time. When all goes well, fans will drive favorable brand storytelling on social media — leveraging and building on that value in the long term calls for diving deeper into the data for insights that can drive future brand strategies.

FAQ: Viral Food & Beverage Merch and Brand Building

Why is branded merchandise important for food and beverage companies?
Branded merchandise lets F&B companies extend brand awareness and emotional connection beyond moments of consumption. Unlike consumable products, merch like Trader Joe’s Canvas Tote or Starbucks Bearista Cold Cup last longer, offering fans a tangible connection to your brand and boosting loyalty even in markets where your stores aren’t present.

How can F&B merch go viral?
Virality occurs when a product meets the cultural moment and resonates visually and emotionally with fans. Limited-edition drops, collectible designs, and social-shareable items can drive conversations across social media and earned media. For example, the Starbucks Bearista Cold Cup generated massive buzz in just a few weeks, while Trader Joe’s tote leveraged sustained interest over months.

What’s the difference between short-term and long-term virality?
Short-term, “flash fire” virality creates instant attention but can lead to polarized sentiment or operational challenges. Long-term, “slow burn” virality builds consistent positive sentiment, strengthens brand affinity, and allows smaller brands to punch above their weight. Trader Joe’s tote demonstrates the value of measured, repeatable drops, whereas Starbucks’ bear cup shows the excitement—and risks—of explosive launches.

How does merch impact brand affinity across different geographic markets?
Viral merch can extend brand reach globally, even in regions without physical stores. Fans become storytellers, sharing experiences online and generating buzz that transcends geographic limitations. Trader Joe’s tote, for example, saw significant mentions internationally despite the chain’s US-only presence.

How can brands measure the success of viral merch?
Success should be measured beyond volume of mentions. Tools like Meltwater’s Explore+ allow brands to track sentiment, keywords, and conversation context, helping marketers understand how buzz affects brand perception, customer sentiment, and loyalty over time.

Can viral merch be used by smaller or local F&B brands?
Yes. Even brands with limited footprints can leverage merch to spark conversations and build cultural relevance. Strategic drops, attention to design, and social amplification can create outsized impact, as Trader Joe’s demonstrates.

Ready to gain a deeper understanding of what gets your audience buzzing? Fill out the form below to test drive Meltwater's suite of social, media, and consumer intelligence solutions. 

Viral Food & Beverage Merch: Lessons from Trader Joe’s & Starbucks

2025 saw rebrands from three major brands — Cracker Barrel, HBO Max, and Jaguar — but which one got the biggest buzz from online audiences? We used our consumer intelligence solution, Explore+, to dig into the data. 

What were the biggest corporate rebrands of 2025?

Which corporate rebrand got the biggest buzz in 2025?

Cracker Barrel, HBO Max, and Jaguar had three of the biggest corporate rebrands of 2025. First, Jaguar launched its rebrand late in 2024 — complete with a new typeface, color palette, and logos — which continued to generate buzz into 2025. Next, the streamer formerly known as HBO Now (and then HBO Max and then Max) re-rebranded as HBO Max on July 9. Finally, on August 19, Cracker Barrel announced its rebranded diner design, menus, and logo, removing the “Old Timer” character leaning on a barrel and leaving only the chain’s name. The announcement sparked backlash from conservative groups in the US, leading Cracker Barrel to scrap the new logo.

From January 1 to November 15, 2025, social media users mentioned the Cracker Barrel rebrand about 351,000 times, significantly more than they discussed Jaguar’s rebrand (about 43,700 mentions) or HBO Max’s (about 40,000 mentions). Social media discussions about the Cracker Barrel rebrand also generated significantly higher levels of engagement, peaking at about 7.8 million in July 2025 alone. 

However, the conversation around Cracker Barrel has one important caveat: Much of it was generated by bots, according to reporting from The Wall Street Journal. As Meltwater Chief Product Officer Chris Hackney recently told Marketing Brew, bots are now a part of the digital landscape brands are facing. “Are your customers listening to those narratives, and how do you react?” he said. “And at what speed can you react to put forward the narrative that you think is true and accurate for your brand?”

And unlike Cracker Barrel’s acute spike in mentions and engagement by far, our analysis found that discussions about HBO Max’s and Jaguar’s rebrands took place over longer periods of time. 

The Meltwater Blog

How Gen Z Consumes Content

Viral Food & Beverage Merch: Lessons from Trader Joe’s & Starbucks

2025’s Biggest Rebrands: Lessons from Cracker Barrel, HBO Max, and Jaguar

The Future of PR Series: André Pechmann (Microsoft)

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The “Buy Local” Movement in 2025: Tariffs, Consumer Shifts, and Marketing Insights

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