This paper examines the attitudes toward apllication of viral marketing in the food industry in Serbia. The research consisted of both an extensive theory review and empirical research, including case studies, surveys and in-depth interviews. Viral marketing has been defined as any marketing program (online or offline) that is designed to achieve an exponential growth by spreading marketing effects from customer to customer. The paper’s hypothesis, stating that marketing managers in Serbia have positive attitudes toward the usefulness of viral marketing in the food industry, has been supported by the results of both primary and secondary research. Finally, a number of limitations and risks associated with the viral marketing strategy have been presented, followed by a brief discussion of possible ways to overcome the challenges.