The article discusses different angles of customer engagement phenomenon and aims to provide an outline of the debate within which the phenomenon can be further investigated. It explores in depth the behavioral perspective, as this approach represents one of the prevalent directions of the current debate on customer engagement phenomenon, especially in the social media environment. The behavioral approach is also being adopted in the empirical part. Through an online survey and a focus group, an exploratory study investigates the willingness of customers to engage with three Swiss premium food brands online and offline. The findings suggest that customers are not willing to engage with FMCG brands if they are not being offered a unique value proposition. The study suggests new implications for those brand strategies whose aim is to foster costumer engagement.