Barbeques Galore is a prominent chain of barbecue supply stores across Australia, looking to connect with Australian consumers through Instagram influencers in the food and home niche. Terrier Agency used advanced data analysis to identify the creators best placed to showcase barbecue products to engaged, relevant audiences.
The campaign secured 30 gifted collaborations, with influencers collectively producing over 100 pieces of content and reaching a total audience of over 4 million people across Instagram.
By pairing a well-established retail brand with precisely selected creators, the campaign put Barbeques Galore products in front of the audiences most likely to buy them.
Why an Outdoor Product Needs to Be Shown Cooking
Barbecue equipment is bought on how it performs at the point of use, not on a product shot alone, which is why the campaign leaned on gifted collaborations rather than paid placements: creators who already cook outdoors were selected for genuine audience overlap with home cooks, then left to show the product in real use rather than read a script. Terrier’s standard process applies here as it does across any influencer campaign, every profile checked by hand for audience fit before outreach, and content reviewed against brand guidelines before it went live.
Reading 4 Million Reach Across 100+ Pieces of Content
Over 100 pieces of content reaching a total audience of over 4 million people describes visibility across Instagram’s food and home audiences, not sales, but for a retail chain competing on shelf presence, putting that many independently produced demonstrations of the product in front of a relevant audience is what the page’s own framing calls “putting products in front of the audiences most likely to buy them,” a reach claim rather than a conversion one.
