The Challenge
BIRD Bang’n Chicken is a fried chicken restaurant business. The brand needed to build recognition across multiple locations at once, which meant a creator list large enough to cover each area without diluting into irrelevant reach.
Our Approach
We ran one of the largest restaurant creator campaigns in this group, structured by location.
- 50 creators were agreed, allocated across the locations the brand needed to cover
- 147 pieces of content were produced, giving each area repeated local exposure
- Creators were selected for genuine local audiences in their assigned area
- Content was reviewed against brand guidelines before publication
Structuring the creator list by location meant every piece of content reached people within reach of a venue.
The Results
50 creators produced 147 pieces of content reaching an audience of 2,818,703.
Local Coverage at National Scale
Fried chicken is a same-day, walk-in decision — content that reaches someone outside delivery or drive-time range doesn’t move them, however good the food looks. Allocating all 50 agreed creators to specific locations, rather than casting nationally and hoping the content landed near a venue, kept every one of the 147 pieces of content within actual reach of somewhere people could go and order. That location-first structure is what Terrier applies to any multi-site food or hospitality brand: creators are checked for a genuinely local following in their assigned area before outreach, the same audience-fit vetting used across every campaign, rather than picked for national reach that wouldn’t convert to a nearby table.
What 2.8 Million Reach Across 147 Pieces Represents
2,818,703 in audience reach across 147 pieces of content from 50 local creators is a visibility figure — how many people near a location saw content about it — not a footfall or sales number. For a brand opening recognition across several locations simultaneously, that volume of locally-anchored content is what the page’s own approach describes as giving “each area repeated local exposure,” which repeated exposure to a nearby, walkable option is what a food brand like this actually needs from reach.
