The Challenge
Blu Cookware sells non-stick cookware direct to consumers. Cookware is proven in use. Static product photography tells a buyer nothing about whether a pan performs, so the campaign needed creators who cook on camera and whose audiences watch them do it.
Our Approach
We built the creator list around cooking content specifically, rather than general home or lifestyle accounts.
- 30 creators were agreed, all with an existing cooking or food content history
- Briefs required the cookware to be used in a real recipe rather than shown unused
- Audience fit was confirmed for each creator before outreach
- Content was reviewed against brand guidelines before publication
Demonstration in a genuine recipe answered the buying question directly, which a product shot cannot do.
The Results
30 creators reached an audience of 3,157,186 at a 4.2% engagement rate.
Why Cooking Content Beats a Product Shot
A pan is only proven by watching it perform, so the shortlist for Blu Cookware was built entirely from creators with an existing cooking or food content history rather than general lifestyle accounts. Each brief required the cookware to be used in a genuine recipe on camera, not shown new and unused, and every creator’s audience fit was checked before outreach, the same standard vetting Terrier applies to any campaign, tightened to one content category.
What the Engagement Rate Says About a Kitchen Brand
3,157,186 in reach across 30 creators is an exposure figure, not a sales number, but the 4.2% engagement rate is the more relevant read for cookware: it shows viewers stayed to watch a recipe use the pan rather than scrolling past a demonstration, which is the specific proof a static product photograph cannot offer a buyer deciding whether a pan actually performs.
