The Challenge
The Bury Black Pudding Company is the UK’s leading specialist black pudding brand, made in Bury and stocked in major supermarkets, independent butchers and its own stall on Bury Market. Black pudding is a traditional product with a loyal but ageing customer base, and the brand wanted to reach younger home cooks who had never thought to buy it.
The company partnered with Terrier Agency for a recipe-led creator campaign.
Our Approach
We recruited home cooking and food creators and briefed them to cook with the product in ways a younger audience would actually make.
- Creators built recipes around breakfast, brunch and weeknight dinners rather than the traditional fry-up alone
- Briefs highlighted the product’s low fat content and high iron in the creator’s own words
- Feed posts and Reels were mixed so recipes could be saved and revisited
- All content was reviewed against brand guidelines before publication
The posts linked from this page show the recipe-first approach.
The Results
Sixteen pieces of content reached 128,416 estimated views at a 3% engagement rate, introducing a heritage product to a new cohort of home cooks and giving the brand recipe content for its own channels.
Why Recipes Reach a New Generation
A heritage food product has a loyal audience that already knows what to do with it. Growth comes from people who have never bought it, and those people need to see it in a dish they would actually cook. The 128,416 estimated views and 3% engagement rate show that recipe-led content found that audience, and the sixteen posts give the brand a ready set of recipe ideas for its own channels and retail partners.
