Campbells Meat is a premium Scottish butcher renowned for quality cuts and traditional craftsmanship. Terrier Agency developed an influencer marketing strategy to showcase their products to food-loving audiences across the UK, connecting the brand with 219 carefully selected food, recipe, and lifestyle creators.
Creators received Campbells’ signature meat boxes and shared authentic cooking content, from midweek family meals to weekend BBQ feasts. The campaign generated 3.9 million impressions and an impressive 222,000 engagements, achieving a 7.15% engagement rate that highlights the genuine connection between creators and the brand.
Over 900 pieces of content were shared across a combined following of 5 million, turning everyday meal prep into compelling brand storytelling that drove both awareness and direct-to-consumer sales.
Turning Meat Boxes Into Midweek and Weekend Cooking Content
Food-sampling campaigns like this are cast against food, recipe and lifestyle creators rather than general lifestyle accounts, following Terrier’s standard shortlist process, so the content shows real cooking rather than a styled product shot. Product was gifted ahead of content going live, and creators chose their own format, a quick midweek meal or a weekend BBQ, rather than working to a fixed brief.
Reading a 7.15% Engagement Rate for a Scottish Butcher
3.9 million impressions, 222,000 engagements and a 7.15% engagement rate across 902 pieces of content from 219 creators is an attention figure, distinct from the direct-to-consumer sales the existing copy on this page already credits the campaign with supporting. What the rate shows is that creators who cooked with the product generated enough reaction for it to stand as a headline figure in its own right.
