Cheese Box Club is a UK cheese delivery subscription service offering a curated selection of quality, affordable cheeses delivered to subscribers’ doors each month. The brand set out to broaden its reach across the country, and we built an influencer campaign around a diverse roster of creators — from dedicated mothers to passionate food enthusiasts — all sharing a strong affinity for cheese.
Across 94 influencer deliveries, creators produced dynamic content spanning recipes, photography, and honest product reviews, with 96 pieces of content shared to a combined following of over 4.2 million. The breadth of formats meant the brand reached audiences at every stage of the purchase journey — from discovery through recipe content to conversion through reviews.
Casting a Roster That Covers Every Stage of the Cheese Board
A subscription box lives or dies on repeat orders, which means a single content style — a pretty photo, say — only ever reaches one type of buyer. Cheese Box Club’s roster was built deliberately mixed instead: dedicated mothers, passionate food enthusiasts, and creators across recipes, photography and honest product reviews, so a shopper deciding whether to subscribe could see the format that actually answered their own question, whichever stage of deciding they were at.
What 4.2 Million Reach Across Mixed Formats Shows
96 pieces of content shared to a combined following of over 4.2 million is a discovery figure across the UK, not a subscriber count. What the mixed-format approach demonstrates is that the 94 influencer deliveries did more than one job at once — recipe content built initial interest, photography carried the aspirational appeal, and reviews gave a hesitant shopper the reassurance to actually convert, all from the same set of creator relationships.
