Cole & Mason is a heritage kitchenware brand celebrated for its precision-engineered salt and pepper mills. Terrier Agency developed a creator-led campaign to position Cole & Mason’s products as essential kitchen companions for home cooks and food enthusiasts across the UK.
Working with 166 food, recipe, and kitchen lifestyle creators, the campaign showcased Cole & Mason mills in real cooking scenarios, from everyday seasoning to dinner party centrepieces. The campaign delivered 14.7 million impressions and 315,000 engagements, with over 2,600 pieces of content shared across Instagram.
The combination of high-quality product placement and authentic creator storytelling drove strong brand recall and positioned Cole & Mason as a must-have for anyone serious about flavour in the kitchen.
Cole & Mason: expanding to the US
Alongside the UK programme, Terrier ran a six-month US influencer campaign for Cole & Mason, targeting the foodie and recipe-creator niche. Terrier curated a network of US-based creators aligned with the brand’s food and kitchenware identity, with a combined following exceeding 8.1 million.
Over the six months, the campaign built a total story audience of 2,689,954, generated 174,423 post views and drove 32,331 engagements, giving Cole & Mason credible exposure in the US food community, plus a library of user-generated content it continues to repurpose across its own channels.
Running Two Markets to One Casting Standard
The UK and US programmes were cast the same way: creators shortlisted for audience overlap and food-content quality rather than follower count, briefed to show the mills in real cooking use rather than posed against a worktop. A 1.4% engagement rate against 14.7 million impressions is an attention figure, not a sales number, and the separate US total story audience of 2,689,954 and 174,423 post views shows the same pattern repeating in a second, newly entered market.
