Firetree is a luxury single-estate chocolate brand, crafting bars from cacao grown in the volcanic soils of the Pacific Islands and Madagascar with full traceability from bean to finished product. Terrier Agency designed a large-scale influencer campaign to build awareness among genuine chocolate lovers, luxury food audiences, and the growing ethical food community.
The campaign activated 152 creators across Instagram, encouraging honest, opinion-led content rather than scripted promotion. With 510 pieces of content shared, the campaign generated 1.1 million impressions and 25,500 engagements — a 2.37% engagement rate across creators with a combined following of 7.8 million.
By letting the quality of the chocolate speak for itself, Firetree earned credible endorsement from exactly the audiences its provenance-led story was made for.
Letting Taste Testing Carry the Provenance Story
Food campaigns built on provenance — single-estate cacao, full bean-to-bar traceability — work best when the content is opinion-led rather than scripted, because a genuine reaction to the taste is what luxury food and ethical food audiences actually trust. Terrier’s process for this campaign shortlisted creators across chocolate, luxury food and ethical food communities specifically, then briefed for honest tasting content rather than a fixed script.
What a 2.37% Engagement Rate Confirms About Firetree
510 pieces of content, 1.1 million impressions and 25,500 engagements at a 2.37% engagement rate are attention and interaction figures, not sales figures — but for a product that depends on people believing the quality claim, that level of engagement across 152 creators shows the opinion-led approach held up. It is a reach number describing how far Firetree’s provenance story travelled into exactly the communities most likely to take single-estate chocolate seriously.
