Gerard Family Foods is a leading Australian culinary brand that launched its exclusive agave syrup at Woolworths and needed a targeted influencer strategy to amplify the debut. Terrier Agency activated foodie and recipe creators with grocery-active audiences, giving each influencer a Woolworths voucher so they could capture the authentic in-store purchase moment before showcasing the syrup in their own recipe videos.
Across the launch window, 32 influencers produced 97 pieces of content, reaching a combined audience of 1,958,505 — nearly two million people connected to the product through credible, purchase-linked storytelling.
By pairing creator-product fit with a retail-integrated mechanic, the campaign bridged the gap between inspiration and in-store action, delivering awareness at genuine launch scale.
Linking Content to a Purchase Moment
Rather than gifting product directly, this campaign gave each creator a Woolworths voucher, so the first thing on camera was the influencer choosing and paying for the syrup themselves before it appeared in a recipe video — a purchase moment a straight product-mailout cannot show. Under the AiMCO Influencer Marketing Code of Practice that applies to Australian-facing content, that arrangement still counts as a paid partnership and was disclosed as one; the creators were shortlisted from grocery-active, foodie and recipe audiences rather than reach alone, matching the retail mechanic to an audience already primed to act on it.
What 97 Pieces of Content Reached
32 influencers producing 97 pieces of content that reached 1,958,505 people is a launch-window awareness figure, not a sales number — it shows how many people were shown a purchase-linked story during the debut window, which is the “bridge between inspiration and in-store action” the existing body describes, not a claim about how many of them bought the syrup.
