The Challenge
Good & Fugly is an Australian box service selling imperfect fruit and vegetables that would otherwise be wasted. The proposition is a values story and a price story at once. Content that only shows a produce box misses the point; the audience needs to understand what the box prevents from being thrown away.
Our Approach
We ran a large creator campaign built around unboxing and cooking content that carried the waste-reduction message.
- 70 creators were agreed across food, family and sustainability content
- Briefs asked creators to show the box contents and cook from them, making the waste story concrete
- Selection favoured audiences already engaged with sustainability or household budgeting
- Content was reviewed against brand guidelines before publication
Letting creators show what arrived in the box each week made the sustainability claim tangible rather than stated.
The Results
70 creators produced 131 pieces of content reaching an audience of 2,929,226.
Briefing 70 Creators to Carry a Waste-Reduction Story
Campaigns built around a values story follow Terrier’s standard process: creators are shortlisted for audience fit against the message being told, not reach alone, and every profile is checked by hand before outreach. Usage terms are agreed up front, creators are briefed on what the campaign needs to show, and finished content is approved against brand guidelines before publication.
What 2.9 Million Reach Across 131 Pieces Represents
70 creators producing 131 pieces of content that reached 2,929,226 people is a reach figure describing how many people were shown the waste-reduction story, not a sales or diversion-volume claim. For a proposition that depends on the audience understanding what a box actually prevents from being wasted, repeated exposure across that many creators is what makes the message land rather than a single retelling.
