Good In Bread is a London bakery delivery service bringing freshly baked sourdough and bagels to doorsteps across the M25. To spotlight the brand’s quality at scale, Terrier Agency ran a competitor-led influencer discovery campaign — mapping the social audiences of rival food delivery brands to curate a shortlist of creators whose followers had already shown an appetite for similar products.
Over a concentrated three-month window, 84 influencers agreed to collaborate, producing 110 pieces of content rooted in their genuine experience of the product. The campaign reached a combined audience of 3,419,960 — authentic recommendations at a scale paid advertising couldn’t replicate.
The data-driven approach removed the guesswork from influencer outreach and gave Good In Bread a repeatable model for standing out in London’s competitive food delivery market.
Starting From Who Already Buys Similar Bread
Rather than building a creator list from scratch, the campaign started by mapping the social audiences of rival delivery brands — a way of finding people who had already shown, through their own posting and engagement, that they buy this kind of product. That’s a different starting point to a general food-influencer outreach list, and it’s the reason the shortlist could be built with some confidence before a single creator was contacted.
What a Three-Month, 84-Creator Run Shows
84 influencers producing 110 pieces of content over a concentrated three-month window, reaching a combined audience of 3,419,960, is a reach and content-volume figure — the page does not claim a number of orders or new subscribers from it. What the concentration into three months does show is deliberate pacing rather than a scattered, open-ended campaign: enough creators live at once that London’s bakery-delivery audience saw sourdough and bagel content repeatedly within a single season, rather than a handful of isolated posts spread thin across a year.
