G’s Fresh is one of Europe’s largest fresh produce growers, supplying supermarkets across the UK with salads, vegetables, and fresh-cut products. Terrier Agency developed an influencer marketing campaign to connect G’s Fresh directly with health-conscious consumers and home cooks through creator-led recipe and meal prep content.
The campaign activated 213 creators across food, health, and family lifestyle niches, generating 1.2 million impressions and 52,300 engagements — a 7% engagement rate that highlights how well fresh produce content resonates when presented through authentic creator storytelling.
With 498 pieces of content shared across a combined following of 5.6 million, the campaign successfully repositioned G’s Fresh from a B2B supplier into a consumer-facing brand that people actively seek out at the supermarket shelf.
Casting Around a Recipe Format
A fresh produce brand lives or dies on how appetising the product looks in someone else’s kitchen, so casting for this campaign ran across food, health and family lifestyle creators rather than a single niche — the shortlist was built against who a health-conscious home cook actually follows, not raw follower count. Each profile was checked by hand before outreach, usage terms were agreed before content went into production, and finished recipe and meal-prep content was reviewed against brand guidelines before it was allowed to go live, in line with the UK’s CAP Code requirement that any post made in return for product is identifiable as an ad before the reader engages with it.
What the Reach Figures Describe
1.2 million impressions, 52,300 engagements and a 7% engagement rate describe how many people saw and reacted to the recipe content across 498 pieces — an attention figure, not a retail sales number. For a supplier better known to supermarket buyers than shoppers, that level of engagement is what the existing copy’s claim of reaching people “at the supermarket shelf” is actually measuring: recognition, not a transaction.
