The Challenge
Haskapa is a health food brand built around the haskap berry — an edible berry native to the northern hemisphere, rich in antioxidants and anthocyanins. Launching into a crowded health food marketplace with little to no existing brand footprint, Haskapa needed a cost-effective way to reach health-conscious consumers and build credibility fast.
The berry itself was the biggest hurdle: a genuinely distinctive superfood ingredient that most target consumers had simply never heard of. The brand had to build trust and awareness simultaneously, without a large budget, while competing within Instagram’s highly saturated food sphere.
Our Approach
We designed and executed a micro-influencer campaign to support Haskapa’s launch, focusing on Instagram’s food community — one of the platform’s most popular and competitive sub-spheres. Rather than chasing high follower counts, the strategy prioritised real users with genuinely engaged audiences.
Waves of relevant influencers were identified through competitor analysis and interest-based targeting, ensuring every partner aligned with Haskapa’s audience. Crucially, all outreach and communication ran through Haskapa’s own channel, allowing authentic brand relationships to develop over time rather than one-off transactional posts.
Influencers produced recipe content featuring the haskap berry, which was uploaded to the Haskapa website — generating cost-effective, authentic material. The influencer pool was built up in waves, with performance data from each phase informing the next round of outreach.
The Results
The campaign gave Haskapa a foothold it previously lacked: an engaged, niche-relevant influencer pool, genuine brand-influencer relationships, and a growing library of authentic recipe content on its own site. For a new brand with an unfamiliar ingredient, that combination of credibility and targeted reach within health-conscious food audiences was exactly what the launch needed.
