The Challenge
Hunter & Barrel is an Australian steak restaurant group built around coal-grilled meats, shareable feastboards and barrel-aged cocktails, with venues in Sydney, Melbourne, Adelaide, Perth and Canberra. A multi-venue restaurant needs a steady stream of local content in every city it trades in, not a single national push.
Hunter & Barrel partnered with Terrier Agency for a creator campaign across its Australian venues.
Our Approach
We recruited food and lifestyle creators in each city and briefed them around the shared-feast experience.
- Creators were matched to the venue nearest their audience so the content drove local bookings
- Briefs centred on the coal grill, the feastboards and the cocktails, the three things that photograph best
- Instagram carousels and TikTok were both used to cover saves and discovery
- Content was reviewed against brand guidelines before publication
The posts linked from this page, including creator Evie McGrath, show the feast-led format.
The Results
Thirty-eight pieces of content generated 1,730,405 estimated views at a 1.91% engagement rate, giving each venue a run of local content and the group a library of dining imagery for its own channels.
Why City-by-City Casting Matters
A restaurant group is a set of local businesses that share a menu. Content from a creator in Perth does little for a table in Parramatta, so the creator set was built venue by venue. The 1,730,405 estimated views were spread across the group’s cities rather than concentrated in one, and the 1.91% engagement rate on thirty-eight posts gives every venue a run of local content and the group a library of dining imagery for its own channels.
