The Brief
Instant Brands (the company behind Instant Pot, Pyrex and Corelle) is a household name in kitchens worldwide. Terrier Agency partnered with Instant Brands UK to launch its most ambitious influencer marketing campaign to date, built to drive product awareness and recipe inspiration across social media.
Creators
Terrier activated 317 creators for the campaign, building a combined following of 138.4 million across the group.
Content
Creators demonstrated the versatility of Instant Pot through quick weeknight dinners, batch cooking and viral recipe trends, sharing 1,581 pieces of content over the course of the campaign.
Results
The campaign generated 117.4 million impressions and 1.8 million engagements, at a 1.6% engagement rate, one of the highest-reach influencer campaigns in the UK food and kitchenware space. It cemented Instant Brands’ position as the kitchen appliance of choice for busy, health-conscious consumers looking to cook smarter, not harder.
Instant Brands: reaching new demographics
Beyond the core UK creator programme, Terrier ran a demographic-targeted micro-influencer push to introduce Instant Brands’ wider range (air purifiers, cookware and homeware, rather than the Instant Pot alone) to audiences who never knew the products existed. Each item was matched to the creators most likely to resonate: family influencers for everyday cooking convenience, foodies for baking and barbecue, and interiors creators for lifestyle placement.
The campaign reached a total potential Instagram audience of 37,925,981, drew a combined creator following of 6,105,156, generated 25,585 engagements and 165,000 TikTok views, giving Instant Brands’ own channels a steady pipeline of authentic, creator-led content to reshare.
