The Challenge
NutriBullet is a blender brand; this campaign covered the Australian and New Zealand markets. NutriBullet is already a recognised name in Australia and New Zealand, so the campaign was about use rather than awareness, showing what the product does day to day, to keep it front of mind against cheaper alternatives.
Our Approach
We ran a recipe-led campaign across two markets.
- Creators were briefed to produce recipe content rather than product features
- The list covered both Australian and New Zealand audiences
- Selection favoured health, food and family creators whose audiences use blenders regularly
- Content was approved against brand guidelines before going live
Recipe content gave an already familiar product a reason to be shown again.
The Results
The campaign generated 4,237 engagements at a 3.6% engagement rate across both markets.
Selling Use, Not Awareness
An already-familiar product doesn’t need introducing. It needs a reason to be picked up again instead of a cheaper alternative sitting next to it on the shelf. That’s why the campaign was built around recipes rather than product features: showing a blender actually being used for a specific dish gives an audience a reason to reach for the one they already recognise, rather than reminding them the brand exists in the abstract. Terrier’s standard process applied here (creators shortlisted for genuine audience fit rather than reach alone, with every piece of content checked against brand guidelines before it went live) which matters more, not less, for a familiar brand, since inconsistent content does more damage to an established name than to a new one.
What 4,237 Engagements Across Two Markets Represent
4,237 engagements at a 3.6% engagement rate across Australia and New Zealand is a reaction figure, how many people responded to recipe content, not a purchase or repeat-buy number. For a brand competing against cheaper alternatives on repeat use rather than first trial, that engagement rate across food, health and family audiences in two markets at once is what shows the “reason to be shown again” the page’s own approach section describes actually landed with people who cook.
