Peppadew is the brand behind sweet piquante peppers, and it needed to show home cooks just how versatile they are. Terrier Agency built a large-scale creator outreach programme around cooking influencers, tasking them with developing original, recipe-led content featuring the peppers.
The outreach phase contacted over 2,000 food and cooking creators, converting 149 confirmed collaborations. Together they produced 104 pieces of original content, accumulating over 300,000 estimated views, 10,744 engagements, and a combined audience reach of 2 million people.
Beyond the reach, the campaign delivered a bank of visually compelling user-generated content that Peppadew repurposed to enrich its own social feeds, turning a niche ingredient into a mainstream kitchen staple.
Turning 2,000 Cooking Creators Into 149 Recipe Collaborators
A niche ingredient like a piquante pepper needs to be shown being used before a home cook will buy it, which is why the outreach here ran wide, over 2,000 food and cooking creators contacted to find the 149 who would build an original recipe around the product rather than simply feature it. That conversion rate reflects the brief: creators were asked to develop recipe-led content, not read a script, so the pool had to be large enough to find people who could genuinely cook with the ingredient rather than pose with it.
What 300,000 Views and a Reusable Content Bank Add Up To
104 pieces of content, over 300,000 estimated views and a combined reach of 2 million describe how many people saw the recipes, not how many cooked one, but the campaign’s lasting value shows up separately, in the bank of usable cooking content Peppadew has been able to repost on its own channels since, turning a one-off outreach programme into an ongoing supply of brand content.
