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.
