Taste Inc is a consumer food brand that wanted to grow both awareness and product trial, getting real people to actually taste the product rather than see an advert. We designed an online sampling campaign, reaching out to hundreds of influential bloggers, YouTubers and Instagrammers with a simple invitation: try the product on your own terms, no hard sell, no deadlines.
Because consumers can spot an #ad at fifty paces, the campaign was built around genuine, unpressured reviews across blogs, YouTube and Instagram. The organic content that followed reached a combined following of 1,230,000 and generated 25,778 engagements.
The result was authentic, multi-platform advocacy that paid promotion alone could never have bought.
Running a Campaign Without a Hard Sell
Sampling campaigns are built differently to a scripted brand deal: bloggers, YouTubers and Instagrammers were invited to try the product with no fixed deadline and no required talking points, which is a deliberate trade, Terrier’s standard process usually locks a brief and a posting date before content is produced, and here that structure was loosened on purpose because a visibly scripted review is what an audience trained to spot #ad content at “fifty paces” tunes out first. Reviews that ran were still required to disclose the relationship; what was left open was the format and the timing, not whether the post was identified as an ad.
What the Following and Engagement Figures Show
A combined following of 1,230,000 and 25,778 engagements across blogs, YouTube and Instagram is a reach and reaction figure, not proof of purchase. It shows how many people were exposed to organic, unpressured reviews, which the existing body already frames as advocacy “that paid promotion alone could never have bought.”
