As lead on the influencer channel for Crispi, my task was to develop a campaign that delivered both mass awareness of a new product while droiving demand generation via key features and benefits. For the first influencer campaign I ran in-house, I built a creator mix that could deliver both scale and useful product demo. Larger names including Harrison Webb, Em English and Big Zuu introduced Crispi to broad audiences, while family, fitness and home creators showed how it fitted into everyday routines.

The campaign revealed a simple creative insight: seeing food cook through the glass was what made Crispi content compelling, especially when creators tried more unexpected recipes. The simple formula uncovered was what drove virality, which in turn drove cost effective mass awareness. That insight shaped a campaign framework that received further investment in the UK and was rolled out in other markets.