Longbottom & Co
Mifu built recipe-first creator content that cut through a saturated food & beverage feed. Driving a 4.4% engagement rate against a 1.5% industry average, and a 2.7x return on creator spend.
1M+
Total Reach
3x
Standard Industry Engagement
12,190
Total Engagements
Campaign Objective
Drive product awareness and purchase intent for Longbottom & Co through authentic, recipe-first content that positioned the brand within real, everyday kitchen moments across Instagram.
Challenge
In a saturated food and beverage space where audiences scroll past branded content, impressions alone weren't enough. The brief was to generate genuine intent, saves, shares and comments, and to produce content strong enough to keep working as paid and owned media long after launch.
Approach
Using Mifu's creator search and audience analytics, we identified nine creators reaching both niche food communities and broad lifestyle audiences, and focused on native, recipe-first content built to a standard high enough to serve double duty across organic, paid and owned channels, prioritising creators whose audiences genuinely act on food content.
Results
@mannsgotmunch delivered a viral moment. 1,066 shares and a 13.7% engagement rate on a single piece of content, achieving a 2.7x return on creator spend.
- ✓1M+ combined following
- ✓275K+ video views
- ✓12,190 total engagements
- ✓4.4% average engagement rate (vs 1.5% industry average)
Key Takeaway
When content is made this well, a brand doesn't just rent a moment of attention — it owns a set of assets it can keep putting to work. That's the difference between a campaign and an investment.