A new product launch is difficult enough in a snacking market this crowded. Doing it as a first ever brand collaboration, with no template inside the business for how such a partnership should work, adds a second problem on top of the first.
That was the position Forest Feast was in with its Matcha Chocolate Almonds, created with PerfectTed. The opportunity was to tap into the growing popularity of matcha and to use trusted creator voices to build awareness, credibility and excitement while reaching audiences the brand had not previously spoken to.
The campaign was designed as a creator-first launch rather than a conventional product push, and it activated 38 influencers across five creator tiers, combining authentic storytelling, premium gifting and experiential marketing.
A tiered approach that put fit ahead of follower count
The team at Kestrel Food developed a tiered influencer strategy that prioritised authenticity over audience size, working across mega, macro, mid-tier, micro and user generated content creators.
The activation combined paid partnerships with gifted collaborations, with 11 paid and 27 gifted creators taking part. Creators were given complete creative freedom, a decision intended to encourage genuine product recommendations rather than scripted endorsements, and the resulting content reached a combined audience of 9.6 million across Instagram and TikTok.
Influencer activity did not run in isolation. PR, experiential activations and the brand's owned social channels amplified the campaign's reach and extended its longevity beyond the initial wave of creator content.
Sophie Clarke, Social Media & Partnerships Executive at Kestrel Food, manages creator partnerships across the whole cycle, from planning and outreach through to negotiation, gifting, campaign execution and reporting, and her stated interest is in building authentic creator relationships that produce measurable commercial results as well as creative ones.
Awareness that carried through to the shelf
The campaign's reach is only part of what the entry rests on. Alongside strong awareness and engagement, it supported continued retail expansion, helping to secure listings in Boots, Costa Coffee and Caffè Nero.
That combination, a first collaboration for the brand delivered through creators and converted into retail presence, is what Clarke describes as the achievement she is most proud of in the work.
The lesson she draws is that authenticity is the foundation of successful influencer marketing. Selecting creators on the basis of genuine brand alignment rather than follower count, and then giving them creative freedom, produced more engaging and more credible content, while combining influencer activity with PR, experiential marketing and owned social significantly increased the overall impact.
Where the model goes next
Forest Feast intends to build on the campaign with larger creator partnerships and future product launches, continuing to develop influencer strategies that combine authentic storytelling with experiential activations and social-first content.
Being shortlisted, Sophie Clarke says, is recognition of the creativity, strategic thinking and dedication behind the campaign, and an opportunity to share the work alongside some of the best in the industry. Her wider view is that influencer marketing will keep evolving, and that the value lies in finding new ways to create meaningful connections between brands, creators and consumers rather than treating creator activity as a one-off promotional exercise.
The winner of Influencer Campaign at the Social Media Marketing Awards will be announced at the awards ceremony on 8 October in London