Creators = commercial success.

We recently picked up a The Drum Award for tackling a real brand challenge: drive relevance with younger audiences and cement Harvester as a nationally loved brand, not just a nostalgic favourite.

We went big on flavour — and even bigger on culture. 

Partnering with a new generation of creator, TikTok's king of over-the-top food content, Elburritomonster (aka Oli Paterson), we launched a through-the-line influencer partnership spanning social content, in-restaurant activation, and menu innovation. 

The content appeared everywhere — from TikTok to table talkers to curated menu flavour profiles.

The results? 

⭐️ 12+ million impressions

⭐️ Awareness more than doubled amongst target audience (18-24s) 

⭐️ Thousands of directly attributable bookings 

But what actually drove success? Picking the right partner with audience relevancy - and going all in - to build a campaign with impact.  We didn’t just want an influencer. We wanted a creator, someone who could bring energy, ideas and a genuine audience connection.  The right creator doesn't just drive views - they drive footfall, brand love, and cultural clout.

If you want to chat more about our data-led approach to identifying and activating influence within the creator era, get in touch.