Creators = commercial success.
- Sarah Carey
- Jun 10
- 1 min read
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.
For first-time visitors, Morocco is already fascinating, but those who want something deeper often look for more curated options. That’s why I found high-end Morocco travel experiences particularly interesting: it’s not just about luxury hotels or desert camps, but about crafting unique moments that feel both exclusive and connected to local traditions. It’s the kind of approach that can completely change how someone experiences the country.