Tofunmi Alo
The Challenge
Deli Kitchen needed to build awareness across its entire portfolio from everyday Breads of the World staples to specialty items like Protein Crumpets and Pinsa. Activating each SKU individually would fragment budget and limit scale. The objective was to drive broad, efficient reach across multiple products within a single campaign.
The Strategy
We executed one coordinated campaign wave covering seven SKUs, activating 35 UK-based micro and mid-tier creators across food, lifestyle, and family niches. Each creator received an average of four products, enabling varied, multi-format content across Instagram and TikTok.
Our approach used a tiered influencer model:
Mid-High Influencers (150K–300K followers)
Average cost per influencer: £1,405
Drove scale and upper-funnel awarenessMid-Low Influencers (50K–150K followers)
Average cost per influencer: £805
Balanced reach with engagement and authenticityMicro Influencers (10K–50K followers)
Average cost per influencer: £448
Delivered cost-efficient reach with highly engaged niche audiences
This pyramid structure optimized spend across creator tiers, ensuring both reach and resonance while maintaining strict cost efficiency. Content formats included GRWM breakfasts, lunchbox inspiration, dinner recipes, and snack ideas - all showcasing Deli Kitchen products in real usage contexts that resonated with everyday shoppers.
The Outcome
The campaign delivered measurable commercial impact:
Greater share of wallet through multi-product exposure
Increased trial and repeat purchase driven by authentic meal inspiration
Stronger brand affinity through relatable, creator-led storytelling
Retail-ready content library that can be distributed through retail media channels, extending campaign value beyond organic social.
The most successful posts didn't rely on creator personality or entertainment value. They focused on the process: showing the product in use, demonstrating versatility, and making the food look achievable.
Recipe walkthroughs, step-by-step meal prep, and "what I made for lunch" formats consistently outperformed content built around creator charisma or trending audio. For a grocery brand competing at shelf, utility beats personality every time.
This insight has direct implications for brief development: clear format guardrails + recipe freedom = content that drives both engagement and purchase intent.
About Sway Me Good
Sway Me Good helps brands run paid collaborations, gifting, UGC, and affiliate campaigns within a single platform—with built-in creator matching, execution, and performance tracking.
Ready to see what strategic creator marketing can do for your brand?
Email gad.harari@swaymegood.global to request a complimentary consultation session.
