The #Gift
$150 dining voucher To dine at any Italian Street Kitchen across NSW & QLD, for Stories + a feed post or Reel.
The Industry
Hospitality, restaurants and casual dining
The Influencers
Food, lifestyle & content creators,
20–38, with engaged audiences in NSW & QLD
The challenge
Italian Street Kitchen, the modern Italian restaurant group from Blue Coral Concepts, wanted to do
what every great restaurant does best: get people through the door and around the table. The brief
was organic reach across a range of categories — not just food, but lifestyle and everyday content
too — and imagery that showed real people having fun, eating well and enjoying themselves in the
venues. Rather than polished, staged advertising, the brand wanted content that looked like a
recommendation from a friend: someone you follow, sharing a genuinely good night out — reaching
the locals most likely to book their next dinner.
The solution
Through #gifted, Italian Street Kitchen offered creators a $150 voucher to dine at their nearest
location, in exchange for at least three Instagram Stories and one feed post or Reel. Because
creators were rewarded in experience rather than cash, every collaboration felt authentic — real
meals, real reactions, real venues. The gift was opened to food, lifestyle and content creators aged 20–38 with 3,000+ followers
across New South Wales and Queensland, so every post reached people who could realistically
book a table. From 504 applicants, 123 creators were selected on audience fit rather than follower
count, then sent to dine across the network — averaging 3.07 posts each for a year-long, always-on
stream of content.
The Results
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