The #Gift

$200 food & drink voucher — bring the friends & family

The Industry

Hospitality & casual dining

The Influencers

Nano & micro food & lifestyle creators (2K+)

‍

Ready to Contra Gift?

The challenge

Get the burger seen — everywhere at once

TGI Fridays was putting a new smash burger on the menu, and a new menu item lives or
dies on one thing: do people know it exists, and do they want to try it? A press release
wasn't going to do that. A billboard wasn't going to make anyone hungry the way a friend
raving about their lunch can.
‍

So instead of just talking about the burger, TGI Fridays handed it over. Creators were given
a $200 voucher to bring their friends and family in, order the burger, and share the
experience with their followers in their own words — no stiff scripts, no staged perfection.
Just real people out for a meal, trying a new burger and saying what they actually thought.
‍

For a launch, visibility is the whole game. Real creators, dining in with the people they'd
normally eat with — that's what gets a new menu item noticed and tried.
‍

The goal was simple and national: get the burger in front of as many of the right people as
possible, in as many feeds as possible, fast. The campaign ran open to food, lifestyle and
content creators aged 18 to 45 across New South Wales, Victoria, Queensland, Western
Australia and South Australia — so the burger showed up in feeds right around the country.

‍

The solution

Small creators, seriously engaged crowds

The campaign leaned on a mix of nano and micro creators rather than a handful of big
names — and that was deliberate. From 366 applicants, 27 were booked: chosen for how
well their community fit, not for follower count. Smaller creators tend to have tighter, more
engaged audiences — the kind that reads the comments, asks which location it's at, and
actually turns up to order one.

‍
That focus showed up in the numbers. Those 27 creators reached 953,694 people at a $0.21
CPM, and drove 2,774 engagements — an average of 146 per creator, at just $0.07 a piece.
For a national launch, that's reach and genuine interest at a cost that's hard to match with
paid media alone.

‍
Nearly a million in reach, 2,774 engagements, and 43 pieces of content the brand owns.
A genuine win-win.

‍
And TGI Fridays didn't just rent that reach for a day. The campaign delivered 43 pieces of
content — a healthy spread of Instagram Stories, Reels and TikTok — that the brand keeps
and can reuse across its own socials, paid ads and wider brand assets long after the last
post went live. Real businesses, real people, real results.