Target Audience

The campaign targeted 18–34-year-old consumers across the UK, with a particular focus on socially engaged audiences discovering new food and drink brands through TikTok and Instagram.

Using audience insight from JungleIQ, Jungle Creations’ proprietary social insights platform, alongside platform and behavioural data, we identified that this audience over indexed on interests including sustainability, local businesses, food culture and creator led content. Insights also showed that younger audiences were increasingly using social platforms as discovery engines for new products, experiences and recommendations.

With this in mind, the strategy focused on creator led storytelling and platform native content designed specifically for short form social consumption. The campaign partnered with food creators whose audiences aligned closely with Inch’s target demographic, helping the brand reach consumers in a more authentic and culturally relevant way.

Alongside driving awareness and engagement on TikTok and Instagram, the campaign was also designed to drive real world product trial through experiential activations and sampling, connecting online attention with offline action.

Client Challenge

Inch’s wanted to increase awareness, consideration and product trial among 18–34-year-olds through social first activity across TikTok and Instagram. The key challenge was translating the brand’s sustainability messaging and local sourcing credentials into content that would resonate with younger audiences in a way that felt culturally relevant and platform native, rather than overly corporate or product led.

With younger consumers increasingly discovering food and drink brands through creator content, short form video and social search behaviours, Inch’s needed a campaign that could capture attention within highly competitive social feeds while also driving meaningful brand recall and real world trial.

The campaign also needed to balance long term brand positioning around quality, taste and local sourcing with commercially focused outcomes including engagement, reach, consideration and sampling.

Agency Solution

Using audience insight from JungleIQ, Jungle Creations’ proprietary social insights platform, alongside platform and behavioural data, Jungle Creations developed a social first strategy designed specifically for TikTok and Instagram.

The creative approach centred around “Local Tastes Better”, translating Inch’s local sourcing and sustainability messaging into creator led content that felt native to short form social platforms.

Rather than relying on traditional product messaging, the campaign used food creators, platform first storytelling and entertainment led formats to drive attention and engagement with younger audiences.

Jungle Creations partnered with creators including Alfie Cooks and Hey Renu to produce a series of short form social videos built around a simple creative mechanic: creators were challenged to source ingredients from within a 40 mile radius of their location and create recipes featuring Inch’s cider.

The campaign combined organic social, creator partnerships and paid social amplification across TikTok and Instagram, ensuring content was optimised for platform behaviours, discoverability and engagement.

To connect online engagement with real world action, Jungle Creations also developed an experiential sampling activation centred around the Inch’s Honey Mustard Smashburger. The activation extended the social campaign into physical trial moments through Uber Eats, Deliveroo and on site experiences, helping drive both awareness and product sampling at scale.

The Results

The campaign delivered strong performance across awareness, engagement and real world product trial, exceeding campaign KPIs across both TikTok and Instagram.

Using a combination of creator led content, paid social amplification and experiential activations, the campaign generated:

• 17.8M video views across social platforms
• Reach of 5.1M within the target demographic
• 60K+ engagements across campaign content
• Strong positive sentiment across creator and brand content, particularly around taste and sustainability messaging

The campaign also delivered measurable brand impact through Meta Brand Lift studies, including:

• A +13.4 point lift in ad recall, more than double Meta benchmarks
• +20.4 point lift in ad recall among 18–34-year-olds
• +2.2 point increase in brand awareness within the target audience
• 63% uplift in association with “appealing taste” through Instagram polling

To connect social engagement with real world action, Jungle Creations developed an experiential sampling activation that extended the campaign beyond digital platforms. This resulted in:

• All burgers sold out through the campaign activation
• 16,000 Inch’s cider samples distributed in two weeks

The campaign successfully combined social first creative, creator partnerships and platform native storytelling to drive both commercial impact and brand engagement among younger audiences.

The work was shortlisted at the Campaign Media Awards 2025 and went on to win Best Use of Social Media for Food & Drink at the Global Social Media Awards.