The Brief

Global Knives launched a campaign called “My Take On,” with the objective of inspiring food creators to reinvent classic fast food dishes into healthier, elevated “fakeaway” versions. The brief was very flexible, all they wanted was for their products to be integrated subtly but in an effective way. 

While key messaging around the knives was important, the brief allowed for plenty of creative freedom, allowing creators the flexibility to develop content in their own style, whilst targeting the general consumer, particularly those interested in cooking, recipe content, and kitchen tools. 

The Approach

Global Knives came to us with one of our top foodie creators in mind, Lily Southall. We helped them to shape the content concept with the fit of the campaign’s goal, while showcasing how Lily’s unique take on food content would resonate with their audience. Known for her love of food and non-restrictive, authentic approach to eating, Lily stood out as someone who could deliver the brief in a relatable way. 

The campaign was active on TikTok, where Lily shared her incredible Crispy Chilli Beef recipe, that integrated Global Knives perfectly as part of the preparation process. Global Knives also complemented the organic reach with paid amplification to increase the views and engagement! 

The Results

Lily’s content performed extremely well. Her TikTok achieved a total of 1.3M views, with a highly engaged audience, and everyone asking for the recipe and the products she used! Global Knives were extremely happy with the results, and asked if they could work with Lily again but on a UGC campaign!