Creators triple reach for FT Appetites
.png){kind=logo}
Background
Objectives
Professionals aged 25–45 interested in lifestyle, culture and food.
Drive awareness and engagement for FT Appetites, positioning it as a premium lifestyle hub beyond finance.
Goals
Build awareness
Drive engagement
Inspire subscriptions
79.5k
@xanthemross
Sustainable food creator and chef
Interests
🌱 Sustainability
🍳 Cooking
🏡 Lifestyle
🎬 Culture
Food focus
UK reach
Cultural depth
548k
@shelinacooks
Chef, author and MasterChef winner focused on vibrant, joyful food content.
Interests
🌍 Fusion meals
🥘 Batch cooking
🇲🇺 Mauritian recipes
🥘 Family cooking
Batch cooking theme matched brief
Natural inclusion of box items
Advocated practical food reuse
1.4m
@juliusroberts
Farmer and chef sharing food and lifestyle content
Interests
🍽 Food
🌿 Lifestyle,
🐑 Farming
🎥 Storytelling
Trusted voice
Premium fit
Authentic tone
137k
@truffleandtoast
Lifestyle creator spotlighting London dining and experiences
Interests
🌆 London
🍴 Dining
☕ Lifestyle
🎬 Culture
City focus
Audience match
Authentic tone
162k
@partnerinwineuk
Creator sharing travel, culture and food experiences
Interests
🍷 Wine
🍴 Pairings
🍽️ Dining
✨ Lifestyle
Relatable tone
Niche fit
Visual storytelling
Strategy
Meet our Influencers
Creator-led content shot on location across restaurants, homes and UK experiences.
Instagram Reels, Stories and carousels blending editorial insight with authentic creator storytelling.
Research Insights
Results
Campaign Results
Research statistics
The campaign elevated FT Appetites from launch to lifestyle destination. Creators delivered premium, food-led content that drove strong engagement and tripled reach, helping the Financial Times connect with a younger, culture-curious audience.
The campaign elevated FT Appetites from launch to lifestyle destination. Creators delivered premium, food-led content that drove strong engagement and tripled reach, helping the Financial Times connect with a younger, culture-curious audience.
4.4m
Impressions
+195% Overdelivery
73k
Engagements
+144% Overdelivery
50k
Clicks
+454% Overdelivery
4.4m
Impressions
+195% Overdelivery
73k
Engagements
+144% Overdelivery
50k
Clicks
+454% Overdelivery
4.4m
Impressions
+195% Overdelivery
I had no clue! Will check it out regularly now! ♥️
I actually bought the FT weekend today following this advert 👏
73k
Engagements
+144% Overdelivery
I had no clue! Will check it out regularly now! ♥️
50k
Clicks
+454% Overdelivery
4.4m
Impressions
+195% Overdelivery
73k
Engagements
+144% Overdelivery
I actually bought the FT weekend today following this advert 👏
4.4m
Impressions
+195% Overdelivery
73k
Engagements
+144% Overdelivery
50k
Clicks
+454% Overdelivery
4.4m
Impressions
+195% Overdelivery
I had no clue! Will check it out regularly now! ♥️
I actually bought the FT weekend today following this advert 👏
73k
Engagements
+144% Overdelivery
"The team were incredibly responsive to feedback and ensured everything was delivered on time: from longlisting creators to reporting on performance. We achieved excellent engagement, making us eager to work with the team again."
Key Learnings
Hero talent inspires
Julius’s storytelling set the creative benchmark.
Lifestyle content converts
Relatable food moments resonated deeply.
Paid boosts scale
Amplification extended reach efficiently.
Editorial synergy wins
FT’s authority reinforced creator storytelling.
Ready to elevate your marketing strategy?
Let’s add some spice to your next campaign 🌶️
I had no clue! Will check it out regularly now! ♥️
I actually bought the FT weekend today following this advert 👏