Firetree is a luxury single-estate chocolate brand, crafting bars from cacao grown in the volcanic soils of the Pacific Islands and Madagascar with full traceability from bean to finished product. Terrier Agency designed a large-scale influencer campaign to build awareness among genuine chocolate lovers, luxury food audiences, and the growing ethical food community.
The campaign activated 152 creators across Instagram, encouraging honest, opinion-led content rather than scripted promotion. With 510 pieces of content shared, the campaign generated 1.1 million impressions and 25,500 engagements — a 2.37% engagement rate across creators with a combined following of 7.8 million.
By letting the quality of the chocolate speak for itself, Firetree earned credible endorsement from exactly the audiences its provenance-led story was made for.
