The #Gift
A regular tasting experience offered by Nene Chicken Australia, for 3 months
The Industry
Quick service restaurants, Korean fried chicken, food and hospitality
The Influencers
Food, content creator and lifestyle creators with 1,000+ followers, any gender, based in Victoria and New South Wales
The challenge
Nene Chicken Australia sells Korean fried chicken through physical stores. That creates a specific commercial problem: the product is regional, it's perishable, and the purchase decision is made in a fifteen-minute window when someone is hungry and choosing between five options.
You can't solve that with a brand campaign. You solve it by being visible, repeatedly, in the feeds of people who live near a store.
Three goals sat behind the Team Nene Trial gift:
- Build a standing roster of local food creators rather than running a one-off burst. The gift was structured as a three-month invitation, not a single meal.
- Get new menu items in front of an audience before they hit the mainstream menu. Creators were invited specifically to taste new menus.
- Concentrate visibility in Victoria and New South Wales, where the store footprint is, instead of spraying reach across a country most of which can't buy the product.
The solution
The gift was worth $150 — modest by influencer standards. What made it work wasn't the value. It was the shape.
Most food gifting is transactional. One meal, one post, done. Nene Chicken Australia offered something different: an ongoing tasting relationship across three months, with new menu items and recurring credits. Creators weren't being paid for a post. They were being invited into the brand.
That changes creator behaviour in two ways. First, it gives them a reason to come back — you can't post about a three-month tasting program once. Second, it removes the pressure to make a single piece of content carry the whole collaboration, which is usually what makes gifted content feel stiff.
The numbers reflect it. The $150 tier on #gifted sets a fair exchange at two Stories and a post. Creators delivered 2.36 posts per collaboration on average, and 52 pieces in total.
The Results
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