Arnott's Entertainers
TRIBE ran an influencer marketing campaign for Arnott's Entertainers crackers in which 16 creator posts reached combined followers of 834,718 and drew 9,709 likes and comments.
Case in 60 seconds
Arnott's Entertainers is a cracker range created to accompany dips and cheeses across three variants, so the product only makes sense in the context of a spread it is served with rather than on its own.
The campaign appears to turn on the platter being the unit of content that food audiences already share, because a cracker photographed alone carries no occasion while a platter carries the hosting moment the range was built for.
Serving Entertainers crackers for occasions big and small, which puts the range inside everyday hosting rather than reserving it for a single event type.
TRIBE briefed creators to submit posts with a cracker platter, and 16 creator posts were produced against that brief, with the three flavour variants of Rosemary and Sea Salt, Crispy Oat with a Hint of Honey and Poppy and Sesame Seed Scoops available to style into each spread.
TRIBE reports 16 creator posts, combined followers of 834,718, 9,709 likes and comments, an engagement rate of 1.16%, and average CPE figures of 0.28, $0.37 and 0.51.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- TRIBE (lead_agency)
Participation mechanic
- Creators submitted their own posts against an open brief, so the mechanic sat with the creator marketplace rather than with the audience, which took part only by liking and commenting.
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| average cost per engagement | Average CPE 0.28 $0.37 0.51 | engagements |
| combined followers | Combined Followers 834,718 | performance |
| creator posts | Creator Posts 16 | content_pieces |
| engagement rate | Engagement 1.16% | engagement_rate |
| likes and comments | Likes & Comments 9,709 | performance |
Why TRIBE's strategy worked
- 1
A one-line brief that names the artefact rather than the message, in this case a cracker platter, keeps 16 submissions on-product while leaving flavour choice and styling to the creator, which is where the variety in the set comes from.
- 2
Casting food and entertaining creators puts a shared-occasion product in front of audiences already primed to comment on spreads, and the comments TRIBE prints respond to the platter and to a named flavour rather than to the brand.