Can you handle the heat of the dragon?

Thai Dragon

| Influencer campaign

1.

Brief

To drive awareness and trial of Thai Dragon’s sauces, in particular the brand’s famous Sriracha Hot Chilli Sauce and Siracha Mayo

2.

What Pier did

We delivered an influencer campaign, gifting foodie and lifestyle influencers across TikTok and Instagram with a desirable Thai Dragon-branded gift

3.

Impact

Our campaign generated 12 high quality pieces of content, gaining a reach of nearly half a million

Overview

We were asked by long-term client Surya Foods to boost awareness of their brand Thai Dragon and encourage more people to try their famous Sriracha Hot Chilli Sauce and Siracha Mayo for themselves.

Working with creators across both TikTok and Instagram, we devised an influencer campaign, gifting 25 food and lifestyle influencers with a Thai Dragon-branded hamper of gifts. We kept our gift simple to achieve content which was food and flavour-focused, and drove home key messages to encourage trial.

Through thoughtful influencer consideration and working closely with our talent to create tailored content, we secured 12 pieces of quality content across TikTok, Instagram Reels, grid posts and stories.

Due to the variety of influencers we worked with for this campaign, we gained an impressive reach of 470k.

Story

Surya Food’s brand Thai Dragon is home to the UK’s top selling sriracha sauce. Surya asked Pier to help cement Thai Dragon’s Sriracha Hot Chilli Sauce in the minds of consumers as the only sriracha of choice when looking for a hot sauce.

To deliver this message, we delivered an influencer campaign designed to reach variety of audiences across TikTok and Instagram.

Our target audience was affluent but time-poor Tesco shoppers – people who are looking for easy ways to inject some excitement into their meals. Starting with some focused influencer scoping, we researched food influencers who could bring the sauces to life for their audiences. An important key message for the campaign was that Thai Dragon’s Sriracha Mayo is naturally vegan, so we also focused on vegan as well as general lifestyle influencers to ensure there was a diverse mix of consumers.

We carefully curated a bespoke gifting package for our hand-picked influencers which included a selection of Thai Dragon sauces, Thai Dragon Sweet Chilli Prawn Crackers to ‘dip’ and a luxury Thai-style serving dish. All of this was wrapped in bespoke Thai Dragon-branded tissue paper to amplify brand awareness, and accompanied by a WOW sheet containing a challenge for the influencers to see if they could ‘handle the heat of the dragon,’ which prompted some great content.

A stand out piece of campaign content was from vegan TikToker, Luna Leigh. Luna enthusiastically shared her Thai Dragon gift hamper with her 92.7k followers, which was a great start in promoting the brand across TikTok.

In total the campaign resulted in 12 quality pieces of content and reached over 470k consumers across the food and lifestyle sectors. The variety of content which came in was incredibly rich, and included recipe videos, unboxing content, lust-worthy food photography and ‘What I eat in a day’ videos, which was perfect to ensure we were targeting a wider variety of different audiences.

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