Brand: Aussie Select
Industry: CPG / Food Brand
Campaign Type: In-Store Creator Content
Platform: Mustard.love
Aussie Select partnered with Mustard to activate local creators who visited stores and showcased the brand’s products through authentic social media content. Instead of relying only on traditional ads, the campaign used creator storytelling to bring Aussie Select products into real shopping and food moments.
The campaign generated 2.9M reach, 1.0M plays, and an 8.2% engagement rate from creator content featuring Aussie Select products in-store and at home.
Campaign Results
2.9M reach
Creators generated large-scale visibility for Aussie Select across social media.
1.0M plays
Short-form creator videos drove strong viewing engagement by showing the products in real shopping and meal moments.
9.3K likes
1.2K comments
3.8K shares
8.2% engagement rate
A strong engagement rate for a consumer packaged food brand campaign.
Creator Participation
Mustard connected Aussie Select with creators interested in grocery finds, food content, product reviews, and lifestyle storytelling.
5,372 creators invited
255 applications received
54 creators booked
These creators collectively represented over 444.6M local followers, helping introduce Aussie Select products to new audiences at scale.
Collaborative Content Performance
2.9M
Reach
1.0M
Plays
9.3K
Likes
1.2K
Comments
3.8K
Shares
8.2%
Engagement
Top Performing Creator Posts
These creator posts helped introduce Aussie Select to new audiences by featuring the products in store aisles, grocery hauls, and food-focused content.
Creator post featuring Aussie Select products as part of a grocery and meal moment
In-store creator reel highlighting Aussie Select product discovery
Creator content showcasing Aussie Select products in a real shopping experience
Audience Reaction
My mouth is still watering from those lamb pastrami and hot ham sandwiches that @oscarsdenver made for us! Thanks @leeverslocavore for carrying the @aussieselect line. Thanks @aryonnarichard for the review.
wegmans is the best. the slices of the meat look perfect 🔥😍 lamb prime rib on sour dough is the best combo 🔥🙌
@wegmans always have delicious food 🍖🔥. I been eating there since high school back in 09 😅
😍🍳 Love that it’s halal and ready to serve — perfect for quick, tasty breakfasts 🙌✨
Why It Worked
- Creators showed the products in real retail environments
- Food content made the products feel tangible and craveable
- In-store discovery and grocery storytelling felt authentic
- Audience comments reflected interest, appetite, and purchase intent
For CPG brands, creator content works especially well when it helps shoppers picture the product in their own lives. Aussie Select’s campaign turned in-store visits and product discovery into highly engaging social content that reached millions of people.
The Result
Through Mustard’s creator network, Aussie Select was able to generate large-scale awareness and strong engagement for its food products through authentic creator storytelling.
The campaign reached 2.9 million people, generated 1.0 million plays, and helped showcase Aussie Select products in a way that felt natural, useful, and compelling to consumers.
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