Artisanal smallgoods brand, Andrew’s Choice, engaged The Content and Social CliQs to bolster the brand’s TikTok presence and curate user-generated content that would not only captivate but also inspire and entertain the brand’s audience.

In a bid to resonate with the carnivorous appetites of Australian food enthusiasts, we strategically leveraged TikTok’s trending audio features, seamlessly blending appetising recipes with viral music snippets. This resulted in the creation of over 40 pieces of user-generated content, including a single viral video that garnered a staggering 7 million organic views.

Artisanal smokehouse Andrew’s Choice has seen outstanding success on TikTok promoting their fine selection of smallgoods and high-end meats thanks to The Social CliQ and The Content CliQ.

The brand, which prides itself on doing everything with Meraki (a Greek term meaning to do something with one’s soul, infused with creativity and love), has been a client of The Social CliQ since September 2022.

To successfully target a meat-loving Australian audience keen on recipe inspiration, we leveraged TikTok’s trending audio feature to pair delectably prepared recipes with viral music snippets. The result was the execution of over 40 pieces of user generated content executed by The Content CliQ’s talented Creator network, resulting in 7 million organic views for a single viral video. A coordinated approach that included the use of ads and boosted posts saw over 2 million video views, 2000+ new followers and 107 website clicks in December alone (bringing their following to a total of 11K+, having started with 20).

Trending TikTok audios were particularly effective in driving brand awareness and community building, with specialist TikTok Creators used to produce high quality videos that emphasised sensory enjoyment and showcased the high quality of the meat products. With TikTok increasingly used as a product discovery tool, we expect the Andrew’s Choice brand to continue to reach new audiences in 2023 and beyond.