10M+
Total interactions
TikTok + Instagram combined
4M+
Combined audience reached
Two channels, one strategy
2
National retailers
Coles & Woolworths nationwide
01 The challenge

A seasoning brand, a porn star and every Coles in Australia.

Behind the scenes with a 4M-follower creator during his biggest national campaign.

Mingle Seasoning needed to go from a niche online following to supermarket shelves, fast. The brand was anchored to Ben (Girthmasterr), one of Australia's most prominent digital creators, whose content is very much not family viewing. The corporate side wanted it safe; his audience followed him because it wasn't.

My job was to be Ben's person inside it. Keep his channels running, capture everything on the ground, and make sure nothing sounded off while a national campaign was being built around him by people who didn't know his voice as well as I did.

Mingle Seasoning campaign shoot
02 The insight
The campaign concept
"Down to Flavour" was a double entendre that his audience got instantly and retail buyers read as clean product copy. I didn't coin it, but I got to watch it work from very close range.

Ben's audience can spot a brand post instantly, so every piece of content had to sound like Ben wrote it himself.

I'd been running his socials for months, so I was the one who knew what that sounded like.

03 The strategy

The agency made the plan. I made sure it still sounded like Ben.

The agency's strategy was to make content worth watching and let Mingle show up in it naturally. My job was to make sure Ben's channels reflected that without losing his voice in the process.

Everything still had to sound like Ben. The moment a post felt like an ad, his audience would scroll past it.

The product had to appear naturally. Every post was planned so Mingle felt like part of his world.

Reputational risk was real. Every post needed a judgement call about what was too far for a supermarket brand while still being funny enough for his audience.

04 The execution

The campaign was run by an agency. My role was keeping Ben's end of it moving: his channels, his voice, his content, and being on the ground when it mattered.

Pre-campaign
Post scheduling system rebuilt. Audited the existing workflow, identified inefficiencies, rebuilt the system so both channels could post on time, every time.
Campaign development
Social content calendar. Built and managed the full content calendar across TikTok and Instagram. Every post had to work for his audience and the brand.
Sydney, On set
National shoot + Channel 9 Today Show. Travelled to Sydney with Ben. Captured BTS and social content on set throughout the campaign shoot. Supported logistics during his live Channel 9 Today Show appearance.
Campaign live
Content production, live. TikToks, Instagram posts, Reels, Stories, produced and published in real time. High volume, still on brief.
Campaign result
10M+ interactions. Coles and Woolworths nationwide. The campaign generated over 10 million interactions across TikTok and Instagram. Mingle Seasoning launched in Coles and Woolworths nationwide.
On-set BTS, Mingle campaign shoot
DTF Down to Flavour street poster
05 The detail that matters
I wasn't the strategist or the creative director. I was the person making sure that when the agency handed something over, Ben's end of it didn't fall apart.
The role, honestly

Being embedded in a creator's world during a national campaign means doing the jobs nobody puts in the plan: grabbing BTS between takes, getting the post up at the right moment, and knowing his voice well enough that nothing sounds off.

It looks boring on paper, and it's a big part of why the campaign felt like Ben instead of an ad.

06 Results
10M+
Interactions across TikTok and Instagram
The campaign generated over 10 million interactions. Mingle Seasoning launched in Coles and Woolworths nationwide.
↳ Brand went national. Product on shelves in every major Australian supermarket.
07 What the client said
"
"Our collaboration required discretion, fast turnarounds, and a good understanding of the creator space. Hannah delivered consistently and was easy to work with, always reliable, communicative, and proactive in managing tasks. She handled the role with professionalism, attention to detail, and minimal need for supervision."
Ben, Girthmasterr
Creator / Brand Partner, Mingle Seasoning × Channel 9
↳ 4M+ combined following, national campaign
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