Juice, juice, juice. Say it three times, and you’ll unleash this case study.
Being an influencer marketing agency for the Bega Group, we’ve had the privilege of leading influencer campaigns across their yogurt, cheese, cream cheese, VEGEMITE, peanut butter, milk, and honey portfolios across their iconic family of brands.
And this time, Bega came to us with their trio of juices – Daily Juice, Mildura, and The Juice Brothers. Same parent company. Same product category. Same type of marketing campaign.
But each after an entirely different target audience.
Here are the influencer ad campaigns that helped all three brands show up differently by capitalising on clear creator niches and brand positioning, making each juice feel personal – like it was made just for its audience.
Just juice? Don’t be silly.
Daily Juice, Mildura, and The Juice Brothers might share a shelf, but this was an opportunity to tell three very different stories and reach three very different groups of Aussies.
So, instead of a one-size-fits-all approach, we let each juice shine through brand partnerships with a mix of content creators who were the best in their niche – be it comedy, family, health or lifestyle.
Each juice brand had a distinct campaign objective, which became our creative compass.
Mildura was out to be the fruit drink that’s THE refreshing way to refresh.
And if you’re in search of a Gen Z audience, comedy content creators are often a reliable way to go. Including lo-fi edits, voiceovers, skits and/or punchlines worthy of becoming your next vocal stim, we didn’t just need influencer content that entertained – we needed shareable material that aligned perfectly with how younger audiences consume and communicate on social media.
Platform algorithms favour watch time and replays, and comedy creators delivered exactly that.
For this more premium play, we focused on aesthetically rich, informative content strategies from nutritionists, wellness creators, and food influencers. Industry experts you could trust.
These content creators attract users looking for daily inspiration (e.g. smoothie recipes, clean label swaps, active rituals, health trends, etc.) – and this type of content earns saves, shares, plus and high watch and repeat time.
Engagement rate signals that prove this Reel is nothing short of stellar.
Enter the mum creators, local influencers, and family foodies.
Their content thrives on relatability, authenticity, usefulness, and shared tidbits. Think morning routines, parenting hacks, and daily “What’s in my kids’ lunchboxes?” updates.
Within the realm of Instagram influencers, brand partnerships of this genre are a magnet for community engagement. Mums LOVE to comment and share…
Just check your DMs with your own mum.
By aligning creator niches and storytelling techniques with each brand’s objective, we weren’t just creating influencer marketing content about juice. We were incorporating juice (or fruit drinks, as Mildura prefers) into moments and formats audiences already love to engage with.
By allowing content creators to tailor their influencer posts per their unique style and audience, the result was a suite of wildly different, yet perfectly aligned content pillars across the board.
Earning chuckles and shares a-plenty, Mildura’s comedy skits (like this top-performer by @coopandkylie on Instagram) kept users entertained with a style of humour that’s distinctly Aussie.
With a 4.16% engagement rate, it’s giving young and fun. As intended.
Spend the day with @__gracefield as she focuses on her health and wellbeing – with a side of The Juice Brothers, of course.
By presenting the juice as a perfect addition to an active lifestyle, content strategies for The Juice Brothers involved solidifying its appeal amongst health-conscious consumers.
And judging by performance metrics, we sure did.
“There’s nothing more appealing to me than a nice, slow Sunday morning at home with the family” – @shannengunning, 2025
With an opening line like that, you already know that this Instagram Reel sets the scene for wholesome content, positioning Daily Juice as the perfect addition to everyday family moments.
You can really tell the differences between these niches, if we say so ourselves.
And beyond that, each influencer campaign attracted a distinct viewer profile, validating our creator targeting strategy. Mildura content boasted a comment section full of “Hook the Mildura to my veins” and “How good’s a Mildura on a barmy summer’s day, oof!”
The Juice Brothers? Praises were sung in the form of a “great brand” and “good quality OJ” and “so so delicious” – as expected, as per the brand’s initial goal.
Lastly, Daily Juice generated warm, relatable conversations — mums tagging other mums, sharing recipes, and reinforcing the brand’s everyday credibility. Quotes include: “Can’t wait to try the berry and apple crush” and “Best idea for summer afternoons!”
These influencer marketing campaigns with the Bega Group were proof that content is never just about what you sell, but how you show up.
It’s also proof that an influencer marketing agency, like ourselves, aren’t just about sending off outreach emails, generic influencer briefs, or hands-off campaign management.
No, we’ll find you the best talent to bring your vision to life – guided by your goals, your offering, and what makes you tick.
When you let content creators do what they do best, and when you acknowledge that audiences are never one-size-fits-all, you get content that sticks.
If you’ve reached the end of this, you’ve read over 800 words.
Maybe treat yourself with some juice. We know a guy, or three.
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