Yumi's extends partnership with Sticki and DataSauce for digital growth

There's a version of this story that gets told as a numbers play. Four million organic views. A 3.54% sales uplift across six weeks. Over 62,000 click-throughs to retailer sites from a single influencer campaign built around a dill pickle dip. The numbers are good. But that's not really what this is about.

What it's actually about is what happens when a brand with genuine cultural equity, Yumi's has been in Australian fridges for decades, finally gets a digital strategy that reflects how people already feel about the product. Not manufactured affinity. Not a brand repositioning. Just the work of making something people love visible in the places they actually spend time. That's the brief we took on when the partnership with Yumi's and DataSauce began in October 2024, and it's the brief we're continuing into year two.

The renewal, covered by Mi3, signals something we think matters beyond our own business: that influencer and social strategy, when it's built on a paid, owned and earned model with clear performance accountability, belongs at the centre of a brand's growth plan, not at the edges of it. Creator Elli Tamar's 3.5 million organic views weren't a lucky moment. They were the result of a considered approach to matching the right voice to the right product and trusting the content to do its job.

Year two brings live creator activations, larger-scale brand awareness campaigns, and a broader product pipeline to support. We're proud of what the first chapter produced, and more interested in what comes next. Read the full piece over on Mi3 here.