Tork and CJ Influence Set Records for Engagement by Celebrating Unsung Heroes of Culinary

The Challenge

Tork makes the dispensers, towels, and cleaning supplies that keep commercial kitchens running, products that are essential to outstanding food service experiences but largely invisible to customers. The brand had strong sales infrastructure but lacked the demand-side pull that would drive prospects to actively seek out Tork rather than defaulting to cheaper alternatives. The challenge was to create that pull on a tight $75,000 budget, within a niche B2B category where influencer marketing had limited precedent.

The Strategy

CJ Influence designed a campaign positioning Tork as the unsung hero behind every great dining experience, connecting the brand directly to the high standards and excellence of the food service professionals who rely on it. Three carefully selected culinary influencers were identified for their genuine connection to the category and their credibility with the food service audience. The campaign was built around authentic storytelling that made the link between component product quality and outstanding culinary outcomes feel real and relevant rather than abstract.

The Work

The influencers were selected in part because they were already Tork users, ensuring that the campaign reflected genuine experience with the products rather than manufactured endorsement. Content was developed to celebrate the craft and professionalism of culinary work, with Tork positioned as the partner that makes that standard possible. The campaign was designed to drive awareness and engagement within a highly specific professional audience, with clear targets set against impressions, engagements, and clicks.

Results

The campaign generated approximately six million impressions, 140% above goal, 4.6 million engagements, 1,086% above target, and 134,800 clicks, 377% above goal. All three performance metrics exceeded their targets significantly on a budget of $75,000.

The Judges' Verdict

Judges recognised the creativity of the brief and the strength of the results, noting that connecting a component product to the professional pride of culinary workers was a compelling and well-executed strategic insight. The decision to work with influencers who were genuine Tork users was highlighted as a smart authenticity choice. An impressive set of results on a constrained budget.

"Amazing results achieved above goal. Using influencers who were already Tork users was a particularly smart authenticity decision."