To celebrate Feta Cheese Day, ZETA chose a different path. Not studio shoots. Not over-produced food content. Instead, they turned to creators.

The idea was simple. Invite creators to interpret feta cheese in their own way and create
feta-inspired dishes that felt real, seasonal, and genuinely inspiring.

The response was immediate.
— 130 creators applied.
— 28 were selected.

With a clear but open brief, creators were given space to cook, create, and communicate in their own voice. The result was content that didn’t feel like marketing, but still delivered on brand. And it showed.

The campaign reached 392,000 accounts through posts and generated
26,000 story impressions, with an engagement rate of 1.29%.

But the numbers only tell part of the story. What made this campaign work was trust. ZETA trusted creators to understand both their audience and the product. Creators trusted the brand to give them creative freedom and audiences responded to content that felt authentic instead of forced.

No hard sell.
No scripted captions.
Just food people actually wanted to cook.

This campaign is a clear example of what happens when creators and brands meet on equal terms. When collaboration replaces control, and creativity drives performance. That’s modern influencer marketing and that’s exactly where it works best.