Getting there starts with actually knowing who you’re sending product to. We use social listening tools to find creators the right way round – starting from real audiences, real engagement and real relevance to food and local community, rather than working backwards from a follower count.
It means every creator in the pipeline has been properly vetted before a single box goes out, so the brand isn’t left hoping the content that comes back is usable, on-brand, and safe to put next to the logo.
The bit people underestimate is how differently gifting has to work market to market. A creator relationship that lands brilliantly in London doesn’t automatically translate to Lyon or Milan – different platforms, different food culture, different sense of humour.
We build each market’s creator pool on its own terms, close to the kiosks themselves, rather than exporting one playbook everywhere and hoping it sticks.
None of that works without the paperwork sitting quietly underneath it – usage rights and expectations locked down properly even when no fee is changing hands, so nothing that comes back is unusable six months later over a rights technicality nobody thought to check.
But the real skill is in the send itself: knowing which creator, which product, which moment, and getting it there at exactly the right time.
Get that right consistently, across enough markets, and gifting stops looking like a series of one-off gestures and starts looking like what it actually is – a compounding, always-on layer of trusted voices who know the brand because they’ve genuinely used it, again and again.
That’s the story with Sushi Daily so far: not one big campaign, but a steadily growing, genuinely European community of creators who keep the brand in feeds without ever feeling like an ad. It’s proof that gifting, done properly, isn’t the cheap seat next to paid creator work – it’s its own discipline, and one we’ve got a lot of scar tissue in getting right.
If you’re thinking about scaling a creator gifting programme across multiple markets, get in touch – we can’t wait to talk you through how we’d approach it.