At Bergner, we understand that working with influencers means connecting with thousands of people in a close and authentic way. This week, we’re sharing some examples of the great work our teams are doing across different regions.
How many influencers have been active in 2025 (so far)?
This year, we have collaborated with over 30 profiles across 3 MasterPRO brand campaigns. Twenty of them were activated to support commercial campaigns (Excellence and 3Claveles), and 10 for branding campaigns for our MasterPRO brand. We are also planning to work recurrently with 4 profiles this year to increase brand credibility, along with additional profiles that will provide extra visibility.
And how many in 2024?
In 2024, around 50 profiles were activated.
Who would be in the top 3?
Our top 3 influencers so far would be @tictacyummy (1M followers, great reach), @davidgelicook (173k, high engagement), and @planc.home (305k, high-quality content).
What are the most used platforms for influencer campaigns in 2025? Has this changed compared to 2024?
Instagram continues to be the most profitable platform with the highest visibility for influencer campaigns, so almost all of our activations are on this social network. It’s the main platform for consuming cooking recipes, which are increasingly viewed in dynamic formats. However, YouTube is also an interesting platform that is regaining the traction it had a few years ago and has an audience very aligned with our products.
What type of content do influencers usually create?
Influencers mainly prepare recipes using our products. This is the best way to integrate our products into content that is interesting and appealing to users. The goal is for the advertising to feel as organic as possible so it is received positively and doesn't negatively impact the campaign. However, this greatly depends on the product category and the influencer, we always aim to create content that is on trend to maximize reach, spark audience conversations, and, above all, align with the influencer's usual content, the type of content their audience consumes and responds to best.
What is the estimated reach of influencer-generated content in 2025?
Reach varies greatly from one influencer to another. We collaborate with influencers who have fewer than 100,000 followers and others with more than 1 million, so it heavily depends on the campaign and the type of content published, whether it’s just a reel, just stories, or both.
What is the average engagement rate of influencer posts? Please indicate a percentage or typical range.
Typical engagement is around 10% in terms of reach and 3% relative to follower count.
Can you share a success story or standout influencer campaign from 2024 or 2025?
One success case is the April launch campaign for the Share , Play Cookware from the MasterPRO Stories line. The campaign stood out due to its concept, influencer selection, and their positive response to the product.
To launch the Share , Play collection, we wanted to play with the design and colors of the pieces, a very innovative aspect for the MasterPRO brand. We selected 4 gastro-focused influencers and sent each a cookware set in a different color. From MasterPRO, we challenged them to create a recipe inspired by their Share , Play color. This storyline was expanded across other digital channels, generated very positive sentiment, and resulted in high-quality content.
During March and April this year, we ran a prominent influencer marketing campaign tied to a commercial initiative focused on promoting the MasterPRO air fryer in collaboration with Bofrost. The initiative involved three well-known food content creators, Laura Trotta, Valeria Ciccotti, and Valentina Cutaia, and generated 851,430 views, reaching 572,323 users and achieving 17,981 interactions on Instagram, which was also the main platform for influencer campaigns in 2024. Other influencer collaborations in 2024 included Stella Menna (@unastellaincucina), who had a community of 922,000 followers. Common content formats across both campaigns included posts, reels, story sets, recipes, and unboxing videos.
How many influencers have been active in 2025 (so far)? And in 2024? Who are the top 3?
Only one influencer has been active in 2025 so far. In 2024, we collaborated with 6 influencers. The top 3 are @lacocinaquesuena, @caristizabalp, and @mamaconreceta.
What platforms are most used for influencer campaigns in 2025? Has this changed from 2024?
In 2025, the most used platform is Instagram. This hasn’t changed, though we are trying to shift more to TikTok.
What type of content do influencers usually create?
Primarily video recipes (reels), product reviews, and unboxings. They also create content for giveaways and cookbook-related activities.
What is the estimated reach of influencer-generated content in 2025?
Estimated cumulative reach in 2025 so far exceeds one million impressions.
What is the average engagement rate of influencer posts?
The average engagement rate ranges between 3.5% and 5%, depending on the format and platform.
Can you share a success story or standout influencer campaign from 2024 or 2025?
With @lacocinaquesuena, we reached 10.4K followers in less than six months by delivering valuable content and boosting brand recognition. Our community growth is strengthening more and more.
How many influencers have been active in 2025? And in 2024? Who are your top 3?
In 2025, the active influencers have been Stefano Zarrella, Benedetta Parodi (as part of the Lidl promotion), and Alexandra Lapp.
What platforms are most used for influencer campaigns in 2025?
Mainly Instagram.
What kind of content do influencers typically create?
Recipes and unboxing videos.
What is the estimated audience reach of influencer content in 2025?
More than 8 million people.
What is the average engagement rate for influencer posts?
Between 2% and 4%.
Can you share a success story or standout influencer campaign from 2024 or 2025?
A strong example is the collaboration with Stefano Zarrella as part of the Lidl campaign.
How many influencers have been active in 2025? And in 2024? Who are your top 3?
In 2025, at least 7 influencers were active, based on links and associated projects (though many dates are incomplete).
In 2024, at least 3,4 influencers were identified, with fewer clear date references.
Top 3 influencers:
Omkar Pawar
Alisha Bansal
Anindya Madhushree Basu
What platforms were most used for influencer campaigns in 2025?
In 2025, the most used platforms were:
YouTube: 4 campaigns
Instagram: 3 campaigns
Has this changed since 2024?
Yes, there’s increased use of YouTube in 2025 compared to 2024, where Instagram seemed more dominant. TikTok does not appear as a used platform.
What type of content do influencers typically create?
Most common content types included:
Brand Ambassadorships
Cooking,recipe videos (how-to style)
Event or cooking club collaborations (e.g., Indian Cooking Club)
What is the estimated audience reach of influencer content in 2025?
While exact figures are not listed, based on platforms and moderately known creators, reach is estimated between 100,000 and 1 million people per campaign.
Can you share a success story or standout influencer campaign from 2024 or 2025?
Yes. One notable campaign was:
Indian Cooking Club (2025)
Involved influencers such as Maseera Fatima, Sonika, and Hana Rahman,Baig.
Launched with recipe videos on Instagram.
Why it stood out:
Relatable and useful content (homemade recipes)
Collaboration with multiple creators
Strong emotional and cultural resonance with the audience
Another notable campaign was the BergCast Podcast, featuring guests like nutritionist Pooja Makhija and chef Ryan Fernando, adding credibility and originality to brand content.
