How Spigol and Espig got 349 social posts and 299 reviews from their home-cook ambassadors
The Espig group, founded in 1876, sends its Spigol sachets and spice blends to cooking enthusiasts who try them at home, rate them, and post their recipes. Across 17 campaigns, from February 2024 to December 2025, 386 selected ambassadors produced 349 social posts and 299 reviews, with an average rating of 4.8 out of 5.
Program run with the Espig group in 2024 and 2025 (France)
Case study published on , by Trustt
View on Instagram- 386ambassadors selected by the brand
- 349social posts, including 42 TikTok videos
- 114,505views on Instagram and TikTok
- 52,070interactions on the posts
- 299reviews, rated 4.8 out of 5 on average
Trustt software, data recorded on October 12, 2026: campaign records and reports for the 17 Spigol and Espig campaigns, February 2024 to December 2025, 5,365 applications in total. Selections are counted campaign by campaign: the same person can take part in several campaigns. Views are a conservative figure, since photo posts have no view counter. Campaign figures published with the Espig group’s approval; no sales, pricing, or customer data is disclosed.
The essentials in 30 seconds
For food brands that want home cooks to taste their products, review them in detail, and post their recipes, without handling shipments and follow-ups by hand.
- Brand
- Spigol and Espig, spices and spice blends from the Espig group, founded in 1876 in France
- Industry
- Food: spices, seasonings, cooking aids
- Period
- February 2024 to December 2025, 17 campaigns: 10 product-review campaigns and 7 Instagram and TikTok campaigns
- Software
- Trustt: ambassador program, product reviews, Instagram and TikTok campaigns, reports
- Key results
- 386 ambassadors selected from 5,365 applications, 349 social posts, 52,070 interactions, and 299 reviews rated 4.8 out of 5 on average. Cumulative reach of 114,505: the sum of the 17 campaign reports, a conservative figure since photo posts have no view counter; the most-viewed post accounts for less than 5% of it (data recorded on October 12, 2026)
Spices you need to taste before you choose them
Spigol, a brand of the Espig group founded in 1876, is a saffron spice blend sold in 0.4 g sachets: one sachet flavors and colors a rice dish, a paella, or a couscous. Under the Espig brand, the group also offers world spice blends: curry, Cajun, chili, Thai, tikka masala, spiced salts.
A spice is judged by its smell, its color, and its taste. A photo of the packet tells you none of that: someone has to open it, cook with it, and show the plate.
In early 2024, the brand wants its blends to be cooked and shown by people who really cook, one product at a time.
Photos posted by the program’s ambassadors.
Getting the whole range cooked by people who make others want to try it
A spice brand regularly launches new blends. Three teams count on the same program for different things.
- 01Marketing leadership
Every blend shown in real life
Recipes posted with each new product in the range, from curry to tikka masala, by home cooks their own circles trust.
- 02Product management
Home cooks’ opinions, product by product
What people who cook think of the smell, the taste, and the format, before pushing a recipe, a bundle, or new packaging.
- 03Social media
Recipes from real people for Instagram
Homemade content, with the plate and the packet in the same shot, rather than brand visuals alone.
The challenge: you can’t sell a spice on a promise.
It has to be cooked, and the recipe has to make people want to try it. That takes regular home cooks, a product that is easy to measure out on camera, and a record of who reviewed and posted what. Sorting hundreds of applications, shipping the sachets, and chasing people one by one is unmanageable without a dedicated tool.
An ambassador program to get products tasted, reviewed, and posted
The brand publishes its campaigns on its Trustt ambassador program: a product or a bundle, a theme (Thai cooking, barbecue, a trip to India), and a hashtag for each campaign, such as #marecettespigol or #moncurryespig.
Two formats alternate. Product-review campaigns (10) send one product to 20 to 65 home cooks, who rate it on five criteria: look and smell, in the kitchen, taste, format, and who they would recommend it to. Social campaigns (7) send an assortment to 9 to 14 creators, who each post several recipes.
The ambassadors recruited belong to the brand, not to Trustt. The brand also decides what is made public, including in this case study.
What the software orchestrates
- Calls for applicationsOn the brand’s ambassador program
- Panel selectionA cooking questionnaire, then the brand approves each profile
- Shipping and remindersParcel tracking and automatic reminders
- Reviews and posts collectedReviews on five criteria, posts matched by hashtag
- ReportsCampaign by campaign
- The Espig group
Chooses the products and bundles, approves each ambassador before shipping (co-selection on all 17 campaigns), and decides what is made public.
- The ambassadors
Apply, receive the sachets, cook, leave their review, and post their recipe with a partnership disclosure.
- The Trustt software
Hosts the program, tracks shipments, sends reminders, collects reviews, matches posts, and compiles the reports.
- The Trustt team
Runs recruitment, suggests campaign themes, and presents results at review meetings.
Three choices that matter for a food brand
01The formatA single dose you can pour on camera
The individual Spigol sachet is poured straight into the pan: reviewers single it out as the detail that makes the recipe easy. Spigol launch: 60 reviews from 65 ambassadors in spring 2024.
- 02The range
A range told as a series of journeys
Each campaign has its own theme and hashtag: recipes sort themselves, product by product. The Curry campaign drew 1,227 applications for 35 spots in spring 2024.
- 03The bundles
Bundles for creators, sachets for home cooks
In 2025, themed assortments go to fewer creators, who post more: 27 posts from 14 ambassadors for the Creole Flavors bundle in July 2025.
Campaign records and reports, Trustt software, data recorded on October 12, 2026.
386 ambassadors, 349 posts, and 299 reviews in two years
From 5,365 applications, 386 ambassador spots were awarded. The program starts in February 2024 with the Spigol launch, rolls out the Espig range through the year, then alternates in 2025 between reviews-only campaigns and themed bundles for creators.
The program, phase by phase
| Phase | Interactions | Selected | Posts | Reviews |
|---|---|---|---|---|
| Spigol launchFebruary and March 2024, 1 campaign | 10,948 | 65 | 37 | 60 |
| World blendsApril to December 2024, 8 campaigns | 27,755 | 205 | 233 | 179 |
| Reviews onlyApril to June 2025, 3 campaigns | n/a | 60 | n/a | 60 |
| Creator bundlesMay to December 2025, 5 campaigns | 13,367 | 56 | 79 | n/a |
| Total | 52,070 | 386 | 349 | 299 |
Campaign records and reports from the Trustt software, data recorded on October 12, 2026. Interactions: sum of the campaign reports. n/a: posts were not requested in the reviews-only campaigns, and reviews were not requested for the creator bundles.
- 5 stars246 reviews
- 4 stars49 reviews
- 3 stars4 reviews
- 1 or 2 starsnone
Reviews from the 10 product-review campaigns, Trustt software, data recorded on October 12, 2026.
261 Instagram posts and 42 TikTok videos by Spigol and Espig ambassadors
Chicken with olives and Spigol, red curry, cinnamon cake, homemade chili: ambassadors cook the range at home and show the plate with the packet. The Espig group approves each profile before shipping.
3,000 viewsTikTok
View on Instagram2,000 viewsInstagram
View on Instagram3,900 viewsInstagram
View on Instagram3,800 viewsInstagram
View on Instagram3,400 viewsInstagram
View on Instagram3,000 viewsInstagram
View on Instagram3,600 viewsInstagram
View on Instagram2,000 viewsInstagram
View on Instagram1,600 viewsInstagram
Posts saved by the team in the Trustt software, views recorded post by post on October 12, 2026. Every post discloses the partnership with the brand. Captions are in French.
The Spigol launch: 994 applications and 60 reviews
In February 2024, the first campaign opens 65 spots for the Spigol blend. Applications stay open for 16 days, from February 22 to March 8, 2024.
The reviews describe the saffron color, the smell as soon as the parcel is opened, and the ready-to-use dose. Most comments are about storing a sachet once it has been opened: useful input for the product manager, from the people who actually cook.
- 994applications
- 65selected ambassadors
- 37posts, including 7 on TikTok
- 60reviews, average rating 4.8 out of 5
Record and report for the February 2024 Spigol campaign, Trustt software, data recorded on October 12, 2026.
In two years, a community of home cooks who get people tasting the brand
Starting from the need to show its spices in real life, the brand ends 2025 with 386 selected ambassadors from 5,365 applications, 349 recipes posted on their accounts, 52,070 interactions, 299 reviews rated 4.8 out of 5, and an ambassador base it owns.
- For marketing leadership
Two years of recipes on Instagram and TikTok, with results broken down campaign by campaign, from application to post, ready to present to leadership as is.
- For the product manager
299 reviews on five criteria (look, cooking, taste, format, recommendation), product by product, including home cooks’ comments on packaging.
- For the social media team
Selection stays with the brand: each profile is approved before shipping. Shipments, reminders, and matching posts by hashtag run through the software.
- For senior management
An asset that lasts: an ambassador base the brand owns, ready to reactivate for every new product, and public disclosure decided by the brand alone.
Reviews and micro-influence for a food brand: what brands ask
How many reviews and posts did Spigol’s ambassador program produce?
299 reviews and 349 social posts from February 2024 to December 2025, across 17 campaigns: 261 Instagram posts, 42 TikTok videos, 39 Facebook posts, and a few blog articles, for 52,070 interactions and at least 114,505 views. The reviews average 4.8 out of 5. Trustt software, data recorded on October 12, 2026.
Does an ambassador program work for a food brand?
Yes, when the product is cooked and shown. Spigol and Espig spices drew 5,365 applications for 386 spots and 299 reviews averaging 4.8 out of 5: each ambassador shows the recipe with the packet. Trustt software, data recorded on October 12, 2026.
Are the ambassadors paid?
No. Spigol and Espig ambassadors receive the products to try for free, with no payment, and disclose the partnership in their posts. In return, they leave a review and, depending on the campaign, post a recipe. 386 product shipments were awarded over two years.
How does the brand choose its ambassadors?
Each applicant fills out a questionnaire about their cooking, and sometimes about their diet or household. The Espig group approves each profile before shipping: co-selection was turned on for all 17 campaigns, with 386 profiles chosen from 5,365 applications.
What is the difference between a review campaign and a social campaign?
A review campaign sends one product to 20 to 65 home cooks who rate it in detail; a social campaign sends an assortment to 9 to 14 creators who post several recipes. Spigol and Espig ran 10 review campaigns and 7 social campaigns in 2024 and 2025.
How are the posts tracked?
Each campaign has its own hashtag, such as #marecettespigol or #moncurryespig. The Trustt software matches Instagram, TikTok, Facebook, and blog posts to the campaign, with their views when the network provides them: 349 posts matched across the 17 campaigns.
What brand data does a Trustt case study make public?
Only what the brand agrees to publish. Here, the Espig group approved campaign figures (applications, selections, posts, reviews, reach) and posts already visible on the ambassadors’ accounts. No sales, pricing, contract, or customer data is disclosed.
More case studies: Lancôme, Crinex, Jurlique, the French version of this case study, and all Trustt case studies.
Get your products tasted by your own ambassadors
Food, nutrition, beauty, or health brands: Trustt runs the ambassador program, from the call for applications to reviews and Instagram and TikTok posts.
