Inside Kettle & Fire's Creator Engine
Nick, Director of Partnerships at Kettle & Fire, and Paul Benigeri, CEO, Archive, break down how a creator program that once ran on a Google Sheet and 50 hours a week now tracks over 17,000 pieces of content a year with the same size team.
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In this session
1.
Three ways to source creators
Nick walks through the exact sourcing motion his team runs today, and how each channel earns its place in the program.
2.
Competitive intelligence as a casting tool
Why Nick uses competitor data to decide who to work with, not to keep score, and what that changes about the creators he picks.
3.
Two AI workflows you can build
The workflows Kettle & Fire built on Archive's API, plus the custom scoring layer they built with Claude to surface the content that matters.
What you'll get
Full access to the complete session
Real tactics from practitioners, not theory
Watch live or on demand, on your schedule
About the webinar
Kettle & Fire made the first shelf-stable bone broth in the US and now sits on shelves in Whole Foods, Target, and Sprouts. Three years ago, their creator program ran on a Google Sheet and cost roughly 50 hours a week between Nick and a full-time VA. Last year they tracked over 17,000 pieces of creator content, up 45% year over year, without growing the team. In this session, Nick walks Paul through exactly how that happened: the three ways he sources creators now, why he treats competitive intelligence as a casting tool instead of a competitor scoreboard, and how he turns tracked content into budget when he goes to leadership for more. He also gets into the workflows his team built on top of Archive's API, and the custom scoring layer they built with Claude that reads all 17,000 pieces of content and surfaces only the ones that matter to the business.
