Melbourne-based spice company Mingle Seasoning has rolled out a bold new campaign featuring Australian adult content creator Girthmaster, as it expands distribution of its products across major supermarkets.
The campaign, titled “DTF – Down to Flavour,” introduces a range of meat rubs and seasonings now available in Coles and Woolworths nationwide. Girthmaster, who retains anonymity behind his online moniker, has been named the brand’s chief satisfaction officer and appears in a new content series and social media rollout.
@mingleseasoning Who wants the @girthmasterr to cook for him? #cooking #smallbusiness #interview #datenight
Speaking to SmartCompany, Girthmaster described the collaboration as a “no-brainer,” noting, “Mingle is the kind of brand that reflects my personality. I like to eat and cook healthy and not take life too seriously.” He added that while mainstream brands may be hesitant to work with OnlyFans creators, independent companies like Mingle are more open to unconventional partnerships.
Founded in 2016 by Jordyn Evans, Mingle Seasoning has grown rapidly, now offering 25 products stocked in over 3,000 stores across Australia and New Zealand. The company claims to sell one spice bottle every 16 seconds and has doubled its business year-over-year since 2020.
Girthmasterr & Jordyn Evans.
Evans said the choice to feature an OnlyFans personality was intentional. “We’re not tied up in red tape or boardroom approvals,” she told SmartCompany. “We choose to lean into cultural relevance, storytelling, and a little cheek to stand out.”
Evans added that while some grocery brands might consider this type of collaboration risky, Mingle’s approach is about staying authentic and culturally attuned. “Authenticity matters. Girthmaster has built a following by being unapologetically himself, and that realness is exactly what cuts through in today’s content-saturated world.”