Most CPG budgets flow to awareness and conversion, skipping the consideration phase where shoppers actually decide to try your product. Creator content fills that gap, and the sales lift data proves it.

Retail media spending keeps climbing, but for growth-stage CPG brands, it's a defense strategy masquerading as a growth strategy. Creator content creates the demand that retail media can only capture.

Crafted drove ~10% retail sales lift for Just Ice Tea in Q4 using receipt-verified Meta + creator campaigns that delivered measurable in-store ROI.

Small food brands are quietly beating the giants — and Chomps is the clearest proof. Even though emerging brands make up just 2% of the U.S. food market, they drove 40% of category growth last year. One standout example is Chomps, which grew from $70M in 2021 to ~$660M today, far outpacing legacy players like Slim Jim.

A proposed framework deal would give U.S. investors roughly 80% control of TikTok’s U.S. operations, reduce ByteDance’s stake below 20%, and place governance under a mostly American board. The goal isn’t a full sale, but a closely monitored partnership that satisfies regulators without disrupting a platform used by 170+ million Americans. The real focus is the algorithm. ByteDance would duplicate and license it to the U.S. entity, while Oracle hosts U.S. data and oversees training and monitoring inside American infrastructure. For users, creators, and advertisers, this likely means TikTok largely stays the same — no major algorithm reset or sudden disruption. New potential investors like Rupert Murdoch and Michael Dell highlight how political and strategic this deal is. Meanwhile, China remains the biggest wildcard, as export controls on algorithms could still affect final approval. With the divest-or-ban deadline pushed again to December 16, TikTok continues operating as usual — but under intense scrutiny.

Holiday sales growth is only +1% this year—the slowest since 2009. Winning brands won’t just discount; they’ll: - Add long-term value - Leverage loyalty - Go mobile-first It’s not about slashing prices. It’s about building relationships that last beyond December. Crisp but Detailed (for Newsletter/Post): Holiday shopping starts earlier and lasts longer—but sales growth is only 1% this year. The old playbook of heavy discounts won’t cut it. The new playbook: - Pair discounts with long-term value (rewards, gift cards, free shipping). - Leverage loyalty programs for exclusivity and urgency. - Optimize the entire journey for mobile. Big players like Coca-Cola and Costco succeed by creating emotional connections and perceived value. Smaller brands can do the same by leaning into authenticity, creators, loyalty perks, and seamless mobile checkout. The future of holiday marketing isn’t just about discounts—it’s about loyalty + value + connection.

Retail media isn’t broken — it’s maturing. The winning brands won’t just spend more; they’ll spend smarter, bridging data, content, and commerce with agility and intent.

While Saratoga Spring Water fumbled a billion-view viral moment by waiting 36 hours to respond, AE seized the spotlight when Kendrick Lamar stepped out in flared jeans. Their social team jumped into action within hours — launching content, ads, and partner support.