Retail & Shopper Marketing

Back-to-school shopping is creeping into June, and the driver is deals. Budget-strained shoppers now pounce on a sale the moment they see one. Here's what the shift means for CPG brands and how to show up first.

Landing the retailer is the easy part. Only about 15% of new CPG products survive two years. Here's how to drive trial, prove velocity, and keep your shelf space after launch.

When you're rebranding or reformulating, the standard playbook fails. Brand awareness is premature, retail media captures demand you haven't created yet, and the mid-funnel is where you actually win.

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.

In a market where traditional content pipelines are too slow and expensive, emerging brands like David Protein, Bloom Nutrition, and unMEAT are outperforming by leveraging micro-creators, TikTok Shop, and authentic retail-driven influence. With retail growth driven by nimble, creator-first tactics, brands must rethink their content models to stay competitive and connect with today’s consumers where it matters most — in-store and on social.