CPG
Influencer Marketing
The Shelf Isn't the First Impression Anymore. The Feed Is.
Consumer discovery in the CPG category has shifted from the in-store aisle and the Sunday circular to short-form video and creator content. Shoppers no longer wait to stumble on your product at the store; they see it in a “Kitchen Walkthrough,” a pantry restock, or a #FoodTok recipe first, then go looking for it on the shelf. Creators have become the new taste-testers, tip-sharers, and trusted voices behind what lands in the cart.
In today’s CPG landscape:
0
%
of food and beverage online shoppers have purchased a product because a social media influencer recommended it. (Salsify)
#
0
CPG is the #1 category for in-store Creator shopping, with beauty, food, cleaning supplies, and beverage as the leading
sub-categories. (LTK)
0
%
of consumers have purchased a food product or ingredient featured in a recipe they’ve seen online. (Food and Drink Technology)
CPG marketers face a uniquely crowded fight: with tens of thousands of SKUs competing for the same 3-6 feet of shelf space and seconds of attention, differentiation has to happen before the purchase decision, not at it. At Open Influence, we help CPG brands show up in the recipes, routines, and pantry hauls where buying decisions are actually made. Our influencer marketing solutions turn credible creators into your most effective tastemakers, educators, and everyday advocates, driving measurable awareness, consideration, and conversion across every platform where your next customer is.
Why Creator Marketing Works for CPG Brands
Make the Everyday Feel Worth Talking About
Creators solve the biggest challenge in CPG marketing: how do you make a bag of chicken or a bottle of condiment feel exciting? Through Kitchen Walkthroughs, recipe integrations, and honest “here’s what I actually buy” content, creators turn routine products into must-try finds, translating a crowded shelf into a specific, memorable reason to choose your brand.
Build Trust Through Everyday Familiarity
In a category where switching costs are close to zero, trust is what keeps a brand in the cart. Creator partnerships let CPG brands earn that trust through lived-in, repeatable use, a real parent making a real weeknight dinner, a real foodie restocking their pantry, proving your product belongs in someone’s routine before you ever ask for the sale.
Reach Beyond the Grocery Aisle Mindset
Creator marketing lets CPG brands grow past the shoppers already looking for them. The biggest growth comes from contextualizing your product within adjacent lifestyle niches: a budget-meal creator, a family-routine creator, a fandom or nostalgia-driven creator, each unlocking a new occasion and a new reason to buy.
Sell the Routine, Not Just the Product
Ingredients and price points sell features, but creator storytelling sells the result: an easier weeknight, a nostalgic holiday moment, a snack that fits the vibe of a hangout. When audiences see your product as part of a routine or moment they already love, repeat purchase and brand loyalty follow naturally.
 Drive Measurable Traffic and Sales Impact
CPG purchase paths span delivery apps,
e-commerce, and in-store trips, which makes attribution tricky. We solve this with intentful awareness strategies and direct tracking, from delivery app link clicks to sign-up and traffic-based paid campaigns, giving CPG brands clear visibility into what’s actually moving product.
Proven Campaign Types That Drive Results
Every campaign type is designed to educate, build trust, and convert. 
These are just a few ways we push the boundaries of what’s possible in CPG.
Kitchen Walkthroughs & Recipe Integrations:
High-impact first impressions 
that showcase packaging, textures, fragrance, and product assortment 
in an authentic setting.
Seasonal & Occasion-Based Content:
Festive, nostalgic, or milestone-driven content that positions your product as the star of a specific moment, from holidays to game day.
Giveaways & Multi-Platform Traffic Drives:
Organic and paid content across Reels, Stories, YouTube, and TikTok designed to push audiences directly to purchase and sign-up pages.
Our Proven Work
Perdue — "Back to Routine" Campaign
In partnership with Perdue, we set out to build everyday brand consideration among parents and food enthusiasts by integrating its products into real family cooking routines. Through authentic, creator-led content, we empowered creators to showcase unique, appetite-appealing dishes via “Kitchen Walkthrough” and voiceover-style formats.
Strategy:
We selected expert creators matched to their platform strengths, nutrition-focused storytelling on TikTok and family-centric content on Instagram, to produce Kitchen Walkthrough and voiceover-style videos showcasing appetite-appealing, budget-friendly dishes.
888K Total Followers.
51.7K Total Impressions.
Kewpie — Sauce Series Campaign
In partnership with Kewpie, we drove awareness and engagement among US audiences through a multi-platform campaign that immersed viewers in the versatility of Kewpie Mayo via recipe-driven storytelling focused on iconic sauce recreations. Cooking-focused creators produced a diverse array of content that tapped into food nostalgia and cultural familiarity, strengthening brand credibility while driving significant reach and community interaction.
Strategy:
We achieved this by selecting key culinary creators to produce content highlighting recipe integration, product quality, and the brand’s role as a secret ingredient. We utilized a multi-platform strategy, incorporating short-form video on TikTok and Reels alongside YouTube integrations, leveraging paid amplification to reward organic performance and maximize algorithmic discoverability.
14M+ Total Followers.
19M+ Total Views.
87K+ Total Engagements.
Nutri-Grain — "Always On" Campaign
We partnered with Nutri-Grain to launch the Always-On Campaign, driving brand awareness and purchase intent by spotlighting the portability and everyday lifestyle fit of Nutri-Grain Soft Baked Breakfast Bars. Because breakfast bars are a habitual repeat purchase rather than a one-time decision, an always-on approach was the right fit: staying continuously present kept the brand top-of-mind for the moment a parent restocked the pantry.
Strategy:
Our strategy centered on a diverse mix of parent creators and teachers who shared personal testimonials and creative executions across Instagram, TikTok, and Pinterest. This multi-platform approach, delivered across five campaign phases, leveraged authentic storytelling with 66% of content featuring children and 65% incorporating parent humor to highlight versatility. By prioritizing long-term relationships with key ambassadors, we maximized creative efficiency and fostered sustained consumer advocacy, solidifying Nutri-Grain’s role in daily family routines.
19.7M+Â Total Followers Reached.
71M+ Total Impressions.
Who We Help
Open Influence partners across every sector of the CPG ecosystem.
Food & Snack Brands:
Turning pantry staples into must-try finds through recipe integrations and Kitchen Walkthrough content.
Beverage & RTD Brands:
Driving trial and occasion-based consumption through lifestyle and flavor-forward creator content.
Household &
 Personal Care
Building everyday trust and routine adoption through authentic, real-life demonstrations.
Condiments, Sauces & Pantry Brands
 Expanding use cases and versatility perception through creator-led recipe storytelling.
DTC & Delivery-First CPG:
 Driving direct traffic and conversion through trackable, link-forward creator campaigns.
No matter the sector, OI connects your brand with creators who move audiences from casual scrolling to trusted, repeatable purchase.
OI’s Full-Service Approach for CPG Brands
Every OI campaign combines creative excellence, brand safety, and advanced analytics, all optimized for high-performance CPG marketing.
Creative Strategy with Studio OI
Studio OI pairs authentic creator voices with diverse content styles, ranging from cinematic, studio-grade production to raw DIY/UGC styles, to give CPG brands content that hits harder at every stage of the shopper journey. Think Kitchen Walkthrough demos, quick pantry-restock hauls, festive occasion content, and polished creator POVs that feel both real and premium.
Our premier content production capabilities also amplify your existing in-house or external production teams to deliver cohesive and culturally impactful visuals, ensuring your brand stays in the conversation among home cooks, foodies, and everyday shoppers alike.
The result is scroll-stopping, multi-platform content that makes your product more desirable and easier for shoppers to picture in their own kitchens and routine.
End-to-End Program Management
With deep experience across regulated and high-volume categories, OI handles the heavy lifting. From sourcing creators with a history of authentic, brand-aligned content to rigorous background checks (ensuring no history of fraudulent claims or brand-damaging behavior), we protect your brand equity.

We streamline the complex approval process, ensuring legal and compliance teams have clear oversight on product claims and disclosures without bottling up the creative workflow. You get turnkey execution that balances safety with viral potential.
Advanced First-Party Reporting
Using OI’s proprietary data platform, Prism, we give CPG brands a data edge. We track exactly what content formats are driving trial, brand consideration, and purchase intent.
Powered by more than 420M+ posts and 1.7M+ creators, our engine reveals which creators are dominating conversations around recipes, pantry staples, snacking occasions, and household routines, allowing you to partner with voices that actually move the needle. We help brands spend smarter, partner better, and outmaneuver rivals using key signals like:
- Audience demographics
- Top-performing creator/content formats
- Competitor post activity & share of voice
- Industry-specific safety & relevance filters
Paid
Amplification
OI amplifies top-performing creator content using creator handles, unlocking paid media results that routinely outperform generic CPG ads. For CPG brands, this means extending reach to high-value grocery and delivery-app shoppers, retargeting users who engaged with recipe or product-demo content, and driving measurable actions such as delivery app clicks, sign-ups, and site traffic. Our paid strategy maximizes efficiency using:
- Creator-handle whitelisting for higher trust and CTRÂ
- Precise audience targeting (Home Cooks, Budget Shoppers, Foodies & Fandom Audiences)
- Cross-platform distribution optimized for conversions
Our Expertise
Trusted by 42% of Fortune 100 brands, with a 92% renewal rate, Brands don’t simply work with us. They stay with us as long-term partners in every step of their marketing strategies
Award-Winning Strategies
We don’t follow trends, we create them. With over 30 awards across YouTube Works, Webby, Shorty, MediaPost, The Drum, OMMA, Cynopsis, Inc., and Forbes, our successful campaigns reflect our commitment to quality, combined with cultural impact globally and regionally.
Compliance
In CPG, trust is everything. Open Influence ensures every piece of content is brand-safe, FTC-compliant, and quality-checked. We act as the firewall between your brand and regulatory risk, managing disclosures and product claims so you can scale creator marketing with total confidence.
Amplify Your Next Campaigns Further With OI Partners
To supercharge results, OI integrates with innovative partners that extend reach and conversion.
Kerv
Adds interactive elements to video (e.g., a “Shop Now” or “Find Near Me” button directly within a creator’s video
NPRP Media
Connects social campaigns with OOH advertising (e.g., billboards near grocery retailers and high-traffic shopping districts).
Resonate
Uses deep consumer intelligence to target audiences based on shopping habits, meal-planning behaviors, and household preferences.
Viasat
 Delivers creator-driven CPG content to in-flight passengers for high-value, captive engagement.
Stock Your Brand's Growth With Open Influence
The CPG industry runs on habit, trust, and relevance, and your marketing should match.
At Open Influence, we help CPG brands accelerate awareness, trial, and repeat purchase through creator partnerships that perform. Whether you’re launching a new product line, revitalizing a legacy brand, or driving seasonal volume, we’ll help you dominate the feed and the shelf with measurable, authentic influence.
Let's Build Your Next CPG Campaign