Retail · CPG marketing
CPG marketing with creators, run for you
Sup runs creator campaigns for food, drink and household brands sold in shops. Our team finds the creators, agrees the fees, writes the contracts, checks every draft and reports every post. There is no monthly fee. You pay for posts that go live.
- Creators chosen for where your product is sold
- Content you can reuse, with the rights written into every agreement
- A report you can check, post by post
A real campaign’s report, with 4.9M views. Every post is listed on the tracking page.
- 11.4M
- views tracked on paid posts for packaged food and drink brands
- $10.10
- creator cost per 1,000 views, across all our paid campaigns
- 48 hours
- from your brief to a shortlist of creators
A view count includes views from ads run on the post.
Creator fees only. Ad spend is not in it.
You say yes or no to each one.
Where it is sold
Creators chosen for where your product is sold
A product on a shelf needs creators whose followers shop there. We search Instagram and TikTok by place as well as by subject, and check where each creator is based. Name the retailers and the cities that matter, and the shortlist is built around them.
- Any city or region, in the US and the UK
- Creators who already post about food, drink or the home
- You say yes or no to each one
- Snack creators in Dallas, Texas
- Parents in Leeds who post family meals
- Fitness creators in Florida with 10K to 100K followers
Content
Videos you can run as ads and reuse
A packaged goods brand needs a steady supply of content for ads, retailer pages and its own channels. Each creator signs an agreement that sets how long you may use the content and where. Each draft is checked against your brief before you see it.
- Usage rights as a length of time, for organic use and for paid use
- Ad codes collected, so a post can run as a Spark Ad or a partnership ad
- Nothing goes live without your yes
Results
A report you can check, post by post
A case study gives one headline number and no method. Our report lists every post with its public counts, read three times a day, and gives one figure for cost. One campaign’s report is open on this site, with a link to every post.
- 4.9M views in the open report, with every post listed
- Creator cost per 1,000 views, without ad spend
- A view count includes views from ads run on the post
- 11.4M
- views tracked on our paid campaigns
- $10.10
- creator cost per 1,000 views across them, without ad spend
- 4.9M
- views on one campaign for Syncron, with every post listed
From Sup’s own campaign reporting. A view count includes views from ads run on the post.
How it works
From a brief to posts about your product
- 01
You send a brief
The product, the retailers that stock it, the cities that matter and what you want made.
- 02
A shortlist in 48 hours
Creators with their numbers, their subjects and where they are based.
- 03
Contract, brief and draft
Each creator signs, gets the brief, and sends a draft for your approval.
- 04
Posts go live
We track every post, and you pay for the ones that went live.
The difference
Running CPG creator campaigns on your own, or through Sup
Choosing creators
On your own
By follower count, from a search by hand
With Sup
By where they are based and what they post about
The content
On your own
Rights agreed creator by creator, if at all
With Sup
Usage rights in every agreement, as a length of time
The report
On your own
Screenshots from each creator
With Sup
Every post listed with its public counts
Tying a post to the shelf
On your own
A guess
With Sup
A code, a link, or a receipt-verified Offer
Paying creators
On your own
An invoice and a transfer for each one
With Sup
One invoice from Sup
The detail
What CPG marketing is, and our own numbers
CPG marketing is the advertising, branding and promotion of consumer packaged goods: food, drinks, cosmetics and cleaning products that people buy often and use up. The rest of this page gives what makes it different, our paid campaigns in numbers, how drink and supplement brands split their creator posts, and how a post can be tied to a sale in a shop.
The basics
What makes CPG marketing different
The guides agree on five points. Each one is a reason creator campaigns suit packaged goods, and a limit on what they can prove.
The shelf is crowded
Many similar products sit side by side, in the shop and on the retailer’s site. A shopper who has seen a person use yours has a reason to reach for it.
Loyalty is weak
Switching is easy and the price often decides. A brand has to be seen again and again, which means a steady supply of new content.
People buy often
A purchase is small and habitual. The aim of a campaign is trial: one first purchase that can become a habit.
A retailer makes the sale
The brand rarely sees who bought. So a post’s views can be counted, and a sale in a shop needs its own proof.
People find it online and buy it in a shop
A creator’s video is often where a product is first seen. The purchase happens later, somewhere else.
A buyer is watching
A retailer’s buyer judges a product on how fast it sells. Content and creators are among the few things a brand can add after the listing is won.
Our own record
Our paid campaigns, in numbers
They were for the packaged food and drink brands Syncron and Andros Sport. These are the totals from our own reporting, with the cost of the creators against the views their posts had.
- 11.4M
- views on the posts of our paid campaigns
- $10.10
- creator cost per 1,000 views, across all of them
- 4.9M
- views on one campaign for Syncron, in June 2026
A view count includes views from ads run on the post.
Creator fees only, without ad spend.
At $9.92 creator cost per 1,000 views.
The whole report for one campaign, with a link to every post, is on the tracking page.
Brands we have run creator campaigns for
How we counted. From Sup’s own campaign reporting, which reads each tracked post’s public counts three times a day. Views are rounded down. The cost for all the campaigns is each campaign’s cost per 1,000 views, weighted by its views. Read on 5 October 2026.
From our data
How drink and supplement brands split their creator posts
We read the creator posts that tag 16 packaged drink and supplement brands, and sorted each post by the kind of deal behind it. No brand runs one kind. Some lean on gifting, some on ambassadors and some on affiliate codes.
| Brand | Sponsored | Gifted | Affiliate | Partner or ambassador |
|---|---|---|---|---|
| Bloom Nutrition | 9.2% | 26.9% | 2.6% | 14.5% |
| Alani Nu | 3.7% | 2.6% | 4.4% | 9.8% |
| Poppi | 8.0% | 4.5% | 1.4% | 5.3% |
| Monster Energy | 12.6% | 1.2% | 0.6% | 1.8% |
| Prozis | 9.0% | 3.0% | 46.5% | 2.6% |
| Olipop | 9.5% | 3.9% | 2.2% | 3.1% |
| 1st Phorm | 3.5% | 1.0% | 4.7% | 5.4% |
| Maurten | 6.6% | 1.1% | 2.0% | 3.1% |
| Myprotein | 9.0% | 1.6% | 42.1% | 1.8% |
| Celsius | 8.1% | 2.8% | 1.5% | 40.3% |
| Coca-Cola | 16.1% | 2.0% | 1.6% | 2.5% |
| Nespresso | 5.0% | 3.6% | 4.6% | 1.4% |
| Red Bull | 12.4% | 2.4% | 1.1% | 1.9% |
| LMNT | 12.3% | 5.7% | 5.3% | 2.0% |
| Liquid I.V. | 16.7% | 6.1% | 8.2% | 3.4% |
| Lemme | 5.1% | 6.8% | 5.8% | 9.2% |
A share is the part of a brand’s read posts with that kind of deal. The rest are posts with no deal that we could see.
How we counted. Posts by creators that tag the brand on Instagram, from the 12 months before the day below. The kind of deal is read from each post’s caption and labels by software, so a deal the creator did not disclose is not counted. A brand is shown only with 300 or more read posts: 17,453 posts in all. Read on 5 October 2026.
Proof of purchase
From a post to the shelf
A post has views. A shelf has sales. Three things can join the two, and each one proves a different amount.
A code or a link
It counts the sales it was used for, online. It proves the least for a product bought in a shop, because most shoppers do not use one there.
A receipt-verified Offer
An Offer is a cash-back deal tied to one of your products at the retailers that stock it. A shopper buys the product in store and uploads a photo of the receipt. Each receipt is checked before anyone is paid.
The retailer’s own data
Sales by shop and by week, from the retailer or a data service. It shows the whole picture and cannot say which post caused a sale. Compare the weeks and the cities where creators posted with the ones where they did not.
How an Offer works is on the Offers page. How creators fit a shopper marketing plan is on the shopper marketing page. We hold no sales figure for a campaign, and this page gives none.
A short glossary
The words a CPG buyer uses
A creator campaign is judged by people who think in these terms. Each one comes with what a campaign can show against it.
| The word | What it means | What a creator campaign can show |
|---|---|---|
| Velocity, or rate of sale | Units sold in each shop each week | Nothing by itself. Compare the weeks and the cities with posts against the ones without |
| Sell-through rate | The share of the stock a retailer bought that it then sold | Nothing by itself. The retailer holds the figure |
| Distribution | How many shops stock the product | Which cities to send creators to first |
| Trial | A shopper’s first purchase | Redeemed Offers, where you run one |
| Sales lift | Sales after a campaign against sales before it | The dates and the cities of every post, to set beside the retailer’s data |
| Retail media | Ads sold by a retailer on its own site and app | Creator content with paid use rights, to run there |
Written by
Matt Greenwell, Co-Founder and CEO of Sup
Matt started Sup in 2024 with Hassan Munir. Before Sup he co-founded Storefront, the marketplace for booking pop-up retail space. Before that he worked at Goldman Sachs.
The campaign figures are from Sup’s own reporting and the brand figures from Sup’s own database of creator posts. The page gives no sales figure, because we hold none. Updated 5 October 2026.
FAQ
CPG marketing questions
What is CPG marketing?
CPG marketing is the advertising, branding and promotion of consumer packaged goods: food, drinks, cosmetics and cleaning products that people buy often and use up. Most are sold through retailers, so the brand rarely sees who bought. That makes it hard to tie marketing to a sale.
What does CPG stand for?
Consumer packaged goods. In the UK the same products are called FMCG, for fast-moving consumer goods.
What does a CPG marketing agency do?
It plans and runs marketing for packaged goods brands. The work can include social media, creator campaigns, paid media, retail media, packaging and PR. Sup does one part of that and does it in full: creator campaigns, from finding the creators to paying them.
How do you measure a creator campaign for a product sold in shops?
In two parts. Every post’s views, likes, comments, shares and saves are read from the public post three times a day and listed in one report. A sale in a shop cannot be read from a post, so it needs its own proof: a code, a link, or a receipt-verified Offer, where a shopper uploads the receipt.
How much does it cost?
There is no monthly fee. You pay each creator’s fee for posts that go live, at the rate you approved, and our fee comes out of the creator’s fee. Across our paid campaigns the creator cost was $10.10 for each 1,000 views, before any ad spend.
How long until posts are live?
A shortlist comes back within 48 hours of the brief. The posting dates are written into each creator’s agreement, so the timeline is set before anyone films. Allow time to ship the product to each creator.
Can you find creators near the shops that stock us?
Yes. We search by place as well as by subject, and check where each creator is based before they reach the shortlist. Tell us the retailers and the cities, and the shortlist is built around them.
Do you work with food and drink brands?
Yes. Our paid campaigns have been for packaged food and drink brands, and the client logos on this page are packaged food, drink, household and skincare brands.
Related
Where to go next
Shopper marketing
Local creators send shoppers to the shelf, and a receipt proves the purchase.
Retail
How creators send shoppers to the shelf, and how an Offer proves the purchase.
Food and drink
Creator campaigns for food and drink brands in retail.
Gifting and seeding
Send product and get posts back, with no fee.
UGC
Videos and photos you own the rights to.
Tracking and reporting
One real campaign’s report, with every post in it.
Selling a packaged product in shops?
Send a brief with the retailers and the cities that matter. A shortlist of creators comes back in 48 hours, and you only pay for posts that go live.