Icelandic Provisions · Dairy and grocery CPG · Influencer-led branded creative · 2026
How Icelandic Provisions built grocery-aisle demand with 50+ influencers
CPG has the hardest attribution problem in marketing: the purchase happens in a shop, days later, with no click involved.
3M+
unique impressions
from the niche target audience
The results, up top — every number is in the strip below
3M+
unique impressions
from the niche target audience
9%+
top click-through rate
from the best creator
$0.44
cost per click
from targeted audience
50+
influencers
from diverse backgrounds
Retail demand
no online checkout
engagement as the honest proxy
01 — The challenge
Creating in-store demand for a dairy product with no online checkout.
Icelandic Provisions sells skyr through grocery retail. The marketing job is to make somebody remember the tub when they are standing in front of a chilled cabinet.
That requires recognition and appetite, not a conversion funnel.
“I cannot track a yoghurt purchase back to an ad. What I can do is make sure people have already seen it before they are standing in the dairy aisle.”
So the campaign optimised for engaged reach inside the right audience rather than for clicks.
02 — Our approach
50+ diverse influencers building appetite and recognition on Instagram.
More than fifty influencers from varied backgrounds produced food content that treated the product as something you eat rather than something you buy, concentrated on the niche audience most likely to convert in store.
That produced 3 million-plus unique impressions inside the target audience, a top click-through rate above 9%, and cost per click around $0.44 — strong engagement signals for a category with no online checkout.
03 — What we did
What the campaign actually consisted of.
The working parts behind the Icelandic Provisions numbers above.
50+ diverse influencers
Varied kitchens, varied audiences
A broad creator base reached different households rather than one food aesthetic.
Creator asset grid
Appetite-first creative
Food, not packaging
Content led with eating occasions rather than product shots.
Creative from the campaign
Niche targeting
Reach inside the buyer group
Impressions were concentrated on the audience most likely to buy in store.
Reported campaign metrics
9%+ CTR at $0.44
Engagement as the proxy
With no online checkout, engagement efficiency is the honest measure.
Reported efficiency metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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