Home>
Case Study>
Icelandic Provisions — Influencer-led branded creative
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.
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
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.
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.
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.
Appetite-first creative
Food, not packaging
Content led with eating occasions rather than product shots.
Niche targeting
Reach inside the buyer group
Impressions were concentrated on the audience most likely to buy in store.
9%+ CTR at $0.44
Engagement as the proxy
With no online checkout, engagement efficiency is the measure that matters.
3M+ niche impressions and 9%+ CTR at $0.44 a click
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Spark Ads & whitelisting
Amplification
Nourish your body with thick and creamy high-protein skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78447048d7a48890b6a46c_out.mp4
A healthy, high-protein plant-based breakfast with only two ingredients
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a784464b8e75e23a4db887d_out.mp4
Make a delicious plant-based dessert with only three ingredients
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a784453acb83de1fd7c61d1_out.mp4
Kickstart your morning with a delicious plant-based breakfast
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78444624cfb409e1091b22_out.mp4
Creamy plant-based skyr makes the perfect quick breakfast
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78443ee1dd29d210530fd7_out.mp4
A dietitian-approved gut-friendly smoothie bowl high in protein and fiber
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78443224cfb409e1090864_out.mp4
The delicious high-protein snack that even picky eaters will love
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78442921777e1628446855_out.mp4
Make a high-protein tuna sandwich with thick and creamy skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78441dddcee47bec5c6301_out.mp4
Satisfy your cravings with rich and creamy plant-based oatmilk skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a784411f412ff15a651956b_out.mp4
Rich and creamy plant-based yogurt perfect for the whole family
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a784407971285bc60241bb9_out.mp4
Indulge your sweet tooth with this easy healthy dessert
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843f94638f2367a9e74ec_out.mp4
Satisfy your sweet cravings with this healthy frozen yogurt bark
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843f1ddcee47bec5c4dc6_out.mp4
The perfect one-handed healthy breakfast for busy moms
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843e61af92c90aaecdd3e_out.mp4
Enjoy thick and creamy skyr with ninety percent less lactose
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843df48d7a48890b67698_out.mp4
Keep your tummy happy with these delicious high-protein meatballs
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843d648d7a48890b67428_out.mp4
Discover the rich and creamy taste of oat milk skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843cc800985bbecd6f987_out.mp4
Start your morning with a thick and creamy oatmilk skyr bowl
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843be24cfb409e108d4f3_out.mp4
Create the perfect sweet and spicy balance with oatmilk skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843b55c56c77ced9ea384_out.mp4
Enjoy a thick, creamy, and dairy-free high-protein pregnancy snack
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843ab24cfb409e108cb8f_out.mp4
Create a rich, creamy Mediterranean dip with plant-based oatmilk skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a7843a1b3c0d171c13a1178_out.mp4
Discover thick and creamy plant-based skyr packed with protein
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a784396db0e7f66f5b411d3_out.mp4
Enjoy guilt-free summer treats made with plant-based oatmilk skyr
https://s3.amazonaws.com/webflow-prod-assets/69dce281d3b49704d8c8cdd0/6a78438db3c0d171c13a0d39_out.mp4
EN
A super easy recipe made with ancient oatmilk skyr secrets
EN
The ultimate starter pack for a stylish lactose-intolerant life
EN
Enjoy dairy-free oatmilk skyr without hurting your belly
EN
Get thick and creamy high-protein skyr for your daily fuel
EN
High-protein skyr is loved by everyone from vikings to gym girlies
123Couvreur
95,129 impressions in 9 months from zero
Home services & trades
123Couvreur — Google Ads
103 quote requests
Home services & trades
3D Entrepreneur Général
124 forms + 109 calls
Home services & trades
419 Lafayette
4,239 sessions in the first 3 months
Events & venues
À l'Amiable
206 → 393 ad calls, flat spend
Professional services
Alpha Serrurier
139 → 260 ad-extension calls
Home services & trades
Arboxygène — SEO
25.5 → 18.9 avg position
Home services & trades
Arsenal Électrique
36 → 444 leads a year
Home services & trades
Benjel — SEO
24.8 → 18.8 avg position
Professional services
Booksy — Creator whitelisting
+1,700% signups · CPR −92%
Consumer apps & platforms
Bumble — UGC ads & creator partnerships
50+ creators · lower CPA
Consumer apps & platforms
Busuu — Performance-driven user acquisition
450+ assets · 60+ creators
Education & training
Canado-Nacan Équipements — SEO
36.2 → 25.8 avg position
B2B & SaaS
CFC & Elevate Health
16,387 leads at CA$33 CPL
Health & medical
ClearScore — Global creator-led acquisition
CPS −27% MoM · 33% thumbstop
Fintech & financial services
Clinique Majora
CA$9.00 → CA$6.27 per booking
Health & medical
Confort Prestige — SEO
6,168 clicks · +111% directions
Home services & trades
Cours Jeunesse
8 → 1,481 organic clicks
Education & training
Crowdtap — Performance creative & paid media
TikTok CPA −30% · volume +15%
B2B & SaaS
Dashing Diva — Full-funnel campaign
CAC −24% · 3→7 channels
Beauty & personal care
Dockers — Influencer & whitelisting
16M+ views · 80+ influencers
Apparel & fashion
Dr du Matelas — SEO
+118% profile calls
Retail & e-commerce
Electrolibre
498 first-time calls
Retail & e-commerce
EnMouvement
107 → 293 ad calls
Home services & trades
Entretien Squidgee — SEO
+58% impressions · +12% clicks
Home services & trades
Erco Électrique
−47% spend, +72% calls
Home services & trades
EVRY Jewels — Full-funnel growth
$6M → $100M · 7×+ ROAS
Retail & e-commerce
Farrukh Ahmed CPA — Local SEO launch
position 50 → 17 · +166% desktop map impressions
Professional services
Fil Chauffant Toiture — Meta Ads
45 leads · CA$38.53
Home services & trades
Fil Chauffant Toiture — SEO
133 → 524 clicks
Home services & trades
Food Allergy Institute — Paid media and booked consultations
243 → 1,012 consultations/mo · cost per landing page view −30%
Health & medical
Future Forward — Performance-driven creator campaign
CPA −20% · 5 platforms
Education & training
Geo Stone
275 leads at CA$19.59
Home services & trades
Geo Stone — Google Ads
93 → 198 calls from ads
Home services & trades
Geo Stone — SEO
1,476 → 3,025 clicks
Home services & trades
Gouttières Grand-Montréal — SEO
53 → 327 clicks
Home services & trades
HelloFresh — Dark posting at scale
17 countries · CPA −20% MoM
Food & beverage
Her-Age
6.63× tracked ROAS
Retail & e-commerce
Hopper — Performance creative at scale
300+ assets/mo · CAC −20%
Travel & mobility
HUBZ404
90 → 86,773 impressions
Events & venues
HUROM — Full-funnel paid media & influencer strategy
ROAS +300% · CPA −70%
Retail & e-commerce
Icelandic Provisions — Influencer-led branded creative
3M+ impressions · 9%+ CTR
Food & beverage
Impact Santé
ROAS 13.62× → 14.96×
Education & training
Impact Santé+ — SEO
+36% clicks · +91% impressions
Education & training
Inspections Nicolas Landry — SEO
+117% impressions
Home services & trades
iTrustCapital — UGC & paid media
CVR +100% · CAC −65%
Fintech & financial services
JDM Drive — SEO
37,831 clicks · from zero
Automotive
JDM Engine Direct
$1.42M tracked revenue at 14.62×
Automotive
Katchoo — Meta Ads
CA$11.15 per lead
Home services & trades
K&R Strategic Partners
$24,740 in tracked value from zero
Professional services
K&R Strategic Partners — SEO
0 → 76,344 organic impressions
Fintech & financial services
LAHA
24 → 475 tracked conversions
Health & medical
L'Entrepôt de la Réno
5.55× ROAS while tripling spend
Retail & e-commerce
L'Entrepôt de la Réno — Google Ads
CA$356k → CA$1.9M tracked revenue
Retail & e-commerce
L'Entrepôt de la Réno — SEO
111,651 → 280,019 clicks
Retail & e-commerce
L'Exterminateur en Ligne
ROAS 3.27× → 5.51×
Home services & trades
L'Exterminateur en Ligne — Meta launch
9.60× ROAS in the first 3 months
Home services & trades
L'Exterminateur en Ligne — SEO
+20% clicks · +47% impressions
Retail & e-commerce
Linktree — Organic social, series & design
5× reach · 10M views
Consumer apps & platforms
Living Beauty
+225% purchases, matched months
Retail & e-commerce
Living Beauty
402,490 → 1,007,144 impressions
Beauty & personal care
Madhippie — Performance creative
50+ assets/mo · 30%+ thumbstop
Beauty & personal care
Marvel Styles — Disney — Organic social
+40% saves · 9%+ engagement
Apparel & fashion
MDF Mécanique — Google Ads
187 ad calls · CA$37 each
Automotive
MDF Mécanique Laval
240 leads at CA$33 from CA$7,966
Automotive
Medic Québec
152 → 3,855 organic clicks
Health & medical
Mindbloom — Influencer marketing & paid social
CAC −25% · referrals +40%
Health & medical
Miniso — Influencer activations
7M+ views · 200+ activations
Retail & e-commerce
Miro — B2B creator marketing
20M+ impressions · 25 KOLs
B2B & SaaS
Mogu Mogu — Influencer-led high-reach campaigns
#28 → #3 · 445M+ views
Food & beverage
National Consumer Panel — UGC-driven acquisition & paid media
CPI −30% · CPA −20%
Professional services
National Debt Relief — UGC, performance creative & influencer strategy
CVR +25% · CAC −30%
Fintech & financial services
NATIVE — UGC, studio content & retouching
1,000+ assets · 50+ creators
Beauty & personal care
Nettoyage Danfour
+39% leads at −26% cost, flat budget
Home services & trades
Nettoyage Danfour — SEO
+228% organic impressions
Home services & trades
New Balance — Casting, post-production & influencer marketing
7 athletes · 750k audience
Apparel & fashion
NielsenIQ — Global UGC at scale
100 creators/mo · $20M+ media
Professional services
Nordstrom / Wildfang — Micro influencer & gifting
500+ assets · 10M+ views
Apparel & fashion
Nurse.com — Influencer-led creative strategy
200k+ users · <$0.20 CPC
Health & medical
Nuun — Nestlé — Influencer marketing & UGC
60%+ TOFU capture · +30% engagement
Food & beverage
Oever — Event promotion (Google Ads)
1,678,801 impressions · $3.05 CPM
Events & venues
Peintres Montréal — SEO
+441% sessions
Home services & trades
Peinture Marcil — SEO launch
0 → 2,176 sessions
Home services & trades
Pièces d'auto La Plaine
561 → 1,669 calls, flat spend
Automotive
Plomberial — Meta Ads
30 leads · CA$32.97
Home services & trades
Plomberial — SEO
+887% impressions
Home services & trades
Polarsteps — UGC strategy & content production
136+ assets · 60+ creators
Travel & mobility
Prépa PPL — audience launch
0 → 1,575 sessions/month
Education & training
Rail Europe — Creator-led UGC & content strategy
28+ outputs · 2 audience contexts
Travel & mobility
Réparation Toiture Montréal
Sessions 523 → 1,367 matched
Home services & trades
Santoy Calgary Painters — SEO
+46% sessions
Home services & trades
Secourisme RCR Plus — SEO
+100% impressions · clicks steady
Education & training
Slynumber — Creator strategy & paid media
90K+ installs · 20K+ signups
Consumer apps & platforms
Soffite Fascia Montréal
143,856 impressions from near zero
Home services & trades
Solution Cimex
48 → 387 calls from ads
Home services & trades
Solutions Prox-Secur — SEO
565 → 5,195 clicks
B2B & SaaS
SOS Électricien Montréal — SEO
+17% clicks · +24% reach
Home services & trades
SOS Plombier Montréal
+263% organic sessions
Home services & trades
Stone Decorative — Organic recovery and tracked calls
137 → 1,075 monthly clicks · +85% calls
Home services & trades
Sudipta Fitness
CPL $876.65 → $32.43
Health & medical
Over 253x 5-star
reviews
"Their transparency, attention to detail, and collaborative approach made them feel like an extension of our own team."
Book your strategy call today!
{"@context": "https://schema.org", "@type": "Article", "headline": "How Icelandic Provisions built grocery-aisle demand with 50+ influencers", "about": {"@type": "Organization", "name": "Icelandic Provisions"}, "author": {"@type": "Organization", "name": "Web Tonic", "url": "https://www.webtonic.io"}, "publisher": {"@type": "Organization", "name": "Web Tonic", "url": "https://www.webtonic.io"}, "description": "3M+ niche impressions and 9%+ CTR at $0.44 a click", "mainEntityOfPage": "https://www.webtonic.io/case-study/icelandic-provisions-influencer"}
.webp)
.webp)
