From Influencers to Real Creators, How CPG Brands Are Building Loyal Communities

In a market flooded with polished ads and mass-produced messaging, today’s consumers are drawn to what feels real. They don’t just want to buy a product—they want to know who made it, why it matters, and how it fits into their lifestyle. For CPG brands in the food and spirits world, this shift is a golden opportunity to connect in deeper, more meaningful ways.

That’s where creators come in. Unlike traditional influencers, creators build trust through storytelling, education, and consistency. Whether it’s a mixologist sharing a favorite way to serve your craft gin or a home chef preparing a weeknight meal using your artisanal hot sauce, these creators bring your brand into real kitchens, real homes, and real moments.

But to make these partnerships work, you need a clear strategy—and that’s where public relations comes in.

Public relations helps CPG brands identify the right creators, craft compelling brand narratives, and ensure those stories are being told in a way that resonates. It’s not just about sending out free samples and hoping for a tag. PR professionals build campaigns that align with seasonal trends, media angles, and consumer behavior. They pitch stories, place products, and foster long-term creator relationships that feel organic—not transactional.

PR also helps brands stay visible in the right media outlets, giving credibility to what creators are already saying. When done right, a well-planned PR strategy amplifies the authenticity that creators bring—and turns it into brand loyalty.

Because in a world where consumers can spot “fake” from a mile away, your story needs to be real—and public relations helps you tell it the right way.