Building Consumer Packaged Good Brands That Win On The Shelf And Beyond

A GREAT PRODUCT GETS YOU ON THE SHELF. A GREAT BRAND KEEPS YOU THERE.

The shelf is the most competitive pitch meeting you'll ever have. Shoppers make split-second decisions, private labels are closing the quality gap, and the brands with recognition grab attention.

Having a great product matters, but the consumer brands winning today have more than better products. They know their shopper, they know their competitors, and they've built a brand identity that earns attention, communicates value, and builds the kind of loyalty that survives a price promotion from the brand right next to them.

That's where Grady Britton comes in. We're a brand-led, purpose-driven growth agency with more than 50 years of experience helping consumer brands build the identity, packaging, and marketing programs they need to grow from shelf to household staple.

What makes us different is how we think about your shoppers. We lead with audience insight, building a brand system and marketing approach grounded in who your customers are, what moves them, and how your product earns a place in their lives.

The result is a CPG brand with a clear reason to be chosen, packaging that stops attention in the aisle, and a marketing engine that drives trial, builds loyalty, and turns one-time buyers into longtime fans.

Services Built for CPG

Ready to build a CPG brand that wins and keeps customers?

Let's talk about how we can help your brand earn attention, drive trial, and build lasting loyalty.

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How Grady Britton Helps CPG Brands

Win on shelf: Build a brand identity and packaging system that earns attention in the aisle and closes the sale
Know your shopper: Understand what drives purchase decisions, where loyalty comes from, and how to reach more of the right people
Launch with confidence: Bring new products to market with the brand, packaging, and campaign support to make them land
Grow distribution: Create the brand foundation and retailer story that opens new doors and earns more shelf space
Build lasting loyalty: Keep customers coming back with marketing that deepens their connection to your brand over time
Prove your impact: Connect every investment to measurable results, from trial and distribution gains to media performance

Services Built for CPG Brands

Audience Insights

Understanding your shopper is the starting point for everything. Who are they, what do they care about, and what makes them reach for your product instead of the one next to it? For Consumer Packaged Goods, where decisions happen in seconds and options are endless, this insight shapes the brand, the packaging, the campaign, and the media plan from the ground up.

What We Do

We conduct quantitative and qualitative research to define your target shopper, map their purchase journey, and identify what drives trial and repeat purchase. These insights inform every decision downstream, from how your packaging communicates to who sees your advertising and why.

Brand Strategy & Development

A strong CPG brand does more than look good on a shelf. It gives shoppers a reason to choose you, a reason to remember you, and a reason to come back. We help CPG companies define their positioning, build their brand identity, and develop the messaging architecture that carries consistently from the ad to the aisle.

What We Do

We define your brand positioning, voice, visual identity, and messaging, building a platform that works across every channel your brand touches. From established brands ready to evolve to new products entering the market for the first time, we build a brand foundation that scales.

Packaging Design

Packaging is your most powerful marketing tool. It's often the first impression a shopper has with your brand, and the definitive impression before the purchase decision. We design packaging that holds attention on a crowded shelf, communicates your brand story at a glance, and gives shoppers a reason to pick it up.

What We Do

We design packaging systems grounded in brand strategy and informed by shopper behavior, creating shelf presence that converts. From naming and logo to full graphic and structural design, we build packaging that works as hard as your product does, and that carries consistently across your full product line.

Campaign & Content Development

A great product launch or brand campaign starts with a great idea that's true to your brand, relevant to your shopper, and built to travel across every channel. We develop creative that earns attention, builds affinity, and keeps your brand visible and meaningful long after product launch.

What We Do

We develop campaign concepts, advertising, video, photography, social content, and the content systems that sustain your brand between big moments. Every execution builds on the same brand foundation, so your story is consistent whether it's on shelf, on screen, or in someone's feed.

Media Strategy & Buying

Getting your brand in front of shoppers requires both reach and precision. We build media plans that balance broad brand awareness with targeted product messaging, using audience intelligence to place your brand in the right channels, at the right moments, with the right message.

What We Do

We plan, buy, and optimize across digital and traditional channels, including social, streaming, display, search, podcast, and broadcast, to build awareness, drive trial, and support retail sales. Every media plan is grounded in the same audience research that informs your brand and creative, so channels are chosen based on where your shoppers actually are.

Public Relations

Earned media is one of the most credible ways to introduce a new CPG brand or product to the world. A well-placed story in the right publication can open retail doors, drive trial, and establish your brand as something worth talking about. We help CPG brands earn the coverage that builds buzz, supports distribution growth, and gives shoppers a reason to seek you out.

What We Do

We develop and execute PR strategies built around your product story, your brand values, and the conversations that matter to your category. From new product launches and retail expansion announcements to brand milestones and founder stories, we build the kind of press that creates momentum.

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Forward! Greens: Growing a brand from roots to retail.

We gave it a name that suited this vertical farm’s progressive mission. With that, an identity, packaging, and ongoing consultation and public relations to stoke a food revolution. The result: a crisp market presence that captured the bright, next-level flavor of the cleanest, freshest greens you’ll ever taste.

The CEO and founder of this budding company had ambitious goals for the impact he could make by bringing farm-fresh, healthy nutrition to people in urban centers. What he needed was the holistic package — the brand — to take it there.

On-shelf and in-market, the packaging itself expressed the Forward Greens ethos: bags, sourced for the lowest possible environmental footprint; vibrant design, to stand out on a crowded shelf and quickly win over new fans. A bold set of brand identity standards ensured consistency as the brand grew.

GB’s PR team secured local, regional, national, and trade coverage that shared Forward Greens’ commitment to lessening its environmental impact while growing the tastiest, freshest greens. Stories showcased how the company’s practices were pushing the entire indoor farming industry forward.

Services

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Grady Britton's PR team is top notch! Their creative and thorough strategy led to wonderful local, regional and national coverage.

Meghan VerheyChief Marketing Officer, Forward Greens

LET’S MAKE YOUR PRODUCT SHELF-READY AND YOUR BRAND SHOPPER-READY.

Let's talk about what Grady Britton can do for your CPG brand, from strategy and packaging to campaigns and media.

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Questions CPG Marketers Are Asking

The CPG category is evolving fast. Here's how we think about the challenges driving brand growth in consumer packaged goods today.

HOW DO YOU MAKE A CPG BRAND STAND OUT ON SHELF?

By making a clear choice about what your brand stands for, and designing every expression of it, starting with the package, to communicate that choice instantly. Shelf standout isn't just about bold colors or unusual shapes, though those things can help. It's about having a brand identity that's coherent, distinctive, and honest to the product inside.

The brands that consistently win at shelf have done the work upstream. They understand who their shopper is, what that shopper is looking for in the moment of decision, and how to communicate value before a word is read. Positioning, visual identity, and packaging design work as a system. When they're aligned, the shelf almost doesn't matter. The product finds its shopper.

HOW DO YOU LAUNCH A NEW CONSUMER PRODUCT SUCCESSFULLY?

Successful CPG product launches are built on two things: a compelling brand story and a coordinated go-to-market plan. The brand story answers why this product deserves space in a shopper's life. The go-to-market plan answers how to get it in front of enough of the right people, fast enough to prove the concept and earn ongoing distribution.

Too many launches focus only on the product itself. The packaging is designed in isolation, the PR plan is bolted on at the end, and the media starts running before anyone has defined exactly who the product is for. The brands that launch successfully treat brand strategy, packaging, PR, and media as one integrated effort, built around a clear audience target and a single compelling reason to try.

WHAT MAKES A CPG BRAND MEMORABLE?

A specific point of view, expressed consistently across every touchpoint. The most memorable CPG brands don't try to appeal to everyone. They have a clear sense of who they are, who their customer is, and what they believe, and they express that with consistency across their packaging, advertising, social presence, and voice.

Memorability is also about emotional resonance. Shoppers don't just buy products. They buy the feeling a product gives them, whether that's trust, fun, health, nostalgia, or belonging. The brands that earn a permanent place in someone's consideration set have figured out what that feeling is and how to deliver it every time.

HOW DO YOU BUILD BRAND LOYALTY FOR A CPG PRODUCT?

By delivering on the promise you made at the shelf, and then reinforcing it everywhere else. Loyalty in CPG starts with a great product, but it's sustained by a brand that keeps showing up in ways that feel relevant and real to the customer who chose it.

That means a media and content strategy that maintains brand presence between purchases, creative that keeps the relationship fresh without abandoning what made people choose you in the first place, and a consistent brand voice that feels like a person, not a company. Promotions can help drive trials, but they don't build loyalty on their own. The brand has to earn it.

HOW DO YOU COMPETE WITH PRIVATE LABEL BRANDS?

By being something a private label can never be: a brand with a point of view, a story, and a real relationship with its shopper. Private labels have improved significantly, and on price and basic quality, it often wins. But it can't replicate what a strong brand does, which is give shoppers a reason to choose it that has nothing to do with price.

The CPG brands holding their ground against private labels are the ones that have built genuine emotional equity with their customers. They stand for something. Their packaging tells a story. Their marketing builds community. When a shopper reaches for your product instead of the store brand despite a price difference, it's because your brand has earned that loyalty through consistent, resonant storytelling over time.

HOW DO YOU GROW DISTRIBUTION FOR A CPG BRAND?

Distribution grows when you can demonstrate demand. Retailers want to know that the product on their shelf will sell, and a strong brand story paired with evidence of customer enthusiasm is one of the most compelling arguments you can make.

That means investing in brand building before you walk into a buyer meeting, not after. A distinctive package, a clear positioning statement, an active social presence, and earned media coverage in the right outlets all signal that a brand is ready for broader distribution. PR and influencer coverage can open doors. Performance data from existing markets can close them. And once you're on shelf, a targeted media strategy ensures the product turns fast enough to earn more space.

HOW DO YOU TURN SHOPPERS INTO REPEAT CUSTOMERS?

By giving them a brand they want to keep coming back to. Trial gets someone to the shelf. Loyalty keeps them there. The gap between the two is where most CPG brands lose people, because the product experience ends at purchase and the brand relationship never really begins.

Closing that gap requires a full-funnel approach: awareness to create reach, content and social to build a relationship, and targeted media to stay in front of customers between purchase cycles. When your brand is present, consistent, and genuinely valuable to the people who chose it, repeat purchase follows naturally.

Make your brand the one shoppers reach for first.

We'll help you build a brand with a powerful reason for people to choose you, and keep choosing you.

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A Partner Built for the Long Game

Grady Britton has been growing brands for over 50 years. Founded in Portland in 1974, we're an independent creative agency with deep roots in the Pacific Northwest and a track record that spans consumer packaged goods, food and beverage, retail, financial services, and purpose-driven brands of every kind.

We were the first B Corp certified agency in Portland, a reflection of our belief that business done well is business done with purpose. That same conviction shapes how we work with CPG clients: with honesty, creativity, and a genuine investment in helping great products find the audiences they deserve.

Our CPG experience runs deep. We've been agency of record for Bob's Red Mill for over a decade, building the brand and marketing programs that helped them grow nationally while staying true to their roots. We built Buoy Beer's brand from scratch, from naming and logo to packaging and identity, and helped them grow barrel production by 2,465%. We took Forward Greens from farm startup to 200-plus retail locations across three states through brand strategy, packaging, and a PR campaign that earned 95 million impressions. In each case, the work started with a clear brand foundation and scaled from there.

Today, Grady Britton operates in partnership with Mad Fish Digital, combining brand strategy and creative with performance marketing and digital capabilities, so CPG brands get both the creative depth and the demand generation expertise they need from a single, aligned team.

B Corp Certified

Portland’s original B Corp agency, certified 2014.

CPG-Fluent

Bob's Red Mill, Buoy Beer, Forward Greens, Stumptown, Market of Choice

50+ Years

Growing brands since 1974

Make your brand the obvious choice to shoppers.

We'll help you build a CPG brand that’s more than a product for shoppers.

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