Ambassador programs
A small group of creators who use your product through the year and keep coming back to it.
Creator partnerships for food, home and family brands
We plan ambassador programs, product seeding and retail-season content with mid-sized creators, for the brands people bring home.
For brands people use every day
We work with household, food and drink, home and garden, family, outdoor, pet and wellness brands, and with creators who already cook, clean, build and camp the way your shoppers do.
Most of the creators we put forward have audiences in the tens or hundreds of thousands. We like that size because the creator still reads the comments, and the fees leave room to work with several creators across the year instead of one big name for a single post.
- Food and drink
- Household
- Home and garden
- Family
- Outdoors
- Pets
- Wellness
How we help
Each program is planned around your year. You can start with one and add the others as the calendar fills in.
Product seeding
Product, a short note and no obligation to post, sent to the homes where it fits.
Creator integrations
Paid recipes, how-tos and routines on YouTube, Instagram, TikTok and Pinterest.
Content licensing
The rights to use creator content on retailer product pages, your site and paid social.
Retail moments
Content timed to launches, shelf resets, retailer events and the holidays.
Reviews and community
Honest reviews and a creator community, run inside the FTC's rules from the first message.
Work with the same creators all year
A single post is easy to scroll past. When a creator uses your product in March, brings it back for summer and gifts it in December, their audience watches it become part of a routine, and the creator gets better at showing it each time.
That's why most of our plans center on a small group of ambassadors, with seeding and one-off integrations alongside.
See ambassador programs
How a program runs
The same five steps sit under every program, whether it's a single seeding send or a year of ambassadors.
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Step 1: Plan the year
We start with your retail calendar: launches, shelf resets, retailer events and the seasons your category sells in. Then we agree what success looks like and how we'll measure it, before a single box ships.
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Step 2: Build the shortlist
We look for creators who already make the kind of content your product belongs in, then check their audience, their comments, their past sponsorships and how they handle disclosure.
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Step 3: Seed and brief
Product goes out with a short note and no obligation. Creators who want to go further get a brief that covers the product, the claims you can back up and the disclosure we need, and leaves the words to them.
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Step 4: Publish and license
Content goes live on agreed dates with a clear disclosure. If you want to reuse it, the license is already in place: where it may appear, how long it can stay up and which cuts you can use.
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Step 5: Report and renew
We report against the measures we agreed, including the effects we can only see indirectly. The creators who worked best become next season's ambassadors.
Plan around the retail calendar
We work back from each date on your calendar. Product ships eight to twelve weeks ahead so creators have time to use it, briefs follow a few weeks later, and content goes live in the run-up to the moment. Holiday content takes longest, so we brief it in late summer.
- March 28 Easter baking and hosting
- May 31 Memorial Day and the start of grilling season
- August Back to school
- November 25 Thanksgiving
The kind of content we plan for
Recipes cooked over a fire, tiny brick builds held up to the lens, a heated tent in deep snow. The stills come from creators' public YouTube channels and aren't our campaigns.
