IZEA

We gave creators a block of feta and permission to run wild. Dirty martinis. Crispy feta. Recipes people saved to make at home. Then something more important happened: it changed which feta people reached for at the store.

Shoppers on GLP-1s want to eat well but often don’t know how, and credible creators can close that gap in ways a 15-second ad can’t. We rank 10 CPG food and beverage companies that saw this shift coming or moved fastest once it arrived.

“Creators drive awareness, not sales.” We hear it often. This Athenos campaign beat its engagement target by nearly 2x. Then it went to the checkout line. Watch to the end.

We gave creators a block of feta and permission to run wild. Dirty martinis. Crispy feta. Recipes viewers saved to make at home. Watch what happened next for Athenos.

Engagement is easy to report. In-store sales are harder to prove. Athenos and IZEA got both, and an independent sales lift study verified it. Stay for the final numbers.

Most people only think of feta when they make a salad. Athenos changed that with creators, turned feta into a fridge staple, and brought new households to the brand. Here’s how.