Shelf-to-feed content for CPG brands
Real people who tried your product post your approved videos from their own accounts. Pair posting with Air Fresh sampling for content nobody else can make.
CPG lives and dies at the shelf, but the decision often starts in a feed. A shopper sees someone toss your snack in a cart, or make a quick recipe with it, and remembers the package on the next store run.
Postfield gives packaged-goods brands that kind of everyday content at volume. Vetted Air Fresh Marketing ambassadors get your product, use it in their real lives, and post your approved hooks from their own TikTok and Instagram accounts. Every caption starts with #ad and the paid-partnership label is on.
Because Air Fresh already runs in-store and street sampling, you can connect the two. The ambassador handing out samples on Saturday can post the haul, the recipe or the reaction on Sunday. Disclosed, and true.
Disclosure is simple and constant. Every caption carries #ad and the paid-partnership label, so shoppers know it's a promotion and your brand stays clear of the FTC's rules on undisclosed endorsements.
Posters can film where they found you, which store aisle, which cooler. That helps shoppers find you and gives your sales team content to show buyers.
Recipe and pantry content works best in real homes. Many posters means many kitchens, families and use cases.
Only a company with field staff can pair live sampling with posting. It makes the experience real and the content honest.
A 8-week campaign plan you can copy
Support a retail launch by driving in-store searches in two test markets.
- Grocery haul
- 3-ingredient recipe
- Pantry restock
- Store find
- Recipe vs. haul format
- Price called out vs. not
- Store name in hook vs. not
- Phase 1Week 1: ship product to posters in the two test markets, confirm which stores carry you, warm up accounts in food
- Phase 2Weeks 2 to 3: haul and recipe posts, 8 hook variants, each naming a real store where you're on shelf
- Phase 3Weeks 4 to 5: add sampling-day content where Air Fresh events run, and cut the bottom half of hooks
- Phase 4Weeks 6 to 7: scale the top three hooks and formats across all accounts
- Phase 5Week 8: publish a results page and share it with retail buyers and your sales team
Platforms: TikTok + Instagram Reels. Every post: #ad up front, the platform's paid-partnership label, a real person's own account, no bought engagement.
Compliance notes for CPG brands
Words like "healthy", "high protein" or "good for gut health" may have specific rules. Posters avoid claims your label and legal team haven't approved. This is not legal advice. Talk with your counsel.
Posters try the product before posting, so taste reactions are real. Fabricated experience violates the FTC's testimonial rule.
General information, not legal advice. See our compliance model.
FAQ
Can posters be in specific markets?
Yes. Match posting to your retail footprint so content points to stores where you're actually on shelf.
Can we bundle sampling?
Yes. Air Fresh runs sampling and street teams. Ask about pairing an event with a posting campaign.
Who approves content?
You approve hooks and captions up front, and ops reviews every post before it counts.
Is there a founding offer?
We're accepting a small group of founding brands. Apply here.
Can posters show competitor products?
Only in fair, honest ways your legal team approves, such as a real side-by-side taste test. No disparaging claims, and no implied comparisons the brand can't back up.
How do we use the content with retail buyers?
Publish a results page. It lists every post with its disclosure badge and a link, so a category buyer can see real people using your product in their market.
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