Services — Common Good

Built to move product for brands built to do good.

We've designed every Common Good service around the specific commercial challenges health and happiness CPG brands face — from building belief at the brand level to driving velocity at the shelf. Strategy, creative and media all work together to drive performance.

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59 Years in CPG
$100M Under Management
12 Brands Grown to Exit
1.5M Store Locations Unlocked
Ace-2 At Shelf
Zespri On Screens
Syncron In Culture

How We Work

One connected system.
One outcome: velocity.

Strategy informs creative. Creative feeds media. Media proves strategy. We built Common Good so none of these run in separate lanes. Because in CPG, that gap costs velocity.

01 — Strategy

Belief Builders

We uncover cultural tensions and shared beliefs that unlock real positioning. Two Weeks to Truth, semiotics, consumer research — the thinking that makes everything downstream sharper, faster and harder to copy.

02 — Creative

Creative Converters

Ideas rooted in cultural truth and built to perform. Packaging that earns shelf space. Campaigns that earn attention. Content that earns trial. Creative held to a performance standard.

03 — Media

Velocity Drivers

We fuse data, precision targeting and iterative learning to drive predictable growth. Every channel we run — retail media, paid social, performance creative, influencer — is built to move product and prove it.

Our Categories

The CPG categories we know cold.

We’ve spent more than five decades building, launching and growing brands across the full consumer packaged goods landscape. These are the categories where we have deep shelf expertise and proven performance.

Organic Premium Produce Responsibly Sourced Meat, Seafood & Eggs Nutrition & Snack Bars Natural & Organic Sports Nutrition Premium & Clean Beauty Wellness & Self-Care Functional & Better-For-You Snacking Plant-Based Better-For-You Frozen Functional & Better-For-You Beverages Vitamins, Minerals & Supplements Functional Dairy & Dairy Alternatives

Brands We've Grown

Our partners that made us fall In love with CPG.

Our Work

What velocity looks like.

A cross-section of the strategy, creative and campaigns we’ve built for purpose-led CPG brands.

Common Good work reel — strategy, creative, campaigns & media, since 1967.

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01 02 03 04 05
The shelf
is the truth Distribution
is a trap Data alone
won't save you Growth requires
new buyers Activity isn't
impact

Move or get moved. CPG retail is the most honest feedback loop in marketing. It doesn't care how good your strategy sounded. Only whether people purchased.

Distribution doesn't create demand. It puts it on display. If solid velocity isn't there from the start, expanding distribution just creates underperformance in more places.

Data is a rearview mirror, not a steering wheel. Data can validate strategy. But it can't replace ideas. If your strategy is coming from a dashboard, it's not a strategy. It's a report.

Growth doesn't come from loyalty. It comes from reach. There's a limit on how much one person can consume. Real scale comes from increasing the number of people who buy.

Activity can pose as progress. That doesn't make it true. Most agencies are responsible for output, not outcomes. If your marketing isn't connected to velocity or revenue, what's the point?

Where We Meet You

Designed for where you are. And for where you're going.

Brand challenges aren’t one-size-fits-all. We’ve built three frameworks that map to where you actually are, so you’re not paying for things you don’t need or skipping steps that’ll cost you later.

01

Brand New / Brand Relaunch

Build your brand and your go-to-market in parallel — so the story you tell in the market is the same one that earns shelf space and drives trial.

02

Brand Expansion

New channels. New audiences. New pressure. Expansion is where brands find out if the foundation is solid. We make sure yours is before the market does.

03

Brand Optimization

You're in market and the numbers are telling you something. We help you find what's actually driving growth, cut what isn't and build the engine for what's next.

What We Deliver

Everything we do, organized by how we work.

Our services span three practice areas — strategy, creative and media — each one a discipline, all three working as a system.

Two Weeks to Truth
A one-day intensive brand strategy workshop that aligns stakeholders, surfaces brand truths and produces a differentiated positioning platform. The output drives naming, identity, packaging, campaign and media decisions. Everything downstream is stronger when this is done first. A half-day version is available for brands that already have a direction established and need to sharpen or extend their positioning for a new channel, audience or stage of growth.
A research-based audit that decodes the dominant and emerging cultural codes, visual language and symbolic meaning operating in your category. Semiotics reveals what your category actually means to consumers at an unconscious level — and where the real white space is. The output informs positioning, packaging and creative direction.
A disciplined translation of brand positioning into three distinct consumer-facing directions — each made visually and verbally tangible enough to evaluate, test with consumers or pressure-test internally before committing to a design or campaign direction.
Consumer research that tests how your target audience responds to brand positioning, strategic territories, campaign territories or packaging directions before you commit to full development. The goal is to identify which path has the strongest potential to resonate and to surface any barriers or misalignments early.
An expert-led naming process that finds a brand name aligned with strategic direction and built to grow with the business over time. The process balances creative ideation with strategic judgment — exploring a wide range of linguistic territories before narrowing to a refined set of top contenders.
The big idea and everything needed to prove it out and evaluate it. This engagement develops three distinct campaign platforms each fully expressed across the tactics relevant to the brand's channels and go-to-market. Each platform is a complete executional point of view: the strategic idea, the creative expression and the proof of how it comes to life across film, OOH, social and retail.
A shopper campaign built around a real human insight that will drive purchase intent and velocity — not a promotional mechanic. Three distinct insight-driven expressions developed from a shopper-specific strategic brief each demonstrating a point of view that connects emotionally while pushing toward action at the moment of decision.
New creative expression built on an approved campaign platform for when the idea is working but the executions need a refresh. Rather than developing a new campaign concept, this engagement extends the life of an existing platform by introducing new creative angles, updated messaging or fresh executional approaches that keep the campaign feeling current without abandoning what's already proven. This may include seasonal adaptations to an existing campaign as well.
Packaging & Visual Identity
Shelf-ready packaging design and the essential visual identity system that grows out of it — built together as one program. Because the decisions made in packaging design are the brand's foundational decisions, the logo, color, typography and graphic language that emerge become the core identity system the brand carries everywhere.
A brand guidelines document that codifies how the brand looks, communicates and shows up across its core applications. This is the reference tool that allows internal teams, agencies and partners to apply the brand consistently without reinventing decisions that have already been made. A one-sheet essentials version is available for brands that need the foundational rules without a full system document.
Full design and development of a Shopify website built to express the brand, support the path to purchase and perform on both desktop and mobile. The site is structured around conversion and brand credibility — not just aesthetics.
Ongoing post-launch support for your Shopify site with no ticket limits and priority queue access for brands with frequent update needs or fast-moving product, promotional or content calendars that can't afford to wait on changes. A standard plan is also available for brands with moderate recurring maintenance needs who want a predictable monthly engagement.
A focused studio shoot producing a core set of photo and video assets for use across the website and social. Shot through a studio platform with agency creative direction — an efficient, cost-effective production format built for digital. Not a full commercial shoot, but professional enough to hold up anywhere on screen. Available as a two-day or one-day shoot.
The work that takes an approved campaign platform and rolls it out across the funnel — channel by channel, format by format — through to creative that is ready for production and versioning. This is the development of a complete communications architecture and the creation of campaign-ready assets that will be fully produced and versioned once the media plan is finalized. Available in configurations to fit the go-to-market plan.
The production and versioning of an approved campaign — fully executed through Common Good's AI Studio and delivered in every format, size and dimension required by the media plan. This is where approved creative direction becomes launch-ready assets: video produced, static built and everything versioned to spec across every agreed placement and channel.
The work that takes an approved shopper campaign platform and builds it out fully across every channel in the plan, sized, versioned and ready to run. Once the shopper idea is set this is what turns it into a complete communications plan and every asset needed to show up consistently from the retail shelf to the digital shelf.
A fully managed organic social program covering strategy, content planning, production, publishing, community management and reporting. The goal is to build a consistent, engaged brand presence that supports retail visibility and drives trial. This is an ongoing monthly engagement, not a project.
High-quality product imagery built digitally for when speed, scale or timing make a traditional shoot impractical. The output reads as photographic on shelf, on screen and on site. Typical uses include pack shots before physical product exists, variant imagery across flavors and sizes without reshoots and display visuals built from individual pack files.
Iterative Performance Creative
A monthly paid social creative retainer built around a performance engine called Agile Ads. This runs on a structured two-cycle process that alternates between strategic review and asset production — so every batch of creative is informed by real platform data and every media dollar works harder. Output is paid social and supporting digital creative.
A fully managed influencer and content creator program built on our proprietary Micro/Macro platform. It runs two parallel tracks: influencer activation for on-platform reach and affiliate performance and UGC creator production for paid media assets across Meta and TikTok. One program, two outputs. This is an ongoing monthly engagement.
A media strategy and tactical plan that translates brand and business objectives into a specific, executable media program. This is the plan that informs every subsequent media dollar spent — covering channel mix, budget allocation, creative requirements, vendor selection and the learning framework that turns early campaign data into ongoing improvement.
Ongoing management of paid media campaigns across platforms and channels. This is where the media strategy gets executed. Common Good handles all platform management, buying, optimization, trafficking and reporting against the approved media strategy and learning plan.
Ongoing management of paid search campaigns covering keyword search, responsive ads, Performance Max and Shopping feed advertising. Unlike channels that build awareness, paid search captures demand that already exists — intercepting high-intent consumers at the moment they're actively looking. Managed as a monthly performance engagement focused on qualified traffic, conversion and return on ad spend.
A fully managed retail media program across major retailer platforms including Walmart Connect, Kroger Precision Marketing, Instacart, Criteo, CitrusAd and others. Retail media is the only channel that reaches shoppers at the point of purchase — on the same platform where the transaction happens — making it uniquely effective at driving velocity, improving discoverability and supporting sell-through at the SKU and retailer level.
A structured audit and buildout of product detail pages across retailer platforms — because media performance is only as strong as the listing it drives to. Poor PDP content undermines even well-managed campaigns. This program ensures that every SKU arriving at shelf is presenting the brand and product as effectively as possible.
A structured diagnostic of retail performance that establishes the commercial baseline before any media or strategy work begins. The audit answers the questions that actually matter: what is the product doing at shelf by retailer, by SKU, by buyer cohort? Where is growth coming from and where is spend recycling the same buyers? The output makes every subsequent strategy decision defensible rather than directional.
A conversion rate optimization program for DTC websites built around a simple premise: identify what's preventing purchase and fix it. The program runs in three sequential phases — a heuristic audit, a full implementation month and an ongoing monthly testing program. Designed for brands that are losing revenue to site friction they haven't yet identified.
A launch-ready Amazon presence built for conversion — covering product detail pages, A+ content and a branded storefront. This work translates brand strategy and product benefits into optimized Amazon content that educates shoppers, builds credibility, differentiates the brand and drives early sales momentum.
A one-time foundational engagement that builds the strategic, creative and technical infrastructure for an email program — before ongoing management begins. This is the work that has to happen first: strategy, design system, copy and automation flows configured and live. Everything ongoing is stronger when this is done right.

Our Method

We engineer predictable velocity.

Since 1967, every engagement, every brief and every deliverable has been built to move product — at shelf, on screen and in society. The method has evolved. The standard hasn’t.

Cultural Insight First

We uncover the tensions and truths that unlock belief before we produce a single asset.

Creative Held to a Performance Standard

Every idea is built to resonate emotionally and convert commercially.

Media Precision at Every Stage

Channel mix and budget allocation designed to generate real incrementality — not circular spend.

Data Closes the Loop

Analytics and optimization connect cultural insight and creative energy back to velocity, continuously.

What People Are Saying About Us

“We’ve successfully turned around ten brands working together for more than a decade with my tenure at four companies. I know I can always trust them to get it right, sometimes with very little time.”

CG_21_SiteReviews_Headshots_MontySharma
Monty Sharma, CEO at Therabody

“Thanks to Common Good’s creativity, collaborative mindset and strong digital capabilities, the agency has delivered a truly distinctive campaign that encourages consumers to mix up their shopping routine and discover Zespri SunGold.”

CG_21_SiteReviews_Headshots_RaulMurguia
Raul Murguia, Head of Marketing for the Americas at Zespri International

“Common Good helped us create packaging that reflects our brand’s playful energy while bringing the real ingredients and spirited flavor profiles to light — right on the front.”

CG_21_SiteReviews_Headshots_AlanMurray
Alan Murray, CEO at GoodBelly

“Common Good has provided invaluable counsel and insight in our brand marketing efforts at Jenny Craig.  They are smart, responsive and strategic, and we hold them in high regard for both their communication skills and marketing insights.”

CG_21_SiteReviews_Headshots_MikeRaymond
Mike Raymond, CMO at Jenny Craig

“Through the restructuring and turnaround process, the company has firmly re-established itself and the results have been tremendous, which is a testament to the brand, our internal and agency team and our loyal guests.”

CG_21_SiteReviews_Headshots_NishantMachado
Nishant Machado, CRO and CEO at Romano's Macaroni Grill

Our Tech Backbone

Intelligence doesn't replace great work. It multiplies it.

The longer our system runs, the further ahead it pulls. Campaign intelligence, creative performance and audience signals all feed back into the next decision — so every engagement builds on the last instead of starting from scratch. Here’s how it works.

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