Best of the Best: September Campaigns our Creators & Brands Loved
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Here's How Brands Are Using Hummingbirds To Win At Retail
KiZE, AROMATICA, Stella & Chewy's, and Hiyo are just a few of the brands that partnered with Hummingbirds this September. Each campaign chased a different goal, from back-to-routine hauls and new retail launches to category reframes and better-for-you swaps, and creators brought every brief to life in aisles across the country.
Here's a look at what these campaigns delivered. Chat with our team about what's possible for your brand.
KiZE
Back-to-routine season is crowded with snack options, so KiZE needed its bars to read as an easy everyday pick for busy families and students alike. The brief asked creators to film a Target haul that called out the limited-time Rollback deal, then show the bars tucked into backpacks, packed lunches, and afternoon snack breaks. Pairing a real sale with real routines gave shoppers a reason to act now instead of later.
AROMATICA
Scalp care is still a discovery category for most shoppers, so AROMATICA's brief treated the Target Beauty Studio run as part of the story rather than a backdrop. Creators revealed the Rosemary Scalp Scrub mid-video, then walked through the full application, massage, and rinse with a chatty voiceover and a before-and-after transition. That shelf-to-shower format made a K-beauty find feel worth adding to the next Target trip.
Stellar Snacks
Stellar Snacks wanted its artful Pretzel Braids to stand out on shelf and in the cart, so the brief focused on the in-store discovery moment at Target and an unscripted first bite. Creators picked their own flavor, captured the satisfying cart shot, and followed the bag home to the pantry, work bag, or snack drawer. That low-pressure, taste-first approach drew more creator interest than any other campaign this cycle.
Just Made
A cold-pressed juice has to prove it belongs in someone's day, so Just Made's brief asked creators to show a quick Safeway run and then carry the juices through busy mornings, post-workout refreshes, and desk-side sips. Talking points about cold-pressed freshness and Latin American inspiration gave creators something genuine to say without turning the content into a script. That routine-first direction kept every sip grounded in everyday life.
Belgian Boys
Belgian Boys needed shoppers to know its new Bite-Sized Waffles had landed at select Northeast Costco locations, so the brief leaned into the "wait, Costco has these?!" discovery. Creators who already loved the brand's pancakes introduced the waffles as the next breakfast find, then showed them fitting into hectic school mornings. That new-item excitement, anchored in real family routines, resonated with followers more than any other campaign this cycle.
Real Dough
Frozen pizza rarely surprises anyone, so Real Dough built its brief around the freezer aisle double take and the naturally fermented sourdough crust that sets it apart. Creators captured the crust bubbling in the oven, the crispy edges, and a genuine first-bite reaction in lived-in kitchens across Denver, the Pacific Northwest, and St. Louis. Making the crust the main character turned a regional launch into craveable proof.
Banza
Banza wanted its Chickpea Pasta Variety Pack to feel like a Costco find worth getting excited about, so the brief asked creators to open with a strong hook and then bring family or friends to the table. Creators turned the pasta into weeknight dinners, lunchbox meals, and full-on taste tests with honest reactions from kids and adults. Those dinner-table moments made a protein upgrade feel easy and approachable.
Stella & Chewy's
Stella & Chewy's was brand new at Walmart, so the brief asked pet parents to bring the retailer into the story through in-store shots, cart moments, or order pickup before heading home to the bowl. Creators showed the Meal Mixers served as a topper, a treat, or a complete meal, and happy pups did most of the convincing. With the largest creator cohort this cycle, that Walmart-to-bowl story reached pet parents at real scale.
Good Grains
Good Grains had plenty of differentiators to share, so the brief asked creators to pick one primary message and one supporting benefit instead of cramming every claim into a single Reel. Creators found the cereal at Sprouts or Erewhon, leaned into Saturday-morning nostalgia, and closed with the pour, the crunch, and an honest first bite. That focused storytelling helped the cereal read as a new find worth telling a friend about.
Scoops
Scoops set out to win a category shoppers already know, so the brief called for an ad-like, comparison-led Reel that positioned Scoops as the peanut powder upgrade from the very first frame. Creators showed the product on the Target shelf in person, then blended it into smoothies, oats, and yogurt to prove how it fits a real routine. That direct, head-to-head structure gave the protein story a clear and memorable hook.
Hormbles Chormbles
Hormbles Chormbles didn't want to be mistaken for another protein bar, so the brief reminded fitness and active-lifestyle creators that this is candy with protein, not the other way around. Creators tossed bars into gym bags, unwrapped them after practice, and treated them like the sweet reward they are. That category reframe gave an active audience permission to get genuinely excited about candy again.
Hiyo
Hiyo's rerun needed its Costco Sunset Party Pack to feel like group-chat news, so the brief asked creators to feature all three flavors and frame the tonic as a healthier swap that doesn't sacrifice fun. Creators took the pack from the beverage aisle to fridge restocks, golden-hour hangs, and upgraded nights in while highlighting its USDA Certified Organic status. That social, feel-good framing earned the strongest reach engagement of any campaign this cycle.
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