Why Legacy CPG Brands Have the Most Untapped Potential on Social Media
Legacy brands are sitting on a goldmine when it comes to social media — many just don’t realize it yet.
Here’s why the opportunity is so big:
- Built-In Trust: Customers already know and trust these brands. Retailers are willing to stock them even without a strong social presence — proof of a loyal, passionate community.
- Reinvigorated Community: When legacy brands invest in social, it’s not just marketing. It’s about giving their community a microphone to share their experiences and passion.
- Cross-Promotion: Many legacy brands have one “hero SKU” people recognize. Social media lets you introduce your existing fans to your full product lineup — something much harder to do on crowded retail shelves.
- Defense Against Digital-First Brands: Newer, social-native brands are agile. They launched during the height of social media, and their content is fast, fresh, and world-aware. They may start small, but if they gain funding, their digital-first strategy often leads them into retail — competing for the same shelf space legacy brands fought hard for.
Social media today is as much about listening as it is about broadcasting.
Legacy brands have something new brands don’t: deep, generational loyalty. But without a presence where customers spend their time — online — that loyalty can fade.
We saw this play out firsthand.
We worked with Thayers, a brand founded in 1847, that initially didn’t even have an Instagram account. Alongside their incredible in-house team, we helped take Thayers from a trusted natural channel staple to a mass market powerhouse. The result? They were acquired by L’Oréal — proof that with the right social investment, even the oldest brands can reinvent their future.
If you’re a legacy brand with strong retail presence but limited social activity, here’s what you need to know:
- Start now. The sooner you build your digital presence, the more ground you can hold.
- Focus on your existing fans. Let them share their stories and passion.
- Stay aware of the new competition. Digital-first brands move fast — and they’re growing.
- Play both offense and defense. Social isn’t just about gaining followers — it’s about protecting your base.
Legacy brands have earned their place in retail.
Social media is how they keep it — and grow from it — in the future.
