It doesn’t appear as though the example you’re referring to is set up to use CPack properly. I would recommend asking the author(s) of that project to clarify documentation.
I don’t have a simple one off hand, sorry. I do know you should use add_executable(MACOSX_BUNDLE), use include(CPack), and set a bunch of CPACK_ settings at least. Those might help you find other examples on GitHub or such. Others here may have better information as well.