Instacart is a grocery shopping and delivery service that serves customers who order groceries online from participating retailers—a service popularly used by many retailers within the Midwest Dairy Region.
Research shows cheese sells very well through the holiday season, so through November and December of 2022, Midwest Dairy launched an Instacart banner ad campaign to drive awareness and traffic by targeting consumers using purchase behavior and keywords. The banner ad featured cheese as a key ingredient for a hearty meal or general entertaining during the holiday season. We were also able to suggest a cheese purchase by our ad showing up on adjacent online “aisles” like snacking (deli, granola bars), milk, and bananas. To execute a campaign that covered a large geography within the Midwest Dairy region, we targeted Jewel-Osco, Schnucks, Hy-Vee, Cub Foods, and Price Chopper with our banner ad with the “shop cheese” feature. Once the customer clicked the “shop cheese” button, they were taken to the cheese category page to “add to cart” and purchased right from that page.
Midwest Dairy was pleased with the results. The campaign drove over 2 million impressions and almost 60,000 clicks and $611,000 in cheese sales can be attributed to this banner ad. These numbers prove that consumers saw the ad and reacted, generating sales. Cheese items included in the campaign also saw increased units sold during the campaign weeks versus the four months previous. The average ROAS (Return On Ad Spend) was over $12. This means that for every $1 invested in this campaign, we drove $12 in cheese sales.
By staying educated on relevant shopper marketing tactics like this, Midwest Dairy can help more dairy products find their way into consumers’ carts – especially online. Online grocery shopping is projected to continue to grow, and Midwest Dairy remains dedicated to making dairy products more visible in the digital space, which will encourage more milk consumption – a win for farmers, retailers, and shoppers.