Midwest Dairy continues to evaluate opportunities with Instacart as online grocery shopping remains a popular option for shoppers. Research shows that nearly 80 percent of consumers repeat their first purchase of a product on their second grocery order. Because of this, Midwest Dairy knows we must “win” the first purchase by being top of mind as shoppers fill their carts. This objective underscores the importance of establishing a strong online dairy presence through eCommerce ads on Instacart.
From November 2023 through December, Midwest Dairy worked with Instacart to promote yogurt, cheese, sour cream, cottage cheese, and butter. This campaign aimed to increase awareness, traffic, and sales by targeting consumers based on purchase behavior and keywords. This Instacart promotion complemented other retailer activations in the Midwest Dairy Region, amplifying support to drive dairy sales.
While Instacart doesn’t provide the incremental pounds of milk measurement, they provide a measure known as “Return on Ad Spend” or ROAS. This measurement quantifies the return for every dollar spent on promotion. The total results of this campaign include a blended ROAS of just over six dollars. That means that for every dollar spent on the campaign, we achieved $6.01 in sales. This exceeds the expected two-dollar benchmark. The ads generated three million impressions and successfully attracted new consumers to the category, with 12 percent being new across all the categories mentioned above.