Butcher’s Bone Broth + Seedling Collective Find Success and Scale with Instacart Ads

A leading name in premium, refrigerated bone broth, Butcher’s Bone Broth is raising the bar for functional nutrition—and reaching more health-conscious consumers—thanks to strategic advertising on Instacart. Founded by third-generation butcher Thomas Odermatt, Butcher’s commitment to slow-simmered, real bone broth has earned it a dedicated following among those seeking clean, high-protein options that support gut health, immunity, and daily wellness.

Connecting with Today’s Wellness-Focused Consumers

As Butcher’s expanded its distribution footprint, it recognized the need to accelerate brand awareness and consumer trial in an increasingly crowded market. The team saw an opportunity with Instacart to engage consumers directly in their path to purchase. “It was important for us to meet consumers where they are already shopping, and Instacart provides a strong platform for both discovery and conversion,” said Butcher's Bone Broth President, Gregory Lok

Driving Discovery and Sales with Sponsored Product and Display

To ensure maximum impact, Butcher’s Bone Broth leverages both Sponsored Product and Display formats on Instacart. Sponsored Product channels high-intent consumers searching within the broth category, while Display campaigns broaden reach and drive awareness across the platform. The team has tailored distinct campaign structures for both retail and club-size products, including offerings through Costco, in order to cater to various shopping missions and pack sizes.

Impressive Results and Measurable Growth

Instacart has established itself as an efficient, scalable channel for Butcher’s growth goals. By leveraging Instacart Ads, Butcher’s Bone Broth finished 2025 with a 12.1x overall ROAS, particularly within its differentiated retail and club campaigns, while growing its category share by over 74% as of January 2026. “Our acquisition campaign has been especially impactful, driving a high percentage of new-to-brand customers and helping us expand our share within the broth category,” Lok stated. Continued investment in Instacart has translated to consistent sales growth and meaningful incremental revenue over time.

A Collaborative Partnership Driving Performance

“Our relationship with Instacart has been highly collaborative and performance-driven,” Lok noted. The Instacart team, in collaboration with our agency partner Seedling Collective, has provided expert guidance in campaign optimization, strategic testing, and ongoing communication, all of which have enabled the brand to scale investments efficiently while maximizing returns.

Retail Media at the Heart of an Omnichannel Strategy

Instacart’s role extends beyond sales to function as a cornerstone of Butcher’s overall marketing strategy. “It allows us to connect media investment directly to sales at the point of purchase, which is especially important as we continue to grow distribution,” said Lok. Instacart serves as both a conversion engine and an acquisition channel, complementing the company’s retail and other digital marketing investments for a holistic, full-funnel approach.

Ecommerce Growth Signals a New Era for Grocery Brands

The rise of ecommerce channels like Instacart represents a significant growth driver for the company. As more consumers embrace online grocery shopping, the brand is witnessing robust online sales and expects these trends to accelerate. “We are seeing strong growth in online sales as consumer behavior shifts and more shoppers incorporate ecommerce into their regular routines,” Lok explained.

Looking Ahead: Building on Momentum

With an effective Instacart strategy in place, Butcher’s Bone Broth is focused on expanding its distribution, reaching new consumers, and refining campaign strategies to further optimize new customer acquisition. Ongoing investment in retail media, coupled with a commitment to quality and innovation, aims to build on the company’s momentum and solidify its leadership in the broth category.

^{Prior results do not guarantee future outcomes.}
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