At Good Culture, a profound commitment to the well-being of people, animals, and the planet serves as the driving force behind their mission to reinvent the food system from the ground up. Their dairy products are formulated for taste and nutrition to power on-the-go, and active people to be and feel their best. Using live and active cultures, high-protein nutrition with no preservatives, gums, or artificial anything, Good Culture makes products from ingredients consumers can pronounce, sourced from trusted suppliers.
Capitalizing on the Instacart Opportunity
“The surge in online grocery shopping and delivery options offered an opportunity for us,” said Hannah Goodwin, Interim Director of Marketing, Good Culture. “We were thrilled by the success we had on Instacart and the ability to optimize and measure in real-time. We tracked our return on ad spend (ROAS) and attributed sales on the platform and leveraged insights to fine-tune our marketing strategy effectively.”
Unveiling Remarkable Success
Good Culture's journey on Instacart has been marked by remarkable achievements, highlighted by an exceptional ROAS exceeding 11x. In 2023, the brand not only contributed to category growth but also gained market share along the way. Their topline sales witnessed a triple-digit growth trajectory month over month, signifying the brand's increasing impact and resonance in the market.
Instacart: A Pillar of Digital Strategy
“Advertising on Instacart is a significant piece of our Digital Marketing strategy,” said Goodwin. “While there has been an explosion of digital offerings, many are still being measured solely in CTRs and impressions. Instacart’s closed-loop reporting and its ability to measure success sets it apart. The platform is pivotal for a refrigerated brand like ours as we don’t have the option for a true direct to consumer model business.”
Good Culture is geared to continue its journey as a category leader and an innovation pioneer within the cottage cheese category.
*Prior results do not guarantee future outcomes.
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