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Challenge Dairy Drives Incremental Sales Lift of 63%

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Instacart

Dec 6, 2023

Since its inception in 1911, Challenge Butter has been churning out success from family-owned dairy farms. With a product portfolio that includes traditional stick butters, spreadable butters, European-style butters, and the new line of sweet and savory Flavored Butter Spreads, Challenge is known for innovation in the category. Most recently acknowledged by Progressive Grocer, who named Challenge as a Category Captain for its pioneering efforts in the dairy segment.

Partnerships driving success

Challenge was already actively advertising on Instacart before the online grocery boom in 2020, but with the immense and immediate shift in consumer behavior that followed, they began scaling their investment on the platform. By advertising on Instacart, Challenge was able to engage with its core consumer base even though many were no longer shopping at brick-and-mortar stores. 

Challenge used their success on Instacart to support innovation and develop alternative products, pivoting strategies when product inventory at retailers fluctuated.

Matrixx CPG, Challenge’s digital and ecommerce partner, manages the brand’s day-to-day relationship with Instacart.

Proven incremental sales lift of over 60%

While Challenge has witnessed consistent positive outcomes around core metrics such as impressions, attributed sales, and return on ad spend on Instacart, it was the results of an incremental lift test that provided the clearest indicator of success. They participated in an incremental sales lift study examining the holiday/Q4 period of 2022 in order to quantify the impact advertising on Instacart was having on their sales. That study revealed an incremental sales lift of 63%. 

Challenge has also been using additional metrics like new-to-brand sales to refine advertising strategies and leveraging new Instacart Ads features to drive significant impact.

Instacart Ads — a key ingredient in the marketing mix

As Challenge Butter continues its legacy of quality and innovation, the brand looks forward to delighting audiences with new offerings and maintaining its commitment to excellence.

*Prior results do not guarantee future outcomes. 

This post contains third-party claims and advertisements.  Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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