Fire & Smoke Society Spices Up Sales with Instacart Ads

Fire & Smoke Society, the makers of spices, rubs, seasoning, and sauces with playful names like ‘Potato Slayer’ and ‘Mayor Of Rub Town’ got their start back in 2018. Originally, the spices and seasonings were an offshoot of the founders’ grill company, PK Grills, intended to market and help sell their barbecue grills. But the line’s popularity quickly outshone the barbecue grills it was intended to highlight. In their words, the sideshow quickly became the main event and Fire & Smoke Society was born. 

A Strategic Partnership with Instacart

Fire & Smoke Society started advertising on Instacart recently, in November of 2023 with the goals of increasing brand visibility, driving sales, and capitalizing on the growing trend of online grocery shopping.

“We felt Instacart offered a unique opportunity to reach a large, new-to-us audience of consumers, especially during a time when online grocery shopping is on the rise,” said Tyler Tatum, Direct of eCommerce, Fire & Smoke Society. 

The brand reports a significant rise in return on ad spend and a steady increase in new-to-brand sales. 

“We have been impressed with our results on Instacart since starting advertising,” said Tatum. “The effectiveness of Instacart in reaching new audiences is something especially important to an insurgent brand like ours. Plus the visibility and sales generated through Instacart advertising contributes to strengthened partnerships with retailers, leads distribution channel growth and in some cases increased shelf space for our products.”

The Future Looks Flavorful

Fire & Smoke Society remains dedicated to expanding their product range and fostering innovation within their offerings. Their focus remains on the everyday home cook; on crafting unique flavor profiles and ingredient combinations that resonate with the everyday home cook. 

As they introduce new products to the market, Fire & Smoke Society sees their partnership with Instacart playing a pivotal role, facilitating their efforts to reach a wider audience and share their passion for exceptional taste experiences.

“Advertising on Instacart plays a crucial role in our overall marketing strategy. As a brand with items across multiple retailers, Instacart provides increased visibility and reach to consumers across multiple retailers. Advertising on Instacart also complements our existing partnerships with retailers by extending our reach beyond brick-and-mortar stores and into the digital realm.”

*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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Instacart

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.