Working with Instacart Ads – Godshall’s

In this success story about working with Instacart Ads, we spotlight Godshall’s tremendous success — more than doubling their sales on Instacart year-over-year

Since their start in 1945, Godshall’s has been dedicated to supplying premium smoked meat. Over the years they have grown from a local butcher shop to a leading turkey bacon and beef bacon producer by making good wholesome food the right way — working with only the best US farmers, producing animals that are American raised, with no cages, no hormones, and taking their time smoking their bacon with real wood.

When in 2021 Godshall’s experienced broader retail distribution at a national level, they hired Francis Yupangco as their new Head of Marketing. Francis was tasked with quickly building brand awareness to capitalize on their rapid expansion in retail nationwide. 

An analysis of Godshall’s core consumer revealed that their most loyal customers closely aligned with key demographics of Instacart users. This fact, combined with the good track record brands have with Instacart Ads led Godshall’s to begin advertising on Instacart in late 2021. 

“We immediately saw a positive ROAS,” said Franics Yupangco, Executive Director of Marketing. “Advertising on Instacart drove trial and encouraged more frequent re-purchase of our products on the platform. Driving trial on Instacart was especially key in new regions where our brand was new to consumers.” 

Godshall’s strategy was to focus on lower-funnel marketing to grow sales on Instacart. As a result, sponsored product ads have been the bread and butter of their ad strategy on Instacart. They incorporated their entire product line into sponsored product ad campaigns and adopted optimized bidding to find incremental sales. 

Godshall’s growth on Instacart has been spectacular, with year-over-year sales on Instacart more than doubling.^*

The positive results Godshall’s saw from advertising on Instacart was thanks in part to a well-executed partnership. With Instacart representatives functioning as an extension of Goldshall’s marketing department. Frequent, recurring meetings to go over results, share insights and analytics, and workshop new tactics as they became available on the platform built trust and engendered a collaborative spirit. While the analysis and reporting provided helped ensure Goldshall’s had the necessary information to make informed decisions about optimizing the return on their investment. 

“Instacart is a key part of our marketing strategy. As we continue to add distribution at new retailers and in new regions, we use Instacart advertising to generate brand awareness and attract new-to-brand customers,” said Franics Yupangco, Executive Director of Marketing. “Godshall’s is already the world’s largest turkey bacon and beef bacon producer but we continue to heavily invest in product innovation and long-term growth. We are diversifying our product line to include premium dinner sausages and intend to heavily promote these new offerings on Instacart to drive similar success.”

*Comparing 2021 to 2022 sales. Prior results do not guarantee future outcomes. 

Looking to advertise with Instacart? Get started here. 

Godshall’s is the world’s largest turkey bacon and beef bacon producer in the world and America’s 3rd largest turkey bacon brand. They have been supplying premium smoked meat to family tables since 1945. To learn more, visit godshalls.com.

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