Working with Instacart Ads: Pilgrim’s Pride + CommerceIQ Success Story
In this series, Working with Instacart Ads, we take a look at real-world examples of brand partners who have successfully used Instacart Ads to meet, and exceed, their advertising objectives.
Since starting their Instacart Ads campaign with our partner CommerceIQ (CIQ), food brand Pilgrim’s Pride has seen:
- Sales grow by approximately 21% month-over-month (MoM)
- Market share grow by approximately 19% MoM
- Return on ad spend (ROAS) grow by 53%
Pilgrim’s Pride is a leading global provider of high-quality food products, including well-recognized brands and value-added premium goods such as Pilgrim’s Chicken and Just Bare. As one of the world’s largest poultry producers, Pilgrim’s Pride has provided wholesome, quality products to customers and consumers for more than seven decades.
CommerceIQ (CIQ) leverages machine learning, analytics and automation holistically across supply chain, marketing and sales operations to accelerate brand growth with online retailers. They help fast-moving, consumer goods companies win at the moment of purchase and drive profitable market share growth.
Pilgrim’s Pride was already advertising on the Instacart marketplace to reach consumers who are rapidly adopting online grocery shopping and delivery services. The brand partnered with CIQ to optimize their presence in the digital aisles, and access omnichannel campaign performance within one platform.
“Consumer adoption of online grocery shopping has accelerated tremendously and Instacart is a leader in this rapidly growing space. We knew that increasing awareness of Pilgrim’s Pride products directly at the online point of purchase would be a critical part of our growth strategy in the coming years,” says Rizwan Akbar, Head of E-commerce at Pilgrim’s.
CIQ’s always-on automation quickly improved advertising efficiency for Pilgrim’s Pride. The brand saw impression increase by 40% and ROAS by 53%. To accomplish these results, CIQ rationalized override and default bids to ensure the maximum amount of budget was being spent on the highest-performing placements.
CIQ also rationalized keywords and used more granular targeting on an ad group level to properly align the promoted product with relevant keywords and used technology to improve budget coverage throughout the day with hourly bidding adjustments, reducing bids during off-peak hours and increasing bids during peak shopping hours.
“CommerceIQ’s e-commerce management platform provides substantial benefits, giving us the ability to understand performance across granular targets, including branded, generic and competitive keywords and apply bulk automations to optimize our campaigns in line with our business objectives,” says Akbar.
Interested in getting started with Instacart Ads? Learn more at ads.instacart.com/signup.
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