Better with Butter: How Using Instacart Boosted One Client’s Sales Five-Fold

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Sticks of butter in their wrapper

Our client, Minerva Dairy was ready to sell more butter, but didn’t plan to use Instacart as their go-to ads platform. We thought this would be the way to reach the most customers for the least spend. This is how we boosted their sales five-fold and introduced them to a whole new customer-base.

freshly baked bread with butter

Overview

They say everything is better with a little butter on it—but in the case of Minerva Dairy, make that five times better. Minerva Dairy, a family-owned butter company, partnered with Today’s Business to improve their underperforming presence on Instacart. What began as a product optimization project quickly evolved into a full-scale strategy that boosted visibility, drove new customer acquisition, and turned Instacart into a high-performing sales channel.

Goals

01

Utilize the Instacart platform to sell more product

02

Utilize the Instacart platform to grow brand awareness

The Strategy


To start with, all of the product listings on Instacart were unoptimized. This included incorrect or missing images, wrong product names, outdated or missing logos, incomplete or inaccurate product descriptions, missing dietary information, and no brand ownership on Instacart. (This client hadn’t yet claimed their brand page.) It was clear, then, that our goal should be a full platform overhaul that focused on visibility, accuracy, and conversion.  This strategy would include claiming the brand, optimizing listings, and driving sales through Instacart advertising.

The Execution


Here’s what we did:

We began by claiming Minerva Dairy’s brand presence on Instacart to gain control over their product listings. From there, we conducted a full audit and overhaul of each item, updating product names, correcting outdated logos, and replacing poor or missing images with high-quality visuals, including main shots, side views, nutritional panels, and lifestyle imagery. We also filled in missing nutritional facts, dietary attributes, ingredients, usage directions, and product warnings—critical information for health-conscious and ingredient-aware shoppers.

Once the catalog was fully optimized, we launched targeted product listing ads. Using Instacart’s real-time inventory data, we ensured ads were only served in locations where products were actually available—something even the client couldn’t always verify due to distributor complexity. We complemented these efforts with influencer campaigns and recipe content linked directly to Instacart, embedding the platform into the brand’s larger digital ecosystem.

Results

Our strategy delivered impressive results across multiple key metrics

Minerva final

5x revenue growth

 Sales increased from $1,000 in September to $5,500 in November

319-position category jump

 Moved from #370 to Top 50 in the butter category

$23,000 in total Instacart sales

Over 180 days following optimization

2x return on ad spend (ROAS):

Every $20/day and earned $40/day in return

77% of sales from new-to-brand customers:

$4,700 in new customer revenue from Instacart’s prospecting campaigns

Significant increase in product visibility and credibility

 Thanks to complete, accurate listings

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