Chomps Drives New-to-Brand Growth and Engagement on Thrive Market using Instacart Ads

Chomps, a leading provider of simple and delicious meat snacks created from high-quality proteins and real ingredients, has seen remarkable early success advertising on Thrive Market through Instacart Ads. The campaign has enabled Chomps to strategically expand its reach, deliver brand awareness, and acquire new customers within the highly competitive online grocery space.

Focus on Incrementality and New-to-Brand Consumers

Chomps began its advertising initiatives on Thrive Market via Instacart in November, seeking to drive incremental sales and attract new-to-brand consumers. Leveraging Instacart Ads to advertise on Thrive Market, Chomps ran keyword-targeted campaigns to reach the high-intent consumers eager for healthier snacking options who shop on Thrive Market.

“Instacart’s platform has enabled us to strategically target cross-category shoppers and acquire new-to-brand customers,” said Alexa Chavez, Sr. Manager, E-Commerce at Chomps. “The ability to reach high-quality, health-conscious consumers at the point of purchase has been instrumental in driving relevance and discovery for our products.”

Flexible Ad Strategy Delivers Results

Chomps maintained granular control over keyword-level bidding, allowing the team to optimize performance during the critical early stages of the campaign. The primary objective: expand the new-to-brand audience while building category momentum.

The brand activated sponsored product ads using Instacart Ads Manager and found the platform to be intuitive, offering timely insights and actionable data to guide ongoing optimization. 

“Instacart Ads Manager is easy to navigate and provides us with the key data points we need to make decisions. The set-up was straightforward and seamless,” noted Chavez.

Performance Metrics Exceed Expectations

Initial results point to substantial gains in both reach and efficiency. After the addition of Thrive Market-specific ads in January 2025, Chomps directionally achieved a 5% increase in new-to-brand total category rate compared to the same period in January 2024*. 

Return on ad spend (ROAS) from keyword bidding remained highly competitive compared to Chomps’ other search ad investments. Notably, the campaign delivered a 60% higher click-through rate (CTR) over comparable search ads, while simultaneously lowering cost per click. These strong results highlight Instacart Ads’  performant targeting capabilities and its effectiveness in engaging value-driven consumers.

“We are excited to continue using Thrive Market ads via Instacart Ads Manager to strategically drive further brand awareness and incrementality,” Chavez said. 

Looking Ahead

With plans to expand creative formats, such as leveraging display in the future, and increasing investment throughout the year, Chomps aims to build on its success and continue fostering growth on Thrive Market. The positive experience and measurable performance gains underscore the value of leveraging Instacart Ads Manager to connect with high-intent consumers across key grocery channels and sites such as Thrive Market.

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*Compared to a similar promoted period YoY.   

Prior results do not guarantee future outcomes. 

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

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