Nature Nate’s Generates 37% New-To-Brand Sales, Campaign Success with Seasonal Recipes

Instacart Ads helps connect CPG brands with consumers, right at the point of purchase. For consumers, this means helping them discover brands and products they’ll love. And for CPG brands, it means providing innovative products and tools to help them succeed. 

Recipe ads, recently launched under our Inspiration Ads umbrella, are a great example of that product innovation. This empowers brands to reach consumers and spark inspiration outside of their traditional aisles. With recipe ads, brands can merchandise their products alongside complementary items to complete a dish and spark inspiration.

When Nature Nate’s Honey Co. started running recipe ads in December 2024, their main goal was to introduce new usage occasions for their existing consumers and attract new households. Nature Nate’s saw a clear opportunity to grow the honey category by inspiring more frequent purchases through expanded usage. While many households currently buy honey only once or twice a year, they recognized the potential to shift this behavior by showcasing honey’s versatility. By launching recipe ads that highlight both everyday and seasonal uses, they aimed to bring honey into more moments—from breakfasts and snacks to marinades and desserts—encouraging consumers to reach for honey more often.

“Honey is a versatile ingredient, making it easy to incorporate into any recipe,” said Kate Hartner, Shopper Marketing, Nature Nate’s. “Tapping into seasonal moments, like hot honey pigs-in-a-blanket during football playoffs, was a great opportunity to stay relevant and connect with the hosting and cooking occasion.”   

Recipe ads unlock the ability to reach consumers out-of-aisle and inspire purchases during untapped moments. By leveraging recipe ads, Nature Nate’s was able to reach their goal of increasing sales among households and inspiring existing brand buyers to incorporate honey more frequently into their weekly meal prep. 

Nature Nate’s recipe ad campaign was a success, earning them a 2-4x ROAS throughout the campaign, with performance spiking in the lead-up to the football playoffs. The campaign also attracted 37% new-to-brand sales, proving that new consumers will buy honey from more inspirational ideas.

Looking ahead— future plans for recipes

“Our team stands out for our ability to produce creative content quickly, thanks to both internal and external content creators who work at a fast pace. We're always ready to tap into timely trends and relevant recipes,” said Hartner. “Moving forward, we plan on running more recipe campaigns on Instacart to share seasonally relevant recipes—like a brunch dish for Mother’s Day or a high-protein meal aligned with trending search terms.”

From the brand: About Nature Nate’s Honey Co.

Since 1972, Nature Nate’s Honey Co. has been dedicated to offering honey as nature intended – 100% Pure, Raw & Unfiltered. Arriving in its most natural form, this honey is closest to its original provision from the hive. Nate’s adheres to strict quality-control standards, sourcing honey from trusted beekeepers and minimally processing it to ensure the honey retains all its natural benefits. Nate’s promises an undivided commitment to providing the highest-quality product to you and your family’s dining table – a farmer’s market quality honey, available year-round. For more information, visit www.naturenates.com.

Prior results do not guarantee future outcomes. 

This post contains product 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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