Nationwide Retail Scaling
Driving a 10% Retail sales lift and 5x Instacart ROAS through hyper-localized omnichannel strategy.
Overview
In 2019, Rebel Creamery faced a massive logistical challenge: how to scale from a startup to a nationwide household name while ensuring marketing spend directly impacted regional store velocity. The goal was to bridge the gap between digital awareness and physical retail purchases while maintaining trackable ROI. We built a localized targeting framework that personalized creative and messaging based on a user's proximity to specific retail partners. This omnichannel approach integrated Social, Hulu CTV, and Search to create a seamless path to purchase, ensuring that every dollar spent was driving foot traffic to the right zip codes.
Results
The strategy was a primary engine for growth, helping scale total annual revenue from $8M to over $25M. Engagement metrics were exceptional, with click-through rates consistently exceeding 5%, far surpassing industry benchmarks. By leaning into delivery-app advertising on Instacart and DoorDash, we maintained a 3x to 5x ROAS, capturing high-intent shoppers at the point of purchase. During the nationwide Kroger launch, targeted email and chat campaigns directly contributed to a consistent 10% month-over-month sales increase at Kroger locations, proving the effectiveness of our hyper-local digital strategy in a big-box retail environment.
Scott Lee, Marketing at Rebel Creamery, said this about working with beckert: "The team at beckert excels at working collaboratively with us to craft media plans that fit our budget and marketing objectives. They're an agile group which is critical in today's consumer environment. They've been a great partner in helping us grow our business."
Conclusion
Scaling a refrigerated product nationwide requires a precise balance of top-of-funnel awareness and bottom-of-funnel conversion. By utilizing hyper-local messaging and emerging platforms like CTV and delivery-app advertising, we proved that digital spend can be directly correlated to retail shelf velocity. The success of the Walmart launch and the sustained performance on Instacart provided a blueprint for how Rebel could scale efficiently without wasting budget on non-serviceable regions. This partnership turned a complex national rollout into a series of highly successful, data-driven local wins.
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