Bachan’s® Drives Growth and Finds New Customers with Instacart Advertising

Bachan’s^® Drives Growth and Finds New Shoppers with Instacart Advertising

Bachan’s^®,  the Japanese-American brand best known for its Original Japanese Barbecue Sauce and bold, versatile flavors, is redefining what it means to connect with today’s grocery consumer. Rooted in family recipes and a commitment to quality ingredients, Bachan’s has tapped into the power of Instacart Ads to expand its reach and accelerate growth in the rapidly evolving world of online grocery.

Meeting Consumers at the Moment of Discovery

With online grocery shopping now part of everyday life, Bachan’s recognized the necessity of meeting consumers right where meal planning and inspiration strike. “Instacart allows us to show up at a critical moment—when consumers are planning meals, searching for ingredients, open to discovering new products, and ready to add to cart,” said Casey Blades, Bachan’s Senior Shopper Marketing Manager. “It’s this discovery window that is so powerful for a brand like Bachan’s.”

A Platform for Growth and Customer Acquisition

Bachan’s has experienced remarkable momentum. Instacart has not only amplified the brand’s visibility across key retailers nationwide, but it’s also proven vital in welcoming a high volume of new-to-brand (NTB) households—a cornerstone metric for CPG brands seeking sustainable growth.

By focusing on the most effective ad placements and maintaining a disciplined approach to efficiency, Bachan’s recently celebrated its highest revenue month ever on Instacart. The brand reported a return on ad spend (ROAS) exceeding 4x and over 70% of new orders coming from consumers new to Bachan’s on the platform. “The combination of growth, efficiency, and NTB customers is why the platform has been so important to our business,” added Blades.

A True Partnership Drives Results

Beyond performance metrics, Bachan’s credits a close, collaborative relationship with the Instacart team as an important drive of its digital momentum. “The relationship has been incredibly collaborative,” said Blades. “The Instacart team is proactive, responsive, and brings thoughtful recommendations to the table. My relationship with the account executive, Colby, feels like a true partnership focused on driving the business forward with an individualized strategy.”

Instacart’s Role in a Connected Omnichannel Strategy

Instacart advertising is a key part of Bachan’s holistic marketing approach. Working hand-in-hand with in-store activations, digital efforts, and other retail media programs, Instacart keeps Bachan’s top-of-mind and easy to find when consumers are ready to make a purchase. “It  helps connect the dots between awareness and purchase,” said Blades, underscoring the platform’s role in driving customer conversion at scale.

Ecommerce: A Cornerstone of Modern Growth

As online grocery adoption accelerates, ecommerce has become a core growth channel for Bachan’s. Instacart enables the brand to engage high-intent audiences and, through shoppable display ads, extend reach to relevant, adjacent consumers — helping inspire discovery and drive incremental baskets in a seamless shopping experience. 

Looking Ahead: Continued Innovation and Connections

With momentum strong, Bachan’s is focused on deepening customer connections. The brand is planning new flavor launches, supporting key seasonal moments at retail, and doubling down on its investment in ecommerce platforms like Instacart—all aimed at helping consumers elevate everyday meals and share the foods they love with those they love.

^{Prior results do not guarantee future outcomes.}   

^{This post contains third-party claims and advertisements. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.}  

^{Looking to advertise with Instacart? Get started here.}