Last Updated on March 17, 2026
Industry
FMCG / Food & Agriculture – Free-range egg production & distribution
Client Overview
Free-range egg company
The company produces and distributes free-range eggs in India, focusing on cage-free farming practices, animal welfare, and nutritional quality. Their portfolio includes Omega-3 enriched and specialty eggs distributed through retail and quick-commerce platforms, targeting health-conscious urban consumers seeking ethically sourced food products.
Service focused:
Marketplace Performance Marketing & Funnel-Based Media Optimization
The Results
- Achieved 6.9X blended ROAS
- Instamart delivered revenue with 4.1X ROAS
- Blinkit achieved 8.7X ROAS
- Zepto contributed to platform sales with 7.9X ROAS
Zepto contributed in platform sales through Zepto Ads Quick Commerce
Blinkit achieved 8.7X ROAS, generating revenue through quick commerce Blinkit ads
Time period
Month of January
The Problem
The client required scalable revenue growth and improved media efficiency across quick-commerce marketplaces while operating within constrained budgets.
Additionally, limited consumer awareness about the benefits of cage-free eggs reduced category-driven demand and impacted conversion potential.
Challenges
- Managing budget exposure from high-volume generic keywords (e.g., “eggs”) during early campaign stages
- Limited initial keyword intelligence for marketplace search campaigns
- Irrelevant search queries leading to wasted spend
- Platform-driven optimization variability during campaign learning phases
- Low consumer awareness regarding cage-free egg benefits
- Balancing brand awareness initiatives with conversion-driven performance goals
Solution
- Implemented time-based ad scheduling to run campaigns during high-performing hours
- Launched item-level campaigns on Instamart to leverage platform auto-optimization and gather performance signals
- Conducted keyword discovery and built broad-match campaigns incorporating competitor and category keywords
- Strategically introduced the high-volume keyword “eggs” after performance stabilization to scale reach
- Continuously monitored search terms and applied negative keyword filtering to reduce inefficiency
Funnel-Based Marketing Approach
- Used Meta to educate consumers about cage-free egg benefits and build awareness
- Leveraged Meta and Instamart conversion campaigns to capture demand and drive purchases
