Leveraging a doorstep grocery delivery service to grow market reach and increase sales for an over-the-counter (OTC) cold and flu brand. (confidental)








A large global OTC cough and cold medication brand approached JungleTopp to help them leverage the growing popularity of the grocery delivery platform, Instacart, through Instacart’s self-serving advertising platform.

Using Instacart’s self-serving ads platform, JungleTopp placed the brand in front of the right shoppers at the right time by executing a  multi-level strategy.
  • Leverage the best performing organic Instacart keywords as well as keywords from Other ecommerce marketplaces.
  • Utilize Instacart and other relevant marketplaces to conduct extensive keyword research and gain valuable strategic insights. 
  • Create four campaigns for  different product lines. Within each campaign, set up Ad Groups based on key factors such as symptoms, strength, and type. 
  • Start by launching an aggressive category keywords bidding strategy to maximize impressions and clicks. This establishes baseline sales numbers without utilizing branded keywords.
  • Jump into branded keywords bidding with an aggressive strategy to go up against competitors and measure impact against baseline sales numbers.
  • Keep improving results by increasing spend on high performing keywords and backing off of low performing keywords. This is achieved by using both manual and AI tactics.


  • Instacart 
  • Strategy


The OTC cough and cold medication industry is worth $15 Billion in the United States. While the market grew by 8.4% in the last 5 years, it grew by 65.7% in 2020 alone due to Covid-19 induced fears [1]. It’s not just the OTC medication industry that’s been affected by the pandemic, many consumer buying habits have transformed.  With the growing adoption of online grocery shopping, Instacart saw a 296.5% rise in app downloads between February and March of 2020 [2].

Additionally, precautionary behaviours showed that consumers were more likely to buy OTC medications, with 29.3% saying they’d definitely buy and 32.1% saying they might purchase OTC medications for precautionary reasons [3]

These rapid shifts in consumer behavior gave the brand the perfect opportunity to position themselves on Instacart to reach more customers online.

Instacart ads

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