Taylor Farms

The objective

Driving incremental grocery store sales directly from the For You Feed

Taylor Farms is a leader in fresh-cut vegetables and healthy fresh foods, best known for their convenient and delicious salad kits. As a brand that thrives on freshness and seasonality, Taylor Farms sought to meet consumers at the exact point where a user discovers a recipe or healthy meal idea on TikTok and is ready to add it to their grocery cart.

Historically, measuring the direct impact of social media on grocery sales has been a challenge for CPG brands. Taylor Farms wanted to prove that TikTok could not only drive brand awareness but also deliver measurable, incremental sales on Instacart. The primary goal was to maintain a ROAS of 1.0 while scaling their presence through a new, end-to-end retail media integration.

The solution

Converting inspiration into purchases with Smart+ Catalog Ads

Taylor Farms became one of the first brands to participate in the CPG TikTok Smart+ Catalog x Instacart alpha program. This integration allowed them to tap into Instacart’s first-party retail media data directly within the TikTok Ads Manager to bridge the gap between discovery and the digital checkout.

The strategy relied on three core pillars. First, the brand utilized Smart+ Catalog Ads, leveraging TikTok’s AI-powered automation* to serve dynamic, shoppable ads featuring a high volume of products. Second, they deployed 20 platform-native creative assets that featured influencer-led seasonal hooks to resonate with health-conscious viewers. Finally, Taylor Farms utilized Instacart custom audiences to reach high-intent grocery shoppers who value convenience. This approach paired Brand Lift and Conversion Lift studies to gain a holistic view of how platform media translated to grocery store sales.

The results

Exceeding performance goals through incremental lift

The pilot was a resounding success, proving the efficacy of the TikTok and Instacart partnership. By targeting high-intent shoppers with relevant relevant products, Taylor Farms achieved a 1.12 ROAS, successfully beating their test goal.

The impact was felt across the entire funnel. Brand Lift results showed a +20.4% increase in Ad Recall and a +17.4% lift in Brand Awareness. More importantly, the strategy proved its incremental value, delivering a +4.67% Incremental Purchase Lift and an +8.98% lift in "Add to Cart" actions. These results demonstrate that the combination of relevant products and seasonal influencer framing is highly effective at turning TikTok inspiration into real-world grocery sales.

Tips & takeaways

• Connect discovery to checkout with integrations like Instacart

• Use Smart+ Catalog Ads to automate delivery across products

• Lean into seasonal, influencer-led creative to drive relevance

• Target high-intent shoppers using retail data signals

• Measure impact with TikTok's first party measurement solutions