Butcher's Bone Broth partnered with DoorDash Ads to build awareness and drive trial among new consumers. By maintaining always-on visibility through Sponsored Products with Auto-bidding and continuously optimizing performance through Behavioral Targeting, the brand scaled sales efficiently while driving strong new-to-brand performance.
Driving discovery beyond the traditional bone broth audience
Butcher's Bone Broth is a premium refrigerated bone broth brand delivering functional wellness through clean ingredients, high-protein nutrition, and fresh, everyday convenience.
As the brand expanded distribution, the team focused on building awareness, driving trial among new consumers, and reaching shoppers in new retail and ecommerce environments. To support continued growth, Butcher’s Bone Broth looked to DoorDash as a scalable way to increase visibility, efficiently acquire new customers, and connect with consumers in immediate, discovery-driven purchase moments.
"We wanted to reach consumers beyond the typical bone broth shopper and show up in moments where discovery happens more naturally."
— Gregory Lok, President, Butcher's Bone Broth
Building always-on visibility with Sponsored Products
Butcher’s Bone Broth used Sponsored Products on DoorDash Ads to drive product discovery and connect with consumers shopping within the same category. To maximize reach and gather performance insights quickly, the team initially leaned on Auto-bidding to identify high-performing search terms and improve campaign efficiency.
As campaigns scaled, the brand refined targeting, tested new keyword strategies, and optimized campaign structure to improve efficiency and expand reach. The strategy prioritized broad visibility across search, categories, and collections within the DoorDash app. Behavioral Targeting helped the brand focus on acquiring new-to-brand consumers by reaching shoppers who had previously purchased from the Meat & Poultry and Pantry categories, while excluding existing Butcher’s Bone Broth and Roli Roti customers. Auto-bidding helped efficiently scale these audience segments and identify the strongest-performing opportunities.
Instead of concentrating advertising around seasonal wellness moments, Butcher's Bone Broth maintained an always-on presence throughout the year. This approach enabled the brand to capture everyday demand from consumers seeking convenient wellness products on DoorDash.
"Keeping campaigns live consistently helped us maintain momentum as the brand continued to grow."
— Gregory Lok, President, Butcher's Bone Broth
Results at a glance:
8x
ROAS
56%
new-to-brand customers
"What stood out about DoorDash was the ability to grow sales month over month while maintaining a strong return. That gave us confidence to keep investing."
— Gregory Lok, President, Butcher's Bone Broth
Turning discovery into efficient growth
The campaign drove strong month-over-month sales growth while maintaining efficient return on ad spend. DoorDash became an important driver of incremental revenue and new customer acquisition.
The results demonstrate how Auto-bidding can help emerging brands scale campaigns efficiently through machine learning-driven optimizations, while Behavioral Targeting helps brands reach consumers more likely to convert and improve campaign efficiency over time.
"As we continue growing, DoorDash Ads gives us a scalable way to reach new consumers, support distribution, and continue building awareness over time."
— Gregory Lok, President, Butcher's Bone Broth
