Sumo Citrus on Instacart: Record ROAS and Category Visibility in Citrus
Sumo Citrus on Instacart: 10.5x ROAS and 43% Category Impression Share
10.5x
ROAS
+29.8%
Incremental Sales Lift
43%
Impression Share
Client & Market Overview
Sumo Citrus is a premium mandarin brand renowned for its large, easy-to-peel, and ultra-sweet fruit. Available only January through April, Sumo Citrus has built a cult following and premium positioning in a crowded citrus market dominated by legacy brands. The brand’s success relies on creating urgency, maximizing awareness, and driving trial within a short seasonal window while justifying a higher price point against mass-market competitors.
Marketing Challenge
Sumo Citrus faced the challenge of breaking through a commodity produce category where most citrus looks and is priced similarly. With only a four-month selling window and strong competition from brands like Cuties and Halos, the team needed to drive both immediate sales and long-term loyalty while competing for digital shelf space and consumer attention on Instacart.
The Missing Ingredient (Insight)
By leveraging full-funnel Instacart advertising, from sponsored search to shoppable display and recipe integrations, Sumo Citrus transformed its short season into a high-impact, discoverable event. Focused creative, targeted offers, and out-of-aisle recipe placements fueled new-to-brand sales and drove significant growth in category visibility, outpacing larger competitors.
- Instacart Sponsored Products
- Shoppable Display
- Full-Funnel Retail Media Activation Impression Share
Results & Impact
Sumo Citrus achieved a 10.5x ROAS on Instacart and delivered a 29.8% incremental sales lift. The campaign boosted household penetration by 23.3% and generated substantial additional revenue. Capturing 43% of digital impression share, Sumo Citrus outperformed Cuties (1%) and Halos (41%), ranking among the most visible citrus brands on the platform. Compared to the prior year, the brand achieved 3x sales growth, evolving from a niche seasonal item into a digital shelf leader. The Instacart campaign set new benchmarks for ROAS, sales lift, and share of voice, proving that a data-driven strategy can turn a limited-time product into a category powerhouse.
Execution Highlights
- Sponsored Product campaigns owned premium search and shelf placements, driving 48.7% new-to-brand sales and 10.5x ROAS.
- Out-of-aisle recipe activations generated 70% of impressions from non-citrus contexts, expanding reach and engagement beyond the produce aisle.
Client Quote
“The TMI team has been an amazing marketing partner for us across multiple brands. Their deep understanding of the food space, data-driven approach and ability to integrate activities across channels makes them an essential extension of our internal marketing team.”
– Sunnia Gull, VP of Marketing, AC Foods
Key Takeaways
- Full-funnel Instacart activations delivered 10.5x ROAS and nearly 30% incremental sales lift.
- Out-of-aisle recipe and display tactics expanded reach beyond the produce aisle, driving new-to-brand trial.
- Sumo Citrus achieved 43% digital impression share, outperforming legacy citrus competitors and cementing premium brand status.