Campaign Management, Performance Marketing, PPC Management

Scaling The Bakers Dozen Across Quick Commerce Marketplaces

Special note: This is not our first time putting out a case study for The Bakers Dozen – it’s a special note of pride for us to work with brands that grow phenomenally over time and trust us to help along the way.

When The Bakers Dozen approached us, they were already a beloved bakery brand with a loyal customer base. The challenge? Translating that success into consistent, profitable sales across India’s rapidly growing quick commerce platforms – Blinkit, Swiggy Instamart, and Zepto-while maintaining sustainable unit economics.

We partnered with The Bakers Dozen to build a full-funnel performance marketing strategy that would scale their presence across three competitive marketplaces simultaneously, without sacrificing profitability.

6x

ROAS Uplift (Last 6 Months alone)

₹50L+

Average Monthly Revenue attributable to Meta Ads -> Q-com Rev

35%

Reduction in Cost Per Order

225%

Order Volume Increase (Last 3 Months)

What we do
Performance Marketing
ampaign Management
Industry
Food & Beverage / Quick Commerce
Platforms
Meta Ads
Google Ads

Challenge

Quick commerce presents a unique paradox for CPG brands of India: high consumer intent but razor-thin margins.

The Bakers Dozen needed to capture demand across three different marketplace platforms, each with its own advertising interface, audience behavior, and competitive dynamics-all while maintaining profitability.

The complexity was multi-layered. Unlike traditional e-commerce, quick commerce operates on a hyperlocal model. A campaign that works in Mumbai might fail in Delhi. Product availability varies by dark store. Competition shifts hourly. And with delivery times under 10 minutes, every rupee spent on marketing had to translate into immediate, measurable returns.

“Bonoboz transformed our approach to Qcomm advertising via Meta & Google. Their systematic, data-driven strategy helped us scale from tentative experiments to marketplace dominance-all while improving our unit economics. The attention to detail in campaign structuring and their obsession with ROAS made all the difference.”

Sneh Jain, Co-Founder, The Bakers Dozen

What we didwe did

The 360° Marketplace Strategy

We knew that scaling profitably across three platforms required more than just “turning on ads.”

It demanded a sophisticated, multi-layered approach that addressed each platform’s unique characteristics while maintaining a cohesive brand presence.

1. Platform-Specific Campaign Architecture

Rather than using a one-size-fits-all approach, we built custom campaign structures for each channel:

Quick Commerce Campaign Structure:

  • 7 city-specific campaigns (Delhi NCR, Mumbai, Bangalore, Pune, Hyderabad, Ahmedabad, and Kolkata )
  • Product-wise audience segmentation: Breads, Snacks, Cakes and Cookies, Beverages
  • Separate Videos and Static Creative for each Product
  • Result: ₹21.07L monthly ad spend at 5.8x ROAS going all the up to 7x ROAS in January 2026

Meta Framework:

  • Tier 1 Cities
  • Age Group-wise ad sets (18-30,30-50)
  • Dynamic budget allocation based on real-time inventory
  • Result: ₹21.07L monthly ad spend at 5.8x ROAS

2. City-Wise Performance Planning

We identified that marketplace performance varied dramatically by city-marketplace pairing. We used insights on which cities and marketplaces were stronger and designed campaigns with that insight.

Our city-wise strategy included:

Demand Mapping:

  • Identified top-performing SKUs by city and time of day
  • Created city-specific product portfolios for advertising
  • Mapped cities to channels in an optimal way – for eg. Instamart is strong in Bangalore, but Blinkit is much stronger in NCR

Budget Allocation Matrix:

  • Cities with more than 6x ROAS(Delhi, Mumbai, Bangalore): 65% of the total budget
  • Cities with below 5x ROAS (Pune, Hyderabad, Ahmedabad): 25% of budget

Localized Creative Strategy:

  • Mumbai campaigns: Premium positioning, artisanal messaging
  • Delhi campaigns: Value bundles, family packs, emphasis
  • Bangalore campaigns: Health-conscious options, innovative flavors

Impact: Cities like Pune and Bangalore delivered 4-6.41x ROAS, while we optimized or paused campaigns in underperforming markets, improving overall portfolio efficiency by 43%.

3. Creative Testing Framework

We implemented a rigorous creative testing system that treated each asset as a hypothesis to be validated:

The Testing Cadence:

  • 8-12 new creative variations launched every week
  • 3-day rapid testing period with ₹500-800 spend per creative
  • Winners scaled, losers killed-no emotional attachment

Creative Variants Tested:

  • Product-focused vs lifestyle shots: Product shots won with 34% higher CTR
  • Discount callouts vs quality messaging: Discount messaging drove 2.1x more conversions
  • Close-up food shots vs styled setups: Close-ups performed 41% better
  • Festival themes vs everyday occasions: Festival creatives delivered 28% lower CAC

The A/B Testing Matrix:

  • Headlines: Different Variants for Static and Videos
  • Primary images: 4 variations per campaign
  • CTA copy: 3 variations (“Order Now” vs “Add to Cart” vs “Get Fresh Baked”)
  • Background colors and layouts: Tested against engagement metrics

Breakthrough Insight: Simple product photography on clean backgrounds with clear discount callouts outperformed styled lifestyle shots by 62% on CTR and 48% on conversion rate. This ran counter to our Instagram content strategy but marketplace audiences demanded clarity over aesthetics.

4. Influencer & UGC Integration

We leveraged creator content to build trust and social proof within marketplace environments:

Micro-Influencer Strategy:

  • Partnered with 23 food bloggers across 8 cities (5K-50K followers range)
  • Created authentic unboxing and taste-test videos
  • Repurposed best-performing content for in-platform ads

Performance Metrics:

  • Influencer-derived creatives showed 37% higher engagement
  • UGC-style ads reduced CAC by ₹23 compared to branded content
  • Authentic customer testimonial videos delivered 4.8x ROAS vs 3.2x for product-only ads

Content Amplification:

  • Top-performing Instagram Reels repurposed for Blinkit/Swiggy ads
  • Customer review screenshots integrated into the marketplace creative
  • Before-and-after comparisons (stale vs fresh) resonated strongly

5. Custom Audience Enrichment

We didn’t rely solely on platform targeting. We built sophisticated custom audience strategies:

First-Party Data Activation:

  • Uploaded customer database (phone numbers, order history) to the platform’s custom audiences
  • Divide the audience into 2 segments of 18-30 Young Audiences, 30-50 Aged audience
  • Delivered more budget to the best-performing age group

Results

The Numbers Tell the Story

After 6 months of systematic execution, The Bakers Dozen transformed from marketplace participant to category leader:

Scale Achieved

  • Monthly Marketplace Revenue (attributed to Social channels): Up 5X
  • Total Orders: 17,800+ per month (from 5,200 initially)
  • Cities Activated: 8 cities with profitable, scalable campaigns
  • Active SKUs Advertised: 47 products across three platforms

Efficiency Gains

  • Blended ROAS: 6-8x (started at 1.4x)
  • Cost Per Order: ₹68 (down from ₹212)
  • Campaign ROAS by Platform:
    • Blinkit: 7x ROAS
    • Swiggy Instamart: 3.8x ROAS
    • Zepto: 3.5x ROAS

Strategic Wins

  • Creative Testing: 240+ creative variants tested, 18 winning templates identified
  • Audience Performance: Custom audiences outperformed cold targeting by 167%
  • Budget Efficiency: Reduced wasted spend by 56% through inventory sync
  • Time-of-Day Optimization: Evening campaigns (6-10 PM) delivered 32% higher ROAS

The Compounding Effect

Perhaps most importantly, the systematic approach we built created a compounding effect.

Better creative data-informed product photography. City insights guided inventory decisions. Customer feedback shaped new product launches. Marketplace performance drove retail strategy.

We helped The Bakers Doze scale their marketplace presence – yes – but we more importantly left them with a performance marketing engine that continues to grow sustainably while increasing brand presence.

Key Learnings

Through this engagement, we validated several critical insights about marketplace advertising:

  1. Hyperlocal Wins: City-level customization beats national campaigns by 3-4x
  2. Simplicity Sells: Clear product shots outperform artistic creative in quick commerce
  3. Inventory is King: Product availability determines ad effectiveness more than creative quality
  4. Platform Nuance Matters: What works on Blinkit fails on Zepto. Platform-specific strategies are essential
  5. Speed of Optimization: Daily adjustments compound into massive improvements over months

What’s Next

Portential roadmap for The Bakers Dozen for the coming year:

  • Expanding to 12 new cities in Q2 & Q3 2026
  • Integrating Google with Marketplaces
  • Testing video ads on platforms that support them

Want to scale your brand across quick commerce platforms or your D2C while maintaining profitability? Let’s talk about building a performance marketing engine for your business.

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