Instantly Yours

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From Quick Meals to Quick Growth: How T-Rex Scaled 

Instantly Yours to 3.7X ROAS in 3 Months

Brand Overview

Instantly Yours is a modern food brand that brings the joy of homemade taste to busy lifestyles through its range of ready-to-eat and ready-to-cook meals. From rich Indian gravies to wholesome pasta and breakfast mixes, every product is crafted to deliver freshness, flavor, and convenience — without compromise.

Their mission is to redefine convenience food by combining authentic taste, premium ingredients, and quick preparation, making it easy for everyone to eat delicious, home-style meals anytime, anywhere.

The Challenge

  • Highly competitive ready-to-eat and frozen food category dominated by established brands.
  • Low brand awareness among urban working professionals and families.
  • Limited repeat purchases due to lack of consistent brand recall and differentiation.
  • High drop-off at checkout, indicating weak conversion flow on the website.
  • Need to balance growth with profitability while scaling ad spend across India.

Objectives

Instantly Yours partnered with T-Rex Agency to:

  • Scale online sales through performance marketing and creative storytelling.
  • Enhance brand awareness and visibility among the target demographic.
  • Improve conversion rates through website and funnel optimization.
  • Drive repeat purchases through retargeting and customer retention strategies.
  • Maintain a profitable ROAS across all campaigns over a 3-month period.

Our Approach

1. Full-Funnel Marketing Strategy

We developed a performance-driven structure focusing on prospecting, retargeting, and retention:

  • Top / Awareness: Promoted hero products like Dal Makhani, Pasta Sauces, and Parathas through video ads highlighting quick prep time and authentic taste.
  • Middle / Consideration: Targeted users who engaged with product videos or website visits using testimonials, UGC, and combo meal ads.
  • Bottom / Conversion: Retargeted abandoned carts and high-intent visitors with limited-time offers, bundle discounts, and free shipping incentives.

Campaign budgets were dynamically adjusted based on audience performance and cost-per-acquisition data to sustain a healthy ROAS.

2. Creative & Content Strategy

  • Produced short-form videos and reels showing real cooking moments (“Dinner in 5 minutes with Instantly Yours!”).
  • Leveraged user-generated content (UGC) and review snippets to build credibility and trust.
  • Designed offer-driven static ads and GIF-style visuals for Meta campaigns emphasizing convenience, flavor, and freshness.
  • Created story-driven creatives around work-life balance and “no-cooking days” — connecting emotionally with the urban audience.

3. Conversion Optimization & Automation

  • Streamlined the website checkout process, reducing steps to improve cart-to-order conversion.
  • Deployed WhatsApp automation for abandoned cart recovery, personalized product recommendations, and repeat order nudges.
  • Introduced email drip sequences promoting combo offers, new launches, and reorder reminders to enhance retention.

4. Data-Driven Optimization

  • Tracked key metrics including cost per add-to-cart, purchase ROAS, repeat purchase rate, and product-level revenue.
  • Conducted weekly performance reviews to pause underperforming creatives and scale winning campaigns.
  • Built lookalike audiences from top 10% purchasers to drive efficient prospecting.

Results

Metric Before After (3 Months) % Improvement
Monthly Sales ?10 lakhs ?30 lakhs +200%
Conversion Rate 1.2% 3.5% +191%
Repeat Purchase Rate 15% 38% +2.5×
Average ROAS 1.8X 3.7X +105%
Cost per Purchase ?350 ?180 –48%

Additional Highlights

  • Established strong digital brand presence through engaging Meta Ads and influencer-style UGC.
  • Increased retention and reorder frequency via WhatsApp and email automation.
  • Expanded audience base to Tier-1 metros with high-intent food buyers and young professionals.
  • Enhanced brand recall through storytelling-based creatives that made “quick meals” aspirational.

Takeaways & Learnings

  • A full-funnel strategy combining UGC, performance marketing, and automation is crucial for scaling FMCG D2C brands.
  • Authentic content and real-life usage moments outperform overly polished visuals in the food category.
  • Cart recovery and repeat-purchase automation significantly improve profitability and lifetime value.
  • Consistent creative testing and audience segmentation are key to maintaining a 3.5X+ ROAS.