Jinx’s Instacart business was accelerating quickly, with sales up +71% YoY and units up +74% YTD, but expanded distribution created a new challenge: how to capture incremental demand without leaving auctions uncovered.

With Jinx now #56 top-selling dog food brand, up +9 category ranking YoY, the opportunity was to turn new store availability into share gains while maintaining disciplined media investment.

Paradox used Instacart media to make Jinx’s momentum more own able, not just more available. The plan focused on protecting high-intent shelf visibility, reinforcing the brand across key pet-care moments, and converting demand as shoppers entered the pet-care consideration set.

The YoY read shows how far that media support helped carry the business: sales grew +71% YoY, with +74% YoY and category share improved +42 YoY. With sales up more than +60% YoY every month and July reaching the highest sales month yet, the recommendation is to keep media investment aligned to momentum so Jinx can translate awareness and shopper intent into sustained category share gains.