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Case study · Instagram Ads · Jordan

Instagram Ads for a Luxury Chocolate Brand in Jordan: $14,841 at 2.51× ROAS

A gifting-season creative test for an artisanal chocolate brand in Amman: two Reels against two Collection ads, Mother’s Day gift sets against corporate gifting, and the budget moved to whatever sold.

Luxury chocolate & gourmet giftingJordan, Amman-centricInstagram AdsMother’s Day season, March 2025Luxury Brands
Build a plan like thisReplay Mother’s Day season, March 2025
Replay availableCase file · March 2025

14,841 USD

revenue from Instagram ads

2.51×ROAS
146orders
65%of sales from Mother’s Day sets
Watch the campaign replay6 stops, from the starting point to the result
Results at a glance

Results at a glance

For a luxury chocolate brand in Jordan, AlGurus ran a gifting-season Instagram campaign built as a creative test: two Reel variations against two Collection ad variations. The campaign generated $14,841 from 146 orders at a 2.51× ROAS, above the 1.5–2.0× luxury food and beverage average. Collection image ads led with 90 orders, video Reels returned the most per dollar at 3.04×, Mother’s Day gift sets made 65% of total sales, and 88% of sales came from Amman’s premium areas.

From the dashboardMeta Ads Manager
Meta Ads Manager results by media type, 1 to 31 March 2025: image ads 90 purchases worth $9,161.54 from $4,044.00 (2.27 ROAS); video ads 56 purchases worth $5,679.52 from $1,869.32 (3.04 ROAS).
Video vs image ads · March 2025
Revenue
$14,841March 2025
ROAS
2.51×vs 1.5–2.0× luxury F&B average
Orders
146Collection ads led with 90
Ad spend
$5,913Ads Manager, USD
Mother’s Day gift sets
65%of total sales
Premium areas
88%of sales from Amman’s premium ZIP codes
01 · The challenge

Fine chocolate in the busiest gifting season

The brand makes artisanal chocolate and gourmet gifts in Amman. Its sales peak in gifting season, which is also when every bakery, chocolatier and gift shop in the city is advertising. The brief was simple to say and hard to do: drive premium online sales during that window, at a profit.

Premium positioning

Artisanal chocolate has to look worth its price in a two-second scroll, next to cheaper mass-market gifts.

A competitive season

Jordan’s gourmet market is crowded in gifting season. Generic “gift box” ads blur together.

A ROAS benchmark

Luxury food and beverage brands average 1.5× to 2.0× return on ad spend. The campaign had to beat it.

02 · The strategy

Let the buyers pick the winning creative

ObjectiveDrive premium online sales during the key gifting season, with a return on ad spend above the luxury F&B average.

Rather than guess which story would sell chocolate, we built the campaign as an A/B test with four variations across two formats, each testing one idea, all shown to the same carefully chosen audience.

Pillar 1

Reel ads, 2 variations

A: behind-the-scenes chocolate crafting with an Arabic voiceover. B: chef-curated pairing guides with dates, a local favourite.

Pillar 2

Collection ads, 2 variations

A: Mother’s Day gift sets in luxury packaging. B: corporate gifting solutions for companies sending gifts in volume.

Pillar 3

Precision targeting

Affluent neighbourhoods (Abdali, Dabouq, Sweifieh), interests in premium gourmet, luxury gifting and artisanal foods, and lookalikes of high-end dessert buyers.

Each pair answers a different question. The Reels asked which story builds desire; the Collection ads asked which occasion turns desire into an order.

03 · Execution, replayed

Press play: a gifting season in six stops

Drag the timeline or press play. Each stop shows what we did and the number it moved, and the results board fills as you go.

6 / 6
Starting point

Fine chocolate in a crowded gift season

Every gourmet brand in Amman advertises in gifting season. The brand had to look worth a luxury price and still earn back its ad spend.

  • Communicate luxury value for artisanal chocolates
  • Stand out in Jordan’s crowded gourmet market
  • Beat the luxury F&B ROAS average
The bar to beat

1.5–2.0×

average ROAS for luxury food and beverage

Luxury F&B avg (top)2.0×
Step 1 · Audience

Affluent neighbourhoods and gift buyers

We targeted the areas where luxury gifts are bought, then layered interests and lookalikes of people who already buy high-end desserts.

  • Abdali, Dabouq and Sweifieh
  • Interests: premium gourmet, luxury gifting, artisanal foods
  • Lookalikes of high-end dessert buyers
Metric it moved

88%

of sales came from Amman’s premium ZIP codes

Step 2 · Reels test

Reels: the craft against the pairing

Two Reel variations tested two kinds of story: how the chocolate is made, and how to enjoy it.

  • Version A: behind-the-scenes chocolate crafting, Arabic voiceover
  • Version B: chef-curated pairing guides with dates
Metric it moved

+40%

CTR lift from the behind-the-scenes craftsmanship videos

Step 3 · Collection test

Collection ads: Mother’s Day against corporate

Two Collection ad variations put the products themselves in front of buyers, each built around a different gifting occasion.

  • Version A: Mother’s Day gift sets in luxury packaging
  • Version B: corporate gifting solutions
Metric it moved

65%

of total sales were Mother’s Day gift sets

65%

One occasion carried most of the season.

Step 4 · Verdict

Image ads sold more, video returned more

In Ads Manager, the image (Collection) ads brought 90 orders and $9,161.54 from $4,044 of spend, a 2.27× return; the video Reels brought 56 orders and $5,679.52 from $1,869.32, a 3.04× return. The shop window sold more; the videos sold more efficiently.

  • Image ads: 90 orders, $9,161.54, 2.27×
  • Video Reels: 56 orders, $5,679.52, 3.04×
Collection ad orders

90

vs 56 from Reels

Collection ads90
Reels56
End of season · Result

$14,841 at a 2.51× ROAS

March closed with 146 orders and $14,841 in revenue from $5,913 of spend, a 2.51× return, above the 1.5–2.0× luxury F&B average.

  • 146 orders
  • $14,841 revenue
  • 2.51× ROAS vs 1.5–2.0×
ROAS

2.51×

vs a 1.5–2.0× luxury F&B average

This campaign2.51×
Luxury F&B avg (top)2.0×

The live case gives no dates for these steps; the stops follow the order of the work during the gifting season.

Planning your next gifting season?

A 30-minute strategy call. We map your occasions, your best-selling sets and the creative test we would run first.

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04 · The results

Above the benchmark, and a clear winner

The ROAS comparison is against the luxury food and beverage average quoted in the case, not a before figure.

Return on ad spend

Campaign vs luxury F&B average

2.51×

Orders by ad format

Collection image ads vs video Reels

90 vs 56

The occasion that sold

Share of total sales

Mother’s Day
65%Mother’s Day sets

Mother’s Day gift sets in luxury packaging carried the season.

The Reels were not wasted; they did a different job. The behind-the-scenes craftsmanship videos increased CTR by 40%, which kept the brand’s story in front of the audience while the Collection ads, a shop window inside Instagram, turned that interest into orders. And the targeting held: 88% of sales came from Amman’s premium ZIP codes.

Results vs benchmarks
MetricResultIndustry benchmark
ROAS2.51×1.5–2.0× (luxury F&B)
Revenue$14,841N/A
Orders146N/A
Ad spend$5,913 USDN/A
Image (Collection) ads90 orders, $9,161.54, 2.27× ROASN/A
Video (Reels)56 orders, $5,679.52, 3.04× ROASN/A
Platform screenshots

Proof from the platforms

Real screenshots from the ad, analytics and store accounts behind this case. Client names and account details are not shown. Open any screenshot to see it full size.

  • Meta Ads Manager results by media type, 1 to 31 March 2025: image ads 90 purchases worth $9,161.54 from $4,044.00 (2.27 ROAS); video ads 56 purchases worth $5,679.52 from $1,869.32 (3.04 ROAS).
    Meta Ads ManagerVideo vs image ads · March 2025
05 · What we learned

Three lessons for luxury food gifting

Show the gift, not just the brand

Collection ads that let buyers browse gift sets inside Instagram out-sold storytelling Reels: 90 orders to 56.

One occasion can carry a season

Mother’s Day gift sets made 65% of sales. Build the creative around the occasion people are buying for.

Craft builds desire

Behind-the-scenes videos of the chocolate being made increased CTR by 40%. Keep them in the mix even when they are not the top seller.

How we would plan the next season

Start the test early. Run the variations before the peak so the budget can follow the winner when demand is highest.

Keep the neighbourhood focus. 88% of sales from premium areas shows the audience was right; widen it only with lookalikes.

Plan corporate gifting separately. It is a different buyer with a different calendar, and it deserves its own campaign.

Services used

The team and tools behind this case

Instagram AdsGifting-season campaign and A/B testMeta AdsCollection ads, lookalikes, area targetingReels ProductionCraftsmanship and pairing ReelsContent CreationGift-set and packaging content
Platform & partners
Google PartnerPremier 2026MetaBusiness PartnerShopifySelect PartnerSallaPartner

Built by a Google Premier Partner, Meta Business Partner, Shopify Partner and Salla Partner agency in Amman: $28M+ in ad spend managed, 75+ Shopify stores delivered, 120+ brands served. Google Premier Partner: Top 3% of Google Partners in the World.

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FAQ

Questions about this case

What ROAS did the chocolate brand get from Instagram ads?

2.51×, against a luxury food and beverage average of 1.5× to 2.0× quoted in the case. The campaign generated $14,841 from 146 orders.

Did Collection ads or Reels work better for chocolate?

Collection image ads sold more: 90 orders and $9,161.54. Video Reels brought 56 orders and $5,679.52, but returned more per dollar, 3.04× against 2.27×. The behind-the-scenes craftsmanship videos also increased CTR by 40%.

Which gifting occasion sold the most?

Mother’s Day. Gift sets for Mother’s Day made 65% of total sales, ahead of the corporate gifting variation.

Where did the sales come from?

88% of sales came from Amman’s premium ZIP codes, the areas we targeted: Abdali, Dabouq and Sweifieh, plus lookalikes of high-end dessert buyers.

How do you run a creative A/B test on Instagram?

Test one idea per variation and keep the audience the same. Here, two Reels tested craft against pairing, and two Collection ads tested Mother’s Day against corporate gifting. See our Instagram Ads service.

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