Services Provided
- Google Ads / Paid Search
- Meta Ads / Paid Social
- SEO
- Ecommerce
- Analytics
Butterfly Bakery of Vermont: Bringing Marketing & Strategy to a Purpose-Driven CPG Brand
Claire Georges is the Founder and CEO of Butterfly Bakery. She’s an entrepreneur through and through. For the past 20 years she built her Vermont business without the need of marketing. When Claire reached out to us, we realized it was time to add that fuel to the fire. We’re super proud to work with Claire and grow this incredible farm-to-fork business.
Butterfly Bakery of Vermont is one of those brands that reminds you why Vermont food brands hit different. Built on social impact, bold flavors, and thoughtfully sourced ingredients, Butterfly Bakery has earned a loyal following and a strong wholesale footprint nationwide partly due to their Hot Ones Appearances. They have been on the YouTube series on four separate occasions: Season 29, Season 26, Season 20, and Season 7.
When the Butterfly Bakery team partnered with BootstrapVT, we weren’t starting from zero. They had a compelling mission, great products, and growing brand recognition. What they needed was clarity, alignment, and a paid marketing strategy that could scale to bring all their products and channels together as one cohesive system.
Our Marketing Thesis:
Butterfly Bakery already had strong brand awareness and a strong story. What they needed was structure, strategy, and senior-level guidance to optimize paid marketing while supporting long-term growth across other channels.
Our Marketing Challenge:
We needed to earn the trust of the founder. To show direct marketing attribution and see if these paid ads could generate a positive ROI for her business. Spoiler alert: we did.
Our Results:
- 135% Revenue growth in Q4 2025
- 400% ROAS for Paid Social in Q4 2025
- Year-over-year DTC revenue growth of 72% 2025 vs 2024
- We’re still working on Paid Search (Google Ads)
- We’ve had a high of 600% ROAS and currently in the 230% range for 2026
A Full-Funnel Marketing Audit: Finding the Gaps and Opportunities
Before launching new campaigns, we took a step back.
Bootstrap VT conducted a comprehensive audit across Butterfly Bakery’s digital ecosystem, including organic social, SEO, email, and their Shopify storefront. This allowed us to identify what was working, what was underutilized, and where the biggest growth opportunities lived.
We delivered clear, prioritized recommendations that balanced quick wins with longer-term improvements, so the Butterfly Bakery team had a roadmap they could actually use. The goal wasn’t just to optimize, but most importantly, to align across channels, customer journey, and business goals.
Curious about how paid ads could transform your business? Ask us.
Paid Advertising With Structure, Strategy & Seasonality
For paid social, our focus was simple: intentional systems, not one-off ads.
We started by testing campaigns across the two distinct product catalogs representing the two Butterfly Bakery brands we were working on. From there, we launched product-specific campaigns highlighting four to five top sellers, testing different creative angles focused on flavor, ingredients, use cases, and storytelling. This was key to helping us understand what resonated most with customers (spoiler: the collaboration between Butterfly Bakery and Heady Topper beer was a huge hit)
Once we established performance benchmarks, we transitioned to category-based campaigns (hot sauce vs mustards vs cookies), aligning paid media with how customers naturally shop. This evolution improved efficiency and supported stronger top-of-funnel discovery.
A key driver of success was introducing clear campaign structure and defined objectives within Meta Ads Manager to help bring organization, clarity, and consistency to paid social efforts.
Holiday Campaigns That Truly Connected
Our most innovative and successful Paid Social work came during Thanksgiving and Christmas.
For these campaigns, we created custom Shopify collections featuring products with flavors or ingredients that naturally aligned with the holiday season. Paid social ads focused on consumer actions, showcasing the many ways these products could be used such as:
- A flavor boost for holiday meals
- A thoughtful host gift
- A unique, Vermont-made present
Rather than positioning the products simply as items to purchase, we framed them as essential components of the holiday experience which is rooted in food, connection, gifting, and celebration.
This approach resonated deeply with Butterfly Bakery’s audience and resulted in the strongest-performing campaigns during our time working together.
Results from our Q4 Paid Social Campaigns:
- Q4 Holiday Sales increased by 88%
- Year-over-Year total sales increased by 72%
- Google Ads / Paid Search / PPC purchases increased by 165%
- Meta Ads performance included return on ad spend (ROAS) of 585%
Want to scale and optimize your paid audience? Just ask us.
``Our company has interacted with multiple professionals at Bootstrap. Every single one of them has been expert, personable, and accomodating. And every time we meet, we are encouraged that we are travelling in the right direction, together. Thanks for the great work and the cheerleading, Bootstrap VT! Onward!``
- Kate Whelley McCabe (CEO, Vermont Evaporator Company)