Last updated on July 31st, 2024
Instacart is introducing new advertising tools designed to help brands connect with consumers to boost product discovery.
These tools expand Instacart’s on-platform advertising capabilities beyond traditional in-aisle placements. In a grocery store, consumers might find crackers next to the cheese counter, or salsa next to tortilla chips. Instacart’s new tools pair that same ease and inspiration with the flexibility of the digital shelf, helping brands curate more immersive experiences for consumers across every aisle.
The suite of merchandising solutions includes:
- Recipes: Visually appealing ad units featuring meal ideas that incorporate branded products. For example, a shopper browsing for chicken might encounter a recipe for chicken pot pie, highlighting a pastry dough brand.
- Occasions: Curated collections of products themed around specific events or moments, such as essentials for a charcuterie board or summer barbecue supplies.
- Bundles: Strategic pairings of complementary products, such as laundry detergent, fabric softener and dryer sheets, to streamline the shopping process.
These features offer brands greater flexibility to reach consumers beyond their usual product categories, fostering brand discovery and driving sales.
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“Instacart’s marketplace is a space where inspiration meets convenience. We’re excited to offer brands the opportunity to reach consumers out of traditional aisle placements in a way that feels timely and relevant,” said Ali Miller, Instacart’s VP of advertising product.
“We want consumers to be able to explore new products, find recipe inspiration and engage with their favorite brands throughout their shopping journey as they build their carts. We’re grateful to our pilot brand partners who have provided valuable feedback as we’ve built and tested these new experiences, and we’re looking forward to continuing to innovate together.”
Early adopters of the new recipe feature, including Mondelez, The J.M. Smucker Co. and Hormel Foods, have reported positive results.
“Instacart’s sponsored recipes have proven to be an exciting opportunity for Hormel Foods. We’ve already seen success with our Jennie-O brand, testing delicious recipes like our Turkey Spinach Lasagna,” said Leslie Lee, VP of digital experience group at Hormel Foods.
“The sponsored recipe capability allows us to connect with consumers at the moment of inspiration, turning everyday ingredients into exciting culinary experiences. We are also leveraging this tool to empower aspiring charcutiers, with a wide variety of charcuterie-board concepts featuring products from Columbus Craft Meats. It is exciting to work creatively with Instacart, improving the convenience and ease of the shopping experience for our busy consumers.”
Francesca Hahn, VP of digital commerce at Mondelez, shared that Instacart’s new recipe solution is presenting “exciting possibilities” for its brands.
“We’ve been testing a pilot campaign featuring a recipe for Chips Ahoy! Ice Cream Pops, leveraging this new capability to transform a beloved snack into an enticing dessert idea for the summer season. By presenting our products within creative recipe contexts, we’re able to engage new consumers in unexpected ways outside of our traditional aisle. We’re enthusiastic about the potential of recipes to drive consideration and spark creativity.”
Instacart’s expanded advertising options complement its current suite of tools, including sponsored product ads, display units and shoppable video. The platform has more than 5,500 CPG brands using its advertising services.
While recipes are available now for CPG advertisers, occasions and bundles are set to begin piloting in the coming months.
