CPG Brands Including Mondelez, The J.M. Smucker Co. and
HORMEL FOODS® Are First To Pilot Recipes
SAN
FRANCISCO, July 30, 2024 /PRNewswire/
-- Instacart (Nasdaq: CART), the leading grocery technology
company in North America, today
announced new advertising solutions to enhance consumer discovery
and brand engagement on its platform. 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 new suite of merchandising solutions includes:
- Recipes: Visual ad units with meal ideas to inspire
consumers featuring branded and complementary products – like
finding a recipe for chicken pot pie while shopping for chicken,
helping to feature a pastry dough brand.
- Occasions: Curated collections that encourage
cross-aisle exploration and discovery around specific themes or
moments, like essentials for the perfect charcuterie board or
summer barbeque supplies.
- Bundles: Strategic product pairings that allow consumers
to quickly build a basket, like featuring laundry detergent, fabric
softener, and dryer sheets together.
These solutions provide advertisers with flexible ways to reach
consumers outside their traditional shopping aisles, promoting both
brand discovery and conversion. Brands can pair their own products
across different categories in their portfolio as well as with
other brands to effectively merchandise around a theme or seasonal
moment. This enables brands to reach consumers with a curated
experience at a moment that might not be possible with their
products alone.
For example, a consumer searching the produce aisle for spinach
might be served a spinach lasagna recipe and be inspired to try it.
This not only supports meal and occasion planning, but also enables
consumers to quickly add all necessary ingredients to their cart.
These "out of aisle" placements create a more dynamic shopping
experience while helping brands showcase their products in context
and inspire new audiences and routines.
"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. 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," said
Ali Miller, VP of Advertising
Product at Instacart.
Select brand partners have been piloting recipes on Instacart
with positive results:
"Instacart's sponsored recipes are opening up exciting
possibilities for Mondelez 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," said Francesca Hahn, VP of Digital Commerce at
Mondelez.
"At The J.M. Smucker Co., we have established a full-funnel
media strategy that allows us to meaningfully engage with consumers
throughout their shopping journey. Instacart's sponsored recipes
feature is one way that we are able to make a meaningful connection
with consumers while creatively representing our product portfolio.
Featuring recipes like our Caramel Apple Pie Cold Brew and
Strawberry Fruit Dip demonstrates how our portfolio of brands can
deliver across all meal and snacking occasions while offering fresh
ideas for enjoying our products in fun, unexpected ways," said
Kelly Sweeney, Director of
Integrated Media at The J.M. Smucker Co.
"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. 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," said Leslie Lee, Vice President, Digital Experience
Group at HORMEL FOODS®.
These new advertising capabilities build on Instacart's existing
full-funnel suite of advertising solutions - including sponsored
product ads, display units, and shoppable display and video - which
have already demonstrated significant value for the more than 5,500
CPG brands advertising on Instacart.
Recipes are currently available to select CPG advertisers, with
occasions and bundles set to begin piloting in the coming
months.
About Instacart
Instacart, the leading grocery
technology company in North
America, works with grocers and retailers to transform how
people shop. The company partners with more than 1,500 national,
regional, and local retail banners to facilitate online shopping,
delivery and pickup services from more than 85,000 stores across
North America on the Instacart
Marketplace. Instacart makes it possible for millions of people to
get the groceries they need from the retailers they love, and for
approximately 600,000 Instacart shoppers to earn by picking,
packing and delivering orders on their own flexible schedule. The
Instacart Platform offers retailers a suite of enterprise-grade
technology products and services to power their e-commerce
experiences, fulfill orders, digitize brick-and-mortar stores,
provide advertising services, and glean insights. With Instacart
Ads, thousands of CPG brands – from category leaders to emerging
brands – partner with the company to connect directly with
consumers online, right at the point of purchase. With Instacart
Health, the company is providing tools to increase nutrition
security, make healthy choices easier for consumers, and expand the
role that food can play in improving health outcomes. For more
information, visit www.instacart.com/company, and to start
shopping, visit www.instacart.com.
For anyone interested in becoming an Instacart shopper, visit
https://shoppers.instacart.com/.
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SOURCE Maplebear Inc. dba Instacart