The coronavirus pandemic has affected consumer packaged goods (CPG) brands in multiple ways. Both the CPG and grocery industries have been moving toward more online sales, and the pandemic has accelerated progress. More consumers are shopping for their groceries online, which makes digital advertising an important tool for brands trying to reach customers.
A New Initiative
Instacart, an online grocery platform, announced a new advertising initiative to support Black-owned CPG brands in the Instacart marketplace. The company is committing up to $1 million for prominent advertising placement for the brands, including Capital City Co, Partake Foods, A Dozen Cousins and Uncle Nearest Premium Whiskey. They will get Instacart Ads credits to use with Instacart’s Featured Products.
In addition, Instacart is providing the brands with one-on-one campaign setup at launch, a designated account team, access to the self-service ads platform and training via monthly seminars. The company wants to make sure participating brands are meeting their individual advertising needs and maximizing the impact of their campaigns.
“We are lucky to work with these teams and see them growing quickly and innovating in the digital grocery aisles,” says Seth Dallaire, chief revenue officer at Instacart. “We are looking forward to bringing as many new brands into the fold as possible with this initiative, which is designed to amplify both brands that are new to our advertising products and services, and those that have existing accounts with us.”
Partake Foods cookies.
Instacart/Partake Foods
The Brands
Capital City Co. is known for their cult-favorite Mambo Sauce, and founder Arsha Jones is passionate about preserving and celebrating Washington, D.C. food culture, history and flavor.
Partake Foods offers allergen-friendly cookie products. As a Black female CEO and founder, Denise Woodard is passionate about raising awareness of Black and female entrepreneurship and increasing opportunities for women and people of color seeking careers in the food industry.
A Dozen Cousins is ready-to-eat seasoned rice and beans inspired by traditional Creole, Caribbean and Latin American recipes. Founder and CEO, Ibraheem Basir, is a CPG industry veteran and has been a launch partner for this initiative.
Uncle Nearest is an award-winning premium whiskey distillery. Founder and CEO, Fawn Weaver, is a best-selling author and entrepreneur who advocates for and invests in the Black entrepreneurial community.
The Impact
Instacart’s Ads platform offers brands of all sizes an equal advertising opportunity, which is prominent placement among the millions of items available from Instacart’s more than 600 retail partners. Emerging brands have an opportunity to gain momentum online with Instacart and that can be used to justify and drive expanded in-store distribution. Several brands are already using the Ads platform and seeing significant engagement with new customers.
Instacart’s launch partner Partake joined as an Instacart Ads partner in July 2020. The company uses Featured Product for all eight of their products for sale available via retailers on the Instacart marketplace.
Partake has tripled their spend with Instacart Ads and has significantly increased their overall exposure on the platform. Their impressions increased by 10 times over the course of their first seven months with Instacart Ads. Sales of Partake products are up more than 2,000% on the Instacart marketplace year-over-year, and the brand grew 13 times faster than the cookie category last year.
“We are extending the invitation for all eligible CPG brands to participate and tap into our new initiative. If you identify as a Black-owned, Black-founded or Black-led grocery brand and have products available through the Instacart marketplace, or you know and love a brand who meets these guidelines, we encourage you to reach out to our team,” says Dallaire.