CPG Brands Including Mondelez, The J.M. Smucker Co. and HORMEL FOODS® Are First To Pilot Recipes
Instacart, North America's leading grocery technology company, has unveiled a suite of new advertising solutions designed to enhance consumer discovery and brand engagement on its platform. These innovative tools expand Instacart's on-platform advertising capabilities, moving beyond traditional in-aisle placements to offer brands more dynamic and immersive ways to connect with consumers.
New Advertising Solutions
- Recipes: Visual ad units featuring meal ideas with branded and complementary products.
- Example: Finding a chicken pot pie recipe while shopping for chicken, featuring a pastry dough brand.
- Occasions: Curated collections around specific themes or moments.
- Example: Essentials for a charcuterie board or summer barbecue supplies.
- Bundles: Strategic product pairings for quick basket building.
- Example: Featuring laundry detergent, fabric softener, and dryer sheets together.
Benefits for Brands
- Enhanced Discovery: Helps consumers discover new products outside traditional aisles.
- Thematic Merchandising: Allows brands to create curated experiences based on themes or seasonal moments.
- Increased Conversion: Promotes brand discovery and drives conversions by inspiring consumers at key moments.
Consumer Experience
- Dynamic Shopping: Offers consumers new meal and occasion planning ideas.
- Example: A spinach lasagna recipe served to a consumer searching for spinach.
- Ease and Inspiration: Enables consumers to quickly add all necessary ingredients to their cart.
Industry Insights
- Ali Miller, VP of Advertising Product at Instacart: Highlights the marketplace as a space where inspiration meets convenience, allowing consumers to explore new products and find recipe inspiration.
- Positive Feedback from Pilot Partners:
- Francesca Hahn, VP of Digital Commerce at Mondelez: Notes the potential of sponsored recipes to drive consideration and spark creativity.
- Kelly Sweeney, Director of Integrated Media at The J.M. Smucker Co.: Emphasizes the meaningful connection made with consumers through creative recipe contexts.
- Leslie Lee, VP of Digital Experience Group at HORMEL FOODS®: Discusses the success of sponsored recipes in turning everyday ingredients into exciting culinary experiences.
Instacart's new advertising capabilities, including recipes, occasions, and bundles, build on its existing suite of advertising solutions. These tools offer brands innovative ways to engage with consumers, enhancing discovery, inspiration, and convenience throughout the shopping journey. With positive feedback from pilot brand partners, Instacart continues to innovate and improve the consumer shopping experience.