Instacart is committing up to $1 million to amplify Black-owned consumer packaged goods brands within its marketplace. Through this new initiative, Instacart is offering Black-owned CPG brands the opportunity to reach a broader audience in the digital aisles with prominent advertising placement among millions of items available from the more than 600 national, regional and local retailers, and unique brand names, featured on the Instacart marketplace.
Eligible brands will receive Instacart Ads credits to use with the company’s flagship Featured Products throughout 2021. As part of the initiative, Instacart is also establishing new resources for brands, including a designated team focused on supporting participating brands and a monthly training series to ensure brands maximize the impact of their advertising campaigns.
“As the largest online grocery platform in North America, our marketplace features millions of products for customers to discover while they shop online from their favorite retailers. As our service grows, we believe Instacart has a unique opportunity to further amplify Black-owned and Black-led brand partners in the digital aisles,” said Seth Dallaire, chief revenue officer at Instacart, in a statement. “We want Instacart Ads to make a lasting impact on the CPG ecosystem by equipping emerging Black-owned brands with the tools, resources and investment needed to excel in online grocery. This is just a first step as we continue to focus on delivering equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish.”
Instacart Ads offers self-service and managed ad services for more than 2,500 CPG brands of all sizes, helping them connect with customers in the digital aisles while online grocery shopping.
“We’re always looking for partners that align with our mission to inspire families of all backgrounds to eat better food and live longer, more vibrant lives,” said Ibraheem Basir, founder and CEO of A Dozen Cousins, one of Instacart’s brands, in a statement. “It’s important for us to connect and engage with customers in various ways—especially in the digital grocery aisles. We’re proud to partner on this new advertising initiative and see Instacart investing in a community of brands transforming the grocery industry.”
