Delivering Value, Inspiration and Flavor to Thanksgiving Tables with Campbell’s Swanson Campaign

Instacart Ads works hand-in-hand with our brand partners to help them deliver value and engage with consumers directly at the point of purchase in the digital grocery aisles. Consumers today expect online shopping to mirror the in-store experience as much as possible, including access to coupons and discounts on their favorite products.

Innovating Together

Thanksgiving is a key holiday for family-favorite brand Campbell’s Swanson®, which makes stocks and broths that enhance classic recipes from gravy to stuffing. This year, Swanson® partnered with Instacart Ads with the goal to introduce new consumers to their products via a free trial that ran for 10 days leading up to Thanksgiving dinner. 

“For over 150 years, Campbell Soup Company has been connecting people through food they love. Our Swanson® broths and stocks inspire creativity and add flavor to classic family recipes, and we continue to look for ways to drive new connections with customers in our fast-changing world,” said Michelle Morale, Campbell’s Vice President of Digital Commerce, Omni Shopper and Sales Transformation. “Through Instacart Ads, we’ve been able to reach new audiences and see people experience Swanson products for the first time.”

Swanson® leveraged Instacart Ads, including powerful audience insights, to reach consumers who had never purchased the brand before, as well as custom creative display banners to communicate the offer to add a free Swanson® product to carts with a qualifying purchase. Through this Instacart Ads campaign, Swanson® scaled their trial program and saw increases in sales, category share, and brand conversion during the most important holiday of the year for the company. 

“We’re proud to partner with Campbell’s Swanson® broths to help families across the country prepare for Thanksgiving, especially this year, as more people are able to share meals together. Our campaign delivered both time-savings and cost-savings to customers and is a great example of creative engagement and inspiration in the digital grocery aisles,” said Ryan Mayward, Vice President of Advertising Sales at Instacart.

By the Numbers

• According to Instacart data, during the 10-day campaign, Swanson saw significant sales growth compared to the 10 days prior to the campaign
• The Swanson brand outpaced its competitors and successfully reached over 28,000 new customers during the period
• Both Swanson category share and brand conversion grew compared to the same Thanksgiving holiday period in 2020, outperforming expectations

“This Thanksgiving, it was important for us to engage with consumers as they filled their carts both online and offline. The results of our campaign are powerful, and we look forward to continuing our work with Instacart Ads to test innovative solutions to reach and inspire consumers who shop online,” said Morale. 

Instacart today offers self-service and managed ad services for more than 4,000 CPG brands, and currently runs hundreds of thousands of deals and coupons across the marketplace every day, which saved customers more than $56 million in 2020.

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Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.