How Nick’s Grew Sales 35% YoY with Instacart Ads

Nick’s was founded in 2016 by Niclas Luthman when their founder, Niclas, received a prediabetic diagnosis and embarked on a mission to craft better snacks. With an unwavering commitment to wellness, Nick’s product line includes sweeteners, an expanded confectionery selection, and protein bars and their products grace the shelves of over 15,000 stores, reaching every corner of all 50 states.

Strategic advertising on Instacart

Advertising on Instacart was a strategic move for Nick’s — it aimed to connect with a highly targeted audience engaged in grocery shopping. With the increasing popularity of online grocery shopping, Nick’s saw Instacart as the right partner to provide access to this growing market and make it easier for Nick’s to reach potential customers actively searching for snacks and healthier food options. 

Nick’s advertised on Instacart to boost brand visibility and recognition, leverage promotions, and drive customer acquisition and retention. 

“Instacart provides us a powerful platform to align with evolving consumer trends and expand reach,” said Per Delden, Global Head of eCommerce at Nick’s, “Thanks in part to Instacart we are thriving in the competitive Better-For-You (BFY) snack and ice cream categories.”

Impressive results from a collaborative partnership

Advertising on Instacart has proven to be successful; Nick’s sales on Instacart have surged, growing 35% YoY, while their market share on Instacart grew by 12% YoY. Furthermore, these advertising efforts have yielded substantial customer acquisition, with 35% of attributed sales coming from new-to-brand customers. Velocity has consistently trended upward, with an average growth rate of 22% in 2023. 

“We love our account manager from Instacart,” said Per Delden, “they are continually demonstrating their astute understanding of our business, the cycles and seasonal nuances, to facilitate mutually advantageous recommendations.”

Thanks to a collaborative relationship, Nick’s has embraced new advertising solutions introduced by Instacart, experiencing exceptional success with impulse for sponsored product ads and shoppable display ads. 

“Their innovative solutions consistently deliver impactful results, solidifying our commitment to explore their offerings and leverage cutting-edge advertising avenues,” said Delden.

Future Endeavors and Growing Opportunities

Advertising on Instacart aligns with Nick’s overall marketing strategy, enabling them to reach the right audience, stay relevant in the digital marketplace, leverage data-driven insights, and drive brand awareness and sales in an ever-evolving retail and e-commerce landscape.

“We know the importance of meeting consumers where they prefer to shop. And we’re seeing that people are incorporating online shopping into their grocery routines more,” said Delden. “So ecommerce channels like Instacart represent a significant part of our business. And we’re enthusiastically embracing that opportunity.”

*Prior results do not guarantee future outcomes. 

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This post contains third-party claims and advertisements.  Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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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.