Amplifying Black-owned Brands on Instacart with New $1 Million Advertising Initiative

Today, we’re proud to announce a new Instacart Ads initiative. We’re committing to invest up to $1 million to amplify emerging Black-owned consumer packaged goods (CPG) brands within the Instacart marketplace. This marks Instacart’s first program designed to support Black-owned brands directly within the Instacart marketplace by leveraging our advertising products.

As the leading 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 we have a unique opportunity with Instacart Ads to further amplify Black-founded, Black-owned and Black-led brand partners in the digital aisles. 

We’re kicking off the program with marquee launch partners, including A Dozen Cousins, Capital City, Partake Foods and Uncle Nearest. The initiative is open to all new and existing Black-owned CPG brand partners and will help them either get started with Instacart Ads or increase their current advertising reach on Instacart.

Each eligible brand will receive Instacart Ads credits to use with our flagship Featured Products ads offering throughout the year. The Featured Product offering gives brand partners premium digital shelf space with browse, discovery and search placements in high visibility areas across the Instacart marketplace. With Featured Product, advertisers can boost sales, increase trial and awareness, drive higher category share and manage campaigns in a self-service portal. 

As part of this initiative, we will also provide a designated account team, access to our self-service ad platform, one-on-one campaign setup at launch and training via monthly seminars to ensure participating brands are successful with their campaigns throughout the year.  

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. 

Today’s announcement builds on Instacart’s ongoing commitment to prioritizing Diversity, Equity, and Belonging and standing up against anti-Blackness and systemic racism through intentionally lifting up Black businesses within the Instacart marketplace. 

To learn more and apply to participate in the new Instacart Ads initiative, please visit: https://ads.instacart.com/.

For more information on Instacart Ads programs designed to amplify small and medium-sized and emerging brands, please visit: Instacart Ads Click Credit Program: Apply to Participate.

Instacart

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Instacart is the leading grocery technology company in North America, partnering with more than 1,500 national, regional, and local retail banners to deliver from more than 85,000 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.