Amplifying Emerging Brands: Instacart’s Ads Initiative Continues Through 2022

The Instacart Ads Initiative is our commitment to support historically underrepresented, emerging brands and leaders by leveraging our advertising products. 

In 2021, we committed up to $1 million to support digital advertising for emerging Black-owned consumer packaged goods (CPG) brands on Instacart. In 2022, we announced an additional $1 million to amplify women-owned CPG brands. 

Since then, nearly 100 brands from across the country – like GoOats, Partake Foods, TaDah Foods, and Hella Cocktail Co. – have leveraged the Initiative to unlock new growth opportunities and customer engagement across the Instacart Marketplace. 

The Instacart Ads Initiative for Black-owned and women-owned brands will continue through 2022. Until December, the Initiative is open for brands to join on a rolling basis. Each eligible CPG brand that signs up to participate will receive free ad credits to launch campaigns leveraging Instacart’s sponsored product ad offering. Sponsored product enables brands to secure premium space across the Instacart Marketplace, at every stage of the shopping journey.

Instacart Ads offers CPG brands of all sizes an equal advertising opportunity with prominent placement among the millions of items available from Instacart’s more than 800 beloved national, regional and local retailers. Through the Instacart Ads Initiative, we’re aiming to create more equitable outcomes for historically underrepresented entrepreneurs in the CPG space by helping them drive brand growth on this digital platform. 

This program builds on our commitment to Diversity, Equity and Belonging. For Instacart, Diversity, Equity and Belonging encompasses everything from increasing representation, focusing on inclusion, career development and opportunities, to social impact initiatives uplifting our communities, and ensuring we’re designing products that are accessible to everyone. 

If you, or someone you know, are eligible for the Instacart Ads Initiative, head to http://ads.instacart.com to submit your interest. 

Instacart

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.