Delivering Ice Cream All Summer Long with New Instacart Pop-Up
Unilever’s “The Ice Cream Shop” Reaches Ice Cream Lovers Nationwide and Drives New Customers to the Brand and Category
As part of our partnership with Unilever, we’re excited to have delighted customers nationwide all summer long with The Ice Cream Shop on Instacart. The Ice Cream Shop is one of Instacart’s new Pop-Ups, which helped deliver ice cream across the country in as fast as 30 minutes via our retail partners.
Instacart Pop-Ups help consumers shop for relevant use cases by showcasing a curated selection of products. For our brand partners, it’s the first time they can reach and engage consumers directly from the Instacart homepage. Pop-Ups are a new way for brands to inspire consumers as they’re shopping for a specific occasion, seasonal moment, or craving.
Instacart Pop-ups helped The Ice Cream Shop drive new customers to the brand and category — in fact:
- More than 75% of The Ice Cream Shop customers are NEW to Unilever ice cream brands
- More than 30% of The Ice Cream Shop customers are NEW to the ice cream category
“We’re thrilled that our new partnership with Instacart expands The Ice Cream Shop’s virtual storefront to a nationwide scale,” said Daan Westdijk, Head of Sales & Category Strategy, North American Ice Cream at Unilever. “Since 2018, The Ice Cream Shop has offered convenient delivery to ice cream fans in major cities including New York, Chicago, Los Angeles, and now thanks to our expanded partnership with Instacart, we can build on our vision of delivering smiles to even more doorsteps across the U.S.”
The Ice Cream Shop customers are shopping and discovering new flavors from their favorite brands of ice cream, including Ben & Jerry’s, Breyers, Good Humor, Klondike, Magnum ice cream, Popsicle and Talenti. These ice cream cravings are fulfilled in as fast as 30 minutes from virtual convenience storefronts as well as traditional convenience and drugstore retail partners – with free delivery for Instacart+ members.
With Pop-Ups, participating brand partners can now driving bigger baskets and highlighting a full suite of products from their portfolio that will help consumers solve a specific need. Like Unilever, we’re seeing that participating brand partners can drive incremental engagement and sales beyond the usual weekly shop.
We are proud to see the success of Unilever’s Pop-Up by delivering on speed, convenience, and making it easier and more inspirational for consumers to shop on Instacart. Be sure to check out other Instacart Pop-Ups, including Tailgating, Sick Day Essentials, Pet Treats, Drugstore Beauty, and more.
We all know that ice cream cravings happen all year long, so be sure to visit “The Ice Cream Shop” in our “More Ways To Shop” carousel now that summer’s over.
What Pop-Up do you need in your life? Tweet us @Instacart and let us know – you just might see the Pop-Up you need “pop up” on Instacart.
Instacart examined ‘new to brand’ metrics measured by first purchase for the prior six months across Instacart Ads formats and Pop-Ups from April 2022 to September 2022.
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