Instacart Delivers Shoppable TV Commercials for Michelob ULTRA with First Major Cross-Channel Co-Marketing Campaign

Partnership Marks Anheuser-Busch’s First Shoppable TV Commercials, Powered by Instacart

Instacart Enables Select Brand Partners to Create Campaigns That Deliver Through Seamless Offsite Media Integrations and Co-Branded Activations 

Instacart, the leading grocery technology company in North America, today announced its first major CPG co-marketing campaign, enabling select brands to partner with the company during key tentpole moments. Michelob ULTRA is the first partner to create an Instacart co-marketing campaign that runs during the NFL football playoffs and marks Anheuser-Busch’s first-ever shoppable TV commercials – all powered by Instacart. The partnership underscores that Instacart is the ultimate shopping destination for all football viewing party needs.

Airing during the NFL playoffs, Michelob ULTRA’s newest TV commercials star former NFL quarterback Tony Romo, women’s soccer player Alex Morgan, and boxer Canelo Álvarez and feature Instacart as the delivery partner of choice by encouraging consumers to stock up on ULTRA by scanning a QR code. The QR code seamlessly takes viewers to a Michelob ULTRA page on Instacart, where they can add their game day favorites from the new Michelob ULTRA golf pack to Michelob ULTRA Organic Seltzers and Michelob ULTRA Pure Gold Light Lager. In partnership with PepsiCo, the page also features game day staples that pair well with ULTRA like Tostitos and classic Frito Lay chips.  

“We’re taking a digital-first approach to leverage this marquee entertainment moment and offer fans everywhere a seamless brand experience and even faster access to our products,” said Ricardo Marques, Vice President of Marketing Michelob ULTRA.  

“Over the last year, Instacart’s brand and full-funnel suite of advertising solutions have grown to reflect our maturing business and evolution from a transactional to inspirational experience,” said Instacart CMO Laura Jones. “Partnering with Michelob ULTRA for a campaign of this magnitude leverages both of our brands’ equity and expertise to deliver Michelob ULTRA directly to football fans’ doorsteps. Our omnichannel strategy aims to reach millions of consumers across screens and enrich their game day experience without them having to leave their family and friends.” 

Instacart’s new CPG co-marketing capability marks one of the company’s significant investments to enable CPG brand partners to create campaigns that truly deliver. This type of integration brings together the brand strength of CPG partners like Michelob ULTRA with Instacart’s ability to get products in consumers’ hands quickly. The capability includes seamless integrations from offsite media like social, linear TV, and CTV/OTT as well as co-branded activations across Instacart’s marketplace and marketing channels. Instacart will further bring the Michelob Ultra partnership to life from shoppable media on its app to email, push notifications, and social posts. 

Instacart will also launch its game day Pop-Up in its app and Marketplace, which will run today through February 12. Pop ups equip brand partners with the ability to inspire and delight consumers with products that speak to a particular theme, seasonal moment, holiday, or everyday need directly from the Instacart homepage. Consumers can shop from more than 40 of their favorite brands at the game day Pop-Up including multiple from the Anheuser-Busch portfolio like Michelob ULTRA, Cutwater, and Stella Artois, as well as PepsiCo beverages, Frito-Lay chips and snacks, spirits from Diageo, Wholly Guacamole and Digiorno pizzas.

The campaign furthers the strong relationship between Anheuser-Busch and Instacart, which began when Anheuser-Busch piloted Instacart email ads with Stella Artois. Instacart officially launched a suite of programmatic ad solutions for alcohol brands in March 2020. Anheuser-Busch, including Michelob ULTRA, was also among the first partners to leverage Instacart Ads’ sponsored product. 

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Instacart is the leading grocery technology company in North America, partnering with more than 1,100 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.