Instacart Ads Invests in Women-Owned Brands

Jacqueline Barba
Digital Editor
Jacqueline Barba profile picture

Online grocery platform Instacart has expanded its Instacart Ads initiative with a $1 million commitment to amplify women-owned CPG brands within the Instacart marketplace in honor of March’s designation as Women’s History Month.

The Instacart Ads initiative was designed to support historically underrepresented emerging brands directly in the Instacart marketplace by leveraging the company's advertising products. Instacart Ads currently offers self-service and managed ad services for more than 5,000 CPG brands that range in size, helping them connect with shoppers while grocery shopping online.

"In time to celebrate and honor Women's History Month, we're proud to launch the second wave of our Instacart Ads initiative focused on driving growth for women-owned brands in the digital aisles. Our launch partners Sweet Loren's, Three Wishes Cereal, and Twrl Milk Tea — are led by accomplished women, who are growing their businesses with our ads products," said Ali Miller, head of ads product at Instacart, in a news release. "With our ads initiative, we are supporting emerging brands by providing onboarding support, sharing campaign optimization best practices, and offering the opportunity to connect with and inspire new and existing customers on Instacart.”

The initiative’s expansion is meant to give emerging, women-owned brands prominent advertising placement among millions of items available from the more than 700 national, regional and local retailers featured on the Instacart marketplace. Beginning in April, eligible brands will receive free Instacart Ads credits to use with the company's flagship sponsored product offering throughout 2022.

The Instacart Ads initiative launched last year with a commitment of up to $1 million to support digital advertising for Black-owned CPG brands on the platform. Since then, Black-owned CPG brands nationwide have driven their business growth through sales and category share on Instacart, according to the release, and the program is continuing into 2022.

Instacart Ads offers a full suite of advertising products. Instacart also partners with industry-leading application programming interface (API) partners that have built campaign management and optimization applications leveraging the Instacart Ads API.