Instacart Partners With Peacock

Jacqueline Barba
Digital Editor
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NBCUniversal’s Peacock has added another advertising partner in the retail space: Instacart. 

Peacock Premium is now available for free to all Instacart+ members in the U.S. Peacock is Instacart’s first streaming partner and the only one included with the same-day delivery subscription, according to a media release.

To draw attention to this benefit, Instacart and Peacock on Nov. 29 began airing a custom ad spot that highlights how the two partners can rescue customers from holiday chaos, while featuring iconic holiday scenes from Peacock film and television properties, including "The Office," "Parks & Recreation" and "Brooklyn Nine-Nine." 

The ad will run across NBCU’s linear, social and streaming platforms. In addition, Instacart is being featured on NBCUniversal programs in a holiday takeover, first on Nov. 29 with "Christmas in Rockefeller Plaza" and again on the Dec. 5 episode of "Watch What Happens Live with Andy Cohen" on Bravo.

“Peacock and Instacart are both fast-growing brands that aim to deliver a great experience and exceptional value to our customers,” Annie Luo, executive vice president, head of global partnerships and strategic development, Peacock, said in the release. “With TV viewing and grocery delivery at their peak during the holiday season, it’s the perfect time to launch this partnership and lean into big moments across NBCUniversal.”

The partnership underscores the companies’ commitment to bring continued value to their shared customers, per the release. To date, Instacart has been a regular advertiser across Peacock and the NBCU portfolio — including Bravo, CNBC, E! and "Today" — given the media company’s extensive audience across passion points that match many Instacart families. 

In related news, NBCUniversal also unveiled a commerce partnership with Walmart in November that allows Bravo fans to “shop the moment” on Peacock. On Nov. 7, Dec. 5 and Dec. 12, streamers can shop directly from Walmart while watching season eight of Bravo’s "Below Deck Mediterranean" on Peacock the day after select episodes air.