Instacart Partnership Extends Ad Reach in Foodservice
Cut+Dry, an e-commerce and advertising platform for independent foodservice distributors and manufacturers, is integrating Instacart's Carrot Ads technology solutions across its platform.
Instacart said the partnership will provide advertisers in foodservice with direct access to buyers while unlocking new revenue opportunities for Cut+Dry’s distributors and operators, per a news release. Instacart's Carrot Ads capabilities on Cut+Dry will be available to brands over the next few quarters.
"Our new collaboration with Cut+Dry and [its] adoption of Carrot Ads will supercharge [its] advertising efforts," Andrew Nodes, vice president and general manager, Instacart business and supply chain, said in the release. "Our partnership will not only open up new opportunities for our brand partners advertising on Instacart, but also deliver value to stakeholders across the foodservice industry, including operators, distributors and food manufacturers.
"Operators will get access to detailed product information, recipes and menu ideas to make informed choices,” Nodes added. “Distributors will have the opportunity to unlock additional revenue through digital advertising opportunities. Food manufacturers will gain unmatched reach to operators nationwide, boosting brand visibility and influence in foodservice sales."
"Food manufacturers have long struggled to connect with end buyers and influence purchasing decisions at the point of sale," Mani Kulasooriya, co-founder and CEO of Cut+Dry, added. "Without a platform to share their brand story and product benefits, brands have been limited in their reach. Meanwhile, foodservice distributors have been left out of the rapidly growing digital advertising space. By integrating Instacart's market-leading advertising capabilities with Cut+Dry's scale and influence in foodservice distribution and digital commerce, we're creating one of the largest digital advertising opportunities in the industry.”
Together, Instacart and Cut+Dry will expand opportunities for brands. Brand partners will be able to reach a broader audience and tap into the expansive "multi-billion dollar" foodservice market, influencing purchase choices at critical decision points, per the release. The new partnership will help drive growth, boost case sales and enable targeted advertising to operators in foodservice.
Instacart launched Carrot Ads along with a slew of other capabilities in 2022 to help grocers and retailers of any size build and grow their own retail media networks and connect CPG brands with consumers on their owned e-commerce properties. Carrot Ads uses machine learning systems and AI to help retail partners deliver personalized ads and optimize ad placements.
Instacart launched Carrot Ads technology with approximately 70 new partners in 2023, and today, nearly 220 retailers, such as Sprouts Farmers Market and Thrive Market, leverage Carrot Ads to power their retail media business and offer ads on their e-commerce site. With the Cut + Dry collaboration Instacart will soon reach operators, distributors, and food manufacturers in the foodservice industry.