Instacart Powers Sprouts' New Retailer Media Network
Sprouts Farmers Market is deepening its relationship with Instacart by leveraging the Carrot Ads solution, part of the Instacart Platform, to power the specialty grocer’s new retailer media network.
As of May, brands can extend their Instacart Ads campaign to Sprouts’ commerce experiences. In other words, Instacart’s nearly 6,000 brand partners can utilize the same capabilities on the Sprouts website and mobile app.
The Instacart Platform first launched Carrot Ads along with a slew of other capabilities in 2022. The ad service extends Instacart’s ad technology and sales capabilities to help retailers of any size build and grow their own retail media networks and connect CPG brands with consumers on their owned e-commerce properties.
Califia Farms, General Mills, Primal Kitchen and Siete Family Foods are early adopters of the capability, having expanded their Instacart ad campaigns to reach, inspire and connect with consumers shopping on the Sprouts website or app, according to a media release from Instacart.
Notably, Carrot Ads gives Sprouts advertisers the ability to target and optimize dedicated online campaigns specifically on the grocer’s e-commerce experience. Brand partners will also have access to metrics, such as attributed sales and ROAS, linked to their Sprouts campaigns, providing an overall view of campaign performance.
The partnership also helps brands:
- Grow reach and exposure. Today, brand partners are running Instacart Ad campaigns across more than 1,100 retail banners, per the release. This partnership allows brands to automatically benefit by increasing the reach of their Instacart Ads campaigns to include Sprouts e-commerce experience, maximizing exposure and engaging relevant audiences shopping for their products. Instacart simplifies the operational complexity of managing campaigns across multiple Carrot Ads retailers by utilizing existing creative, targeting and measurement tools.
- Unlock new opportunities for emerging brands. Sprouts is known for carrying natural and better-for-you products and for stocking its shelves with emerging brands. With Carrot Ads, emerging brands can invest in the consumers shopping Sprouts, helping grow awareness and inspiring trial as they browse online.
“We are proud to deepen our partnership with Sprouts and bring their vision for a new retail media network to life,” Chris Rogers, chief business officer at Instacart, said in the release. “We’re seeing so much growth in the retail media space, as these networks provide a huge opportunity for retailers to open new revenue streams, enhance the customer experience and increase loyalty. Today’s news is also a game-changer for the thousands of brand partners already advertising via Instacart."
Sprouts and Instacart have partnered since 2018 when they launched same-day delivery across the Instacart App. The companies have since launched curbside pickup at nearly all stores, EBT SNAP payments, virtual convenience and alcohol delivery and pickup in select states. The Sprouts website and mobile app are powered by the Instacart Platform. The platform offers a suite of enterprise technologies aimed at helping retailers improve the consumer experience online or in-store and digitize the end-to-end grocery operation through five key pillars: e-commerce, fulfillment, in-store, ads, and insights.
Brand Partner Testimonials
“We’re thrilled to continue partnering with Instacart and Sprouts because we recognize that many people seeking delicious, dairy-free products are turning to both online platforms,” Halee Patel Newton, vice president of e-commerce at Califia Farms, said in the release. “Thanks to Carrot Ads, our online ad campaigns can seamlessly extend across both sites, which allows us to reach a broader audience and increase our brand’s visibility. This approach makes managing multiple campaigns easier and less complex as we scale.”
“We are incredibly proud of Siete’s momentum and continued focus on innovation, and nurturing partnerships like those we have with Sprouts and Instacart are instrumental,” said Miguel Garza, CEO of Siete Family Foods. “There’s such great demand for Siete’s better-for-you Mexican American food products, and we’re happy to have a strong presence where we know people are looking for cleaner alternatives to conventional offerings. We hope to continue to serve our consumers by meeting them where they are.”