Instacart launches $1 million fund for CPG brands

Anne Freer | June 14, 2021

Mobile Advertising

Instacart, the online grocery app and platform, just announced a $1 million fund to boost Black-owned consumer packaged goods brands across its marketplace.

The ad initiative will support emerging Black-owned brands to use the Instacart Ads. These are self-service managed ads that are already being used by over 2,500 brands on the platform.

“As the largest online grocery platform in North America, our marketplace features millions of products for customers to discover while they shop online from their favorite retailers. As our service grows, we believe Instacart has a unique opportunity to further amplify Black-owned and Black-led brand partners in the digital aisles,” said Seth Dallaire, Chief Revenue Officer at Instacart.

“We want Instacart Ads to make a lasting impact on the CPG ecosystem by equipping emerging Black-owned brands with the tools, resources and investment needed to excel in online grocery. This is just a first step as we continue to focus on delivering equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish.”

The company hopes that the opportunity will help new brands to reach a broader audience by offering access to a dedicated support team and training series.

Instacart Ads suites include Featured product ads, delivery promos, coupon and hero banners.

“We’re always looking for partners that align with our mission to inspire families of all backgrounds to eat better food and live longer, more vibrant lives,” said Ibraheem Basir, Founder and CEO, A Dozen Cousins.

“It’s important for us to connect and engage with customers in various ways – especially in the digital grocery aisles. We’re proud to partner on this new advertising initiative and see Instacart investing in a community of brands transforming the grocery industry.”

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