Leading online grocery platform Instacart announced a new advertising initiative, pledging $1 million to amplify Black-owned consumer packaged goods (CPG) brands within the Instacart marketplace.
The program is designed to support developing Black-owned brands directly within the Instacart marketplace by leveraging the company’s sturdy promotional products and services.
The initiative is a part of the company’s ongoing commitment to prioritize “Diversity, Equity, and Belonging” and stand up against anti-Blackness and systemic racism.
“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.”
Eligible brands will receive Instacart Ads credits to use with the company’s flagship Featured Products for the remainder of the year. They will have access to the platform’s advertising products anchored around featured product and more. The featured product offering gives brand partners premium digital shelf space with browse, discovery and search placements in high visibility areas across the Instacart marketplace.
“It’s encouraging to see companies within the grocery industry invest in Black-owned brands at scale. As a founder, I know that it can be extremely costly to start a CPG business, especially in the world of distilling, and initiatives like Instacart’s can help reduce systemic barriers to entry for brands to grow new audiences and thrive online. At a company level, Uncle Nearest consistently invests in the entrepreneurial community, and we’re looking forward to joining a group of BIPOC-owned brands to reach more people in Instacart’s digital aisles.” – Fawn Weaver, Founder and CEO, Uncle Nearest.
To participate in the new Instacart Ads initiative, visit: https://ads.instacart.com/