Instacart now offers recipe features for advertisers

Last-mile delivery company Instacart has introduced a new set of merchandising tools for advertisers, featuring on-platform digital shelves that showcase products for recipes, special occasions, and bundled purchases, the company announced on Tuesday.

Courtesy of Instacart

New Merchandising Tools for Advertisers

The new features include:

• Recipes that Spotlight Products: Highlighting both branded and complementary products.
• Curated Collections: Focused on specific themes, such as “summer barbecue supplies.”
• Strategic Bundles: Combining items like laundry detergent, fabric softener, and dryer sheets.

“Brands can now pair their products across various categories within their portfolio as well as with other brands to effectively merchandise around a theme or seasonal event,” the company stated in a press release. “This allows brands to offer consumers a curated experience that might not be achievable with their products alone.”

Enhancing Consumer Engagement

These new tools are designed to help brands enable shoppers to “discover new products, find recipe inspiration, and engage with their favorite brands,” according to Ali Miller, VP of Advertising Product at Instacart.

Pilot Program with Major Brands

Currently, Mondelez, The J.M. Smucker Co., and Hormel Foods are piloting these new advertising tools. This initiative marks a significant step for Instacart in enhancing its advertising offerings and providing value to both brands and consumers.