Hy-Vee RedMedia to Launch Instacart Carrot Ads

Sponsored Product ads will debut on Hy-Vee.com first, with Display ads launching later this year to give CPG brands more ways to reach customers online

This month, Hy-Vee RedMedia will begin offering Sponsored Product ads on Hy-Vee.com through Instacart Carrot Ads, enabling brands to secure premium digital shelf space. With this new launch, Hy-Vee RedMedia will further broaden its advertising capabilities, and Instacart's 7,500+ brand partners will now be able to seamlessly extend their campaign reach to include Hy-Vee.com. Display ads through Instacart, which enable brands to promote engaging, targeted, creative content to inspire discovery, will be introduced later this year.

As one of the largest Midwest grocers with more than 570 business units across nine states, Hy-Vee has long been a leader in delivering exceptional customer experiences, both in-store and online. With Carrot Ads, Hy-Vee RedMedia will offer CPGs performance-driven, native advertising placements that appear directly in search and browse experiences, helping consumers discover relevant products at the point of purchase. Carrot Ads will also allow Hy-Vee RedMedia to launch self-service capabilities to its partners.

"Instacart Carrot Ads gives CPG brands a powerful way to connect with more high-intent consumers through our results-driven ad platform," said Alice Luong, Senior Director of E-Commerce & Retail Media at Instacart. "We're excited to give brands new opportunities to reach customers shopping on Hy-Vee.com, whether they are advertising as part of an Instacart national campaign or through Hy-Vee RedMedia."

"Bringing Instacart Carrot Ads to Hy-Vee RedMedia enhances what we can offer our advertisers, providing them with a seamless, data-informed advertising solution directly within our digital platforms," said Kathryn Mazza, president of Hy-Vee RedMedia and chief marketing officer of Hy-Vee, Inc. "This integration empowers our brand partners to reach the right customers at the right time, creating personalized, impactful shopping experiences that strengthen brand connections and drive results."

"We work with a variety of CPG brands across dentsu and are excited for them to be able to reach additional customers on Hy-Vee.com," said Sara Holcomb, EVP, Global Retail Partnerships, dentsu. "Instacart Ads has consistently delivered strong performance, and we look forward to engaging with Hy-Vee customers to drive more awareness and conversion."

The Carrot Ads partnership builds on Instacart's long-standing relationship with Hy-Vee, which began in 2018 with the launch of same-day delivery through the Instacart App. In 2023, Hy-Vee integrated Instacart's Fulfillment Services into its owned and operated websites and apps, enabling same-day delivery for its customers directly from those channels. The following year, the partnership expanded to include pickup services.

For more information about Carrot Ads, visit https://www.instacart.com/company/retailer-platform/carrot-ads.