Breaking Down Barriers in Foodservice Advertising
Instacart, the last-mile delivery service, is taking a significant leap forward in expanding its advertising reach beyond grocery stores. Through a new partnership with Cut+Dry, an ecommerce platform for distributors, operators, and manufacturers, Instacart is set to revolutionize the foodservice industry.
A New Era of Connection
The partnership integrates Instacart’s Carrot Ads into the Cut+Dry platform, enabling advertisers in the foodservice industry to connect with buyers like never before. This move unlocks new revenue opportunities for distributors and operators, allowing them to reach a wider audience and increase their influence.
Bridging the Gap
Food manufacturers have long struggled to connect with end buyers and influence purchasing decisions at the point of sale. Without a platform to share their brand story and product benefits, brands have been limited in their reach. Cut+Dry Co-founder and CEO Mani Kulasooriya notes that this partnership addresses a significant gap in the industry.
The Power of Carrot Ads
Launched in 2023, Carrot Ads have already attracted nearly 220 retailer banners. This technology enables retail banners to offer ads on their ecommerce sites, providing a new revenue stream for distributors and operators. Over the next few quarters, Carrot Ads will become available to brands on Cut+Dry, opening up new opportunities for advertisers.
Unlocking Digital Advertising Opportunities
The partnership establishes one of the largest digital advertising opportunities in the industry, connecting brands directly with buyers and creating new revenue streams for distributors. According to Andrew Nodes, VP and GM, Instacart Business & Supply Chain, “Our partnership will not only open up new opportunities for our brand partners advertising on Instacart, but also deliver value to stakeholders across the foodservice industry.”
Benefits Across the Board
Operators will gain access to detailed product information, recipes, and menu ideas to make informed choices. Distributors will have the opportunity to unlock additional revenue through digital advertising opportunities. Food manufacturers will gain unmatched reach to operators nationwide, boosting brand visibility and influence in foodservice sales. This partnership is poised to transform the foodservice industry, providing a new level of connection and opportunity for all stakeholders involved.
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