Dive Brief:
- Hy-Vee is furthering its retail media partnership with Instacart by enabling the launch of Carrot Sponsored Products on HyVee.com, according to a Tuesday press release.
- This latest tie-up broadens Hy-Vee’s advertising capabilities while allowing suppliers that have partnered with Instacart to extend their ad campaigns directly to Hy-Vee’s website.
- The move builds upon Hy-Vee’s retail media work with Instacart as well as the Midwest grocer’s efforts to stretch Hy-Vee RedMedia’s reach via third-party partnerships.
Dive Insight:
Hy-Vee’s retail media arm first became a part of Instacart’s ecosystem in March, and this latest announcement furthers the integration of Instacart’s retail media services into Hy-Vee’s network.
Bringing brand ad campaigns part of Instacart’s Carrot Ads to Hy-Vee’s website will allow the Hy-Vee RedMedia network to provide CPGs with performance-driven advertising placements in areas such as search and browse, according to the announcement. Later this year, Hy-Vee will launch display ads through Instacart on its website.
This development in Hy-Vee and Instacart’s partnership also gives the grocery company the ability to launch self-service capabilities to its CPG partners, the press release noted.
“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,” Kathryn Mazza, president of Hy-Vee RedMedia and chief marketing officer of Hy-Vee, said in a statement. “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.”
As Hy-Vee RedMedia grows, it continues to seek out third-party technology and advertising partners. In June, the company joined Rippl, a national consortium of regional grocers and convenience stores in the U.S., to provide its retail media arm the ability to deepen its first-party data, build off-site capabilities and broaden customer engagement.
At the end of last year, Hy-Vee tapped Grocery TV to power more than 10,000 screens across more than 400 of its stores.
Hy-Vee, which operates more than 570 business units across 9 midwestern states, debuted Hy-Vee RedMedia back in 2023.
