Instacart Campaign Walkthrough

About the Event

PBFI is bringing plant-based brands together for a category-wide advertising campaign on Instacart, the online platform where grocery is growing fastest. Before the campaign goes live on July 20, we are hosting a briefing for every participating (and curious) brand to understand how your products will be featured, the latest consumer research we’re leveraging, what we expect to learn from the campaign, and to solicit your feedback for future collective marketing opportunities and needs.

Who Should Attend: All plant-based brands participating in (or finalizing registration for) the PBFI Instacart Campaign.

During this Zoom session, we will show you the campaign visuals and take questions. Attendees will leave with a clear picture of how your brand will be featured in this campaign.

What we'll cover:

• Your placement: A look at the ad creative, including some of our latest consumer research that underpins it, and where it appears across the Instacart shopping experience.

• How it works: How the 4-week run is structured as a controlled study, what we measure, and how we isolate the lift to your category and your brand (leveraging the halo effect).

• What you get back: The sales and message-testing data we will share with participants, including early learnings on what converts low-engagement and lapsed buyers.

• Live Q&A: Open time for your questions on logistics, products, placement, eligibility, or data.

Can't make it live? No worries! This session will be recorded and shared with all registered brands so you can catch up on your own time.

A Quick Reminder

For any brands who aren't yet signed up, you can access the signup form here. Please note, the deadline to sign up is July 10th, 2026. We are excited to partner with you all on this first time effort. See you on Zoom!