In a recent presentation at the National Retail Federation's Big Show in New York, Jamie Decker, VP omni activation of Del Monte Foods, outlined the company's strategy to engage Millennials and Gen Z consumers through Instacart. Del Monte, a company in plant-based nutrition since the 1800s, aims to leverage its accessible product range to tap into the substantial buying power of these younger generations, who are less brand loyal and prioritize digital experiences.
Decker highlighted the importance of mobile-first strategies to appeal to these demographics, emphasizing the need for content that stands out on smaller screens. She noted the distinct lifestyles of Millennials and Gen Z, with the former entering parenthood and the latter graduating college and increasing their earning power. Instacart's prevalence among younger consumers, with a significant portion of its user base belonging to these age groups, presents a valuable channel for Del Monte to reach its target audience.
Despite initial modest digital search budgets in 2022, Del Monte experienced immediate returns from its collaboration with Instacart, prompting increased investment in this partnership. Ryan Garvey, head of midmarket sales at Instacart, attributed the success of this partnership to the platform's strong Millennial and Gen Z user base. He also emphasized Instacart's ongoing commitment to product enhancements and consumer marketing to maintain this connection.
Decker reported a 21% sales lift in stores among consumers exposed to Del Monte ads on Instacart, underscoring the effectiveness of retail media consolidation through the platform. This approach has enabled Del Monte to streamline its presence across various retail sites, benefiting both retail partners and customers.
Source: P2PI