- Instacart is building on its partnership with streaming network Peacock, with a custom curated cart experience centered around the network’s new series The Valley.
- The Bravo series follows several former cast members of Vanderpump Rules (as well as new members) as they transition from being young partiers to new parents. The show depicts how their lifestyles have changed, and Instacart’s integration mirrors how their grocery carts have changed right along with it.
- The “Valley Block Party Cart” is a shoppable promotion that includes a variety of products that reflect the reality show’s cast transition from night clubs to suburban block parties with items such as hot dogs, hamburgers, chicken wings, guacamole and soft drinks.
The Valley integration builds upon a partnership launched in November 2023 in which Instacart+ added Peacock as its first-ever streaming partner, granting subscribers to the delivery company’s premium service access to the streamer’s lineup of movies, TV, live sports and other programs at no additional cost.
The partnership also enabled deeper media integrations, with Instacart appearing as a regular advertiser across the Peacock and NBCUniversal network portfolio, including Bravo, CNBC, E! and Today, as well as a retail media partnership that offered new opportunities for CPG advertisers to reach strategic audiences on streaming via first-party data collaboration.
Instacart has spent the past several years positioning itself as an ally to consumers who find themselves in a bind and unable to make it to the grocery store for much-needed items, including over-the-counter medicine and holiday essentials.
