Good Peeps Drives Exceptional Growth for Emerging CPG Brands with Instacart Ads

Good Peeps, a retail media agency dedicated to fast-rising consumer packaged goods (CPG) brands, is demonstrating what’s possible when innovative strategy, data-driven execution, and the power of Instacart come together to fuel brand growth. The agency manages some of the industry’s most promising emergent brands—and credits Instacart as a pivotal channel for delivering remarkable business outcomes.

Instacart: The Foundation of Good Peeps’ Growth Strategy

As ecommerce grocery continues to reshape the retail landscape, Good Peeps made Instacart the first retail media platform it scaled for its clients. “Instacart consumers are exceptional,” says Shray Joshi, CEO & Founder of Good Peeps. “Across our portfolio, Instacart consumers repurchase at significantly higher rates and deliver stronger lifetime value than what we see on any other channel. That kind of loyalty transforms a media investment into a true growth engine.”

This focused investment has already paid off. Six Good Peeps clients—including Oats Overnight (#2), Bobbie, Recess, Pressed Juicery, Black Rifle Coffee, and Feastables—recently earned spots on Instacart’s Fastest Growing Emerging Brands list, demonstrating the impact of world-class digital retail advertising.

Full-Funnel Ad Activation and Remarkable Results

Good Peeps deploys Instacart’s comprehensive suite of advertising solutions: Sponsored Products for search-based acquisition, Shoppable Display and Video to reach new and lapsed buyers, Storefront and Homepage Banners to amplify launches and seasonal campaigns, and targeted promotions such as Free Gift and Stock Up & Save to drive trial. The agency also leverages Instacart’s couponing tools and layers messaging strategically to maximize incremental reach and customer acquisition.

The results have been consistently compelling across the agency’s portfolio. Incrementality tests showed up to a 47% drop in sales when ads were paused, indicating that Instacart advertising was not just capturing existing demand, but actually creating it. 

For brands rolling out into club retail, Instacart coupon campaigns delivered a 100%+ increase in unit sales, with buy rates surpassing every other channel. Category targeting and shoppable display formats have been highly effective at acquiring new customers. In-depth cohort analysis revealed a 12-month lifetime value (LTV) that outshines competing channels—reshaping how Good Peeps clients allocate their marketing investments.

A Collaborative, Data-Driven Partnership

The agency attributes much of its success to close collaboration with Instacart Ads account teams, characterized by regular performance reviews, new product previews, and deep dives into actionable data on customer loyalty and LTV. Instacart has also empowered Good Peeps with Eversight competitive intelligence, advanced performance benchmarks, and joint business planning resources to drive further optimization.

“Instacart goes beyond just media buying—they are a vital partner, helping us unlock new opportunities for every brand we support,” Joshi notes.

Instacart as the Centerpiece of Omnichannel Success

For emerging brands that are scaling distribution across multiple retailers, Instacart’s cross-retailer reach, high-intent consumers, and advanced measurement capabilities provide unmatched value. “No other platform offers the ability to support products wherever they’re sold, all from one advertising ecosystem,” explains Joshi. “Our data shows that Instacart consumers repurchase more, stay loyal longer, and ultimately deliver a higher lifetime value. That insight is the core of our strategy—we don’t just optimize for immediate return, we invest in acquiring and nurturing the most valuable customers possible.”

Good Peeps is poised to expand its collaboration with Instacart through more advanced incrementality testing, leveraging Eversight data for refined keyword strategies, and early adoption of new ad formats. “Instacart’s loyalty story is one of the most compelling in retail media,” affirms Joshi. “We want to help even more brands harness its full potential.”

Online Grocery: The Fastest-Growing Channel

As consumer demand for online grocery accelerates, Good Peeps is seeing rapid digital growth for every brand in its portfolio—and continued increases in investment on Instacart. The agency points to the recent recognition of six of its brands among Instacart’s Top 75 as a direct result of the platform’s powerful reach and shopper loyalty.

With a consistent focus on helping brands break through, earn the consumer’s loyalty, and secure lasting growth, Good Peeps exemplifies the impact retail media innovation can have when paired with Instacart.

^{Prior results do not guarantee future outcomes.}