Dr. Praeger’s Leverages Instacart Ads to Drive Growth, Expand Customer Base

Dr. Praeger’s, a brand long celebrated for making vegetables both delicious and accessible, has accelerated its digital growth by strategically investing in Instacart Ads. Founded more than three decades ago by two heart surgeons, Dr. Praeger’s is committed to making veggies enjoyable for all ages, offering a diverse portfolio of flavorful options for both mealtime and snack time.

Recognizing Shifting Shopper Behavior

As the landscape of grocery shopping rapidly evolves, Dr. Praeger’s saw a significant opportunity to reach consumers where purchasing decisions are made—online. According to Gregory Greene, Marketing Director at Dr. Praeger’s, “Instacart has become a critical channel for reaching customers at the point of decision, and we recognized the importance of showing up where baskets are being built.”

Impressive Results Deliver Incremental Growth

The results speak for themselves. Dr. Praeger’s campaigns on Instacart, particularly through Sponsored Products, have proven highly effective at reaching new households, supporting product launches, and driving trial. In a recent campaign, Dr. Praeger reported a 70.7% incremental sales lift. Beyond standout efficiency, Instacart has become one of Dr. Praeger’s most effective platforms for attracting new-to-brand customers, actively expanding the shopper base and fueling incremental revenue.

“Instacart has consistently delivered a high share of new-to-brand customers, making it one of the most effective platforms for expanding our shopper base,” Greene added.

Collaboration Fuels Success

A cornerstone of Dr. Praeger’s success has been the collaborative relationship with Instacart and retail media partner Good Eye Kid. By aligning on data-driven insights and strategic campaign objectives, the three teams have fostered a partnership focused on innovation and measurable business impact.

“What has worked especially well is the open collaboration between all three teams – Dr. Praeger’s, Good Eye Kid, and Instacart. This partnership has allowed us to test, learn, and quickly act on opportunities, ensuring our investments are driving measurable business impact,” according to Greene. “It feels less like vendor management and more like a true strategic partnership.”

Instacart as a Core Marketing Channel

For Dr. Praeger’s, advertising on Instacart isn’t just one piece of the puzzle—it’s a foundational pillar of its marketing strategy. By influencing consumers directly at the point of sale, the brand is able to drive digital penetration across key retail partners. Instacart empowers Dr. Praeger’s to support retail velocity and household penetration in tandem with broader digital marketing and shopper marketing efforts.

E-Commerce Drives Lasting Brand Expansion

E-commerce platforms like Instacart have become a rapidly expanding component of Dr. Praeger’s business model. Online sales are not simply replacing brick-and-mortar transactions; rather, Instacart is enabling the brand to reach untapped audiences, increase trial, and cultivate lasting customer loyalty.

“As ecommerce continues to accelerate, Instacart is a vital engine for both incremental revenue and long-term brand growth,” Greene said. “With Instacart, we’re reaching new households, driving trial at scale, and creating lasting shopper loyalty.”

Looking Forward: More Veggies, More Households

Looking ahead, Dr. Praeger’s is poised to accelerate growth by putting more veggies into more baskets and onto more tables. With a pipeline of innovation and ambitious goals for household penetration, Instacart remains a key partner in reaching a broad, relevant audience. Greene shares the brand’s excitement: “With Instacart, we’ve only scratched the surface of what’s possible, and we’re excited to keep building on the momentum we’ve seen so far. From scaling campaigns to testing new products and placements, there’s plenty more in the pipeline.”

The partnership between Dr. Praeger’s, Good Eye Kid, and Instacart highlights how retail media can transform business outcomes for brands ready to harness digital opportunity at scale.

Prior results do not guarantee future outcomes.   

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