Brami Brings Authentic Italian Nutrition to Thrive Market Customers Through Instacart Ads

Brami, a brand reimagining classic Italian food for the modern pantry, has partnered with Thrive Market to introduce more consumers to its innovative and nutritious products. They leveraged the Instacart Ads Retailer Targeted Demand (RTD) solution to connect with new audiences, driving growth while staying true to its mission of delivering real, high-quality ingredients.

Reinventing Italian Staples with Innovation and Tradition

Brami is on a mission to redefine Italian food for today’s consumers, blending traditional craftsmanship with modern nutritional needs. With products like Snackable Lupini Beans and Italian Protein Pasta, Brami focuses on “real food, real nutrition,” creating timeless products crafted in Italy using old-world ingredients.

The star of Brami’s lineup, Italian Protein Pasta, combines Italian-grown wheat, nutrient-rich lupini beans, and mountain-fed spring water for a perfect al dente pasta experience without compromise. This innovative recipe delivers high protein content and great taste—an ideal fit for health-conscious, pasta-loving consumers.

Brami’s partnership with Thrive Market, a leading online grocery platform for health-focused consumers, has been pivotal in connecting with customers who prioritize quality and health.

A Strategic Collaboration: Why Thrive Market and Instacart Ads

To drive further growth, Brami began advertising on Thrive Market through the Instacart RTD solution in partnership with their retail media agency, QBR Media. The joint goal: attract new customers while supporting ongoing growth.

“Thrive Market and Brami both focus on making healthy eating more accessible to the US population. This common focus on approachable pricing, educational content, and strong digital tools makes them a natural long-term partner for Brami,” shared Aaron Gatti, Founder & CEO, Brami. “Advertising via Instacart is yet another method to reach new consumers on Thrive Market and exceed aggressive growth goals in a measurable way.”

Optimizing for New Audiences and Maximum Impact

Brami’s campaigns on Instacart have been guided by a clear objective: driving trial among new consumers. By focusing on new-to-brand (NTB) conversion percentages and optimizing campaigns for these buyers, Brami has effectively grown its customer base on Thrive Market.

While return on ad spend (ROAS) remains an important factor, the team emphasizes that ROAS alone does not tell the full story of brand growth. 

"ROAS is an important metric for responsible budget management, but it is misleading when evaluated in isolation. We remain focused on NTB as the primary driver of our strategy,” added Gatti.

Ease-of-Use: Brami’s Experience with Instacart Ads Manager

For Brami, Instacart Ads Manager made launching campaigns on Thrive Market a seamless process. The simple and intuitive setup enabled their team to quickly build campaigns while allowing flexibility to optimize effectively.

One standout feature was Instacart’s RTD account structure. This tool lets brands separately manage campaigns at individual retailers, giving Brami greater control over budget allocation across channels while maximizing advertising efficiency.

"The ability to leverage Instacart tech with dedicated RTD accounts makes ad management simple and scalable."

Driving Results: A Recipe for Measurable Growth

Brami’s performance on Thrive Market through Instacart Ads has far exceeded expectations. Notable highlights include a 37% MoM increase in attributed units sold from January to February 2025 and strong NTB percentages, even as campaigns scaled significantly. 

What’s Next for Brami?

As Brami continues its evolution, the brand has its sights set on becoming the #1 brand in its category on Thrive Market. Plans include scaling campaigns to further drive trial, increase visibility, and foster long-term customer loyalty.

With a commitment to mindful eating, innovative products, and strategic partnerships, Brami’s collaboration with Thrive Market and Instacart highlights how brands can harness the power of retail media to achieve both mission-driven and business growth goals.

Prior results do not guarantee future outcomes. 

This post contains third-party claims and advertisements.  Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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