How Good Peeps Helps CPG Brands Win with Instacart

Instacart preferred partner Good Peeps was founded in 2022 to address a critical gap in CPG marketing. Many brands were focused on building awareness but lacked the strategic and analytical tools to convert that attention into measurable retail performance—particularly in driving velocities. Good Peeps introduced a new model, combining performance media, retail data, content development, and strategic consulting to help brands navigate the complexities of omnichannel growth.

This integrated approach is delivering real results. Between H2 2024 and H1 2025, Good Peeps’ clients increased their Instacart investment by more than 117%, reflecting not just the agency’s momentum but also Instacart’s growing role as a core driver of sales.

“Instacart is one of the most powerful levers for growth,” says Shray Joshi, founder and CEO of Good Peeps. “The brands that win are the ones investing early, learning fast, and iterating often.”

Rather than running isolated campaigns, Good Peeps builds full-funnel strategies rooted in data and platform insights. The agency works closely with Instacart representatives to understand evolving consumer behavior and competitive dynamics. This enables more precise targeting, stronger creative, and optimized spend—ensuring brands aren’t just buying impressions, but driving measurable impact at the register.

A strong example of this approach is Good Peeps’ work with Black Rifle Coffee Company, a rapidly growing brand in the coffee space. Within just 90 days of campaign optimization, the team doubled the brand’s ROAS, quadrupled its on-platform revenue (beyond just ad-attributed sales), and increased new-to-brand shoppers by 15%.

“Retail media is one of our largest bets this year, and we are loving the performance we are seeing on Instacart driven by Good Peeps,” says Donny Jensen, CMO of Black Rifle Coffee Company.

Good Peeps gains early access to tools and platform innovations, along with hands-on support. From leveraging shoppable display to testing sponsored product strategies, the agency is able to iterate quickly and scale what works, helping clients capitalize on new opportunities in real time.

Instacart continues to evolve its platform, giving marketers new ways to understand and engage their audiences. Good Peeps sees this as a fundamental shift in how CPG growth is achieved—not just a media channel, but a strategic cornerstone.

“Our mission is to help brands grow with purpose and precision,” Joshi adds. “Instacart is one of the most valuable tools in that mission, and we’re just getting started.”

As digital and physical shopping continue to converge, Good Peeps plans to remain at the forefront—helping brands unlock the full potential of retail media and build smarter, more sustainable growth strategies

*Prior results do not guarantee future outcomes.