Scott & Jon’s Leverages Instacart Ads to Drive New Growth in Frozen Seafood Meals

Scott & Jon’s, a Maine-based brand quickly gaining recognition for its premium, restaurant-quality frozen seafood meals, is making waves in the fast-moving consumer goods (CPG) space through a strategic partnership with Instacart. Co-founded by brothers Scott and Jon Demers, the company has built its reputation on delivering convenient, delicious seafood options designed to bring high-quality meals to busy households nationwide.

Unlocking Discovery Through Instacart

As consumer grocery habits rapidly shift toward online platforms, Scott & Jon’s recognized Instacart as a powerful partner. Beginning their advertising journey on Instacart in 2020, the brand quickly saw the potential to reach new consumers.

“We began advertising on Instacart in 2020 after recognizing the platform’s potential to drive both trial and incremental sales, particularly for a category like frozen meals where discovery matters,” said Scott Demers, Co-Founder and Co-CEO of Scott & Jon’s. “In 2025, we got much more intentional by refining our strategy, increasing investment, and leaning into Instacart not just as a sales channel, but as a true growth partner. That’s when we really started to unlock the platform’s full value for our brand.”

Results That Matter: Growth and New Shoppers

By investing in and optimizing its Instacart presence, Scott & Jon’s has achieved impressive results across both sales and new customer acquisition. The brand has leveraged Instacart’s suite of performance insights to fine-tune its approach, ensuring prominent visibility at high-intent moments when shoppers are actively building their grocery carts.

“We’ve seen strong results across both sales and bringing in new shoppers. Instacart has helped us drive meaningful growth and has introduced new consumers to the brand. Being visible when shoppers are actively building their carts has been effective. We’ve also benefited from improved performance insights that help us continually optimize our approach,” Demers noted.

A True Growth Partnership

Behind the scenes, Scott & Jon’s credits much of its Instacart success to a collaborative, partnership-focused relationship with the Instacart team. Regular communication, aligned goals, and a shared willingness to test and learn have allowed the brand to act quickly and make data-informed decisions.

“We have a strong, collaborative relationship with the Instacart team. What works especially well is the partnership mindset where our teams are aligned on goals, proactive about sharing insights, and quick to test and learn together. Instacart understands the challenges and opportunities that come with being a growing brand, and that level of support has made a real difference in how effectively we can show up on the platform,” Demers explained.

Integrating Instacart into a Modern Marketing Mix

For Scott & Jon’s, Instacart is a vital piece of the overall marketing strategy, complementing ongoing retail, brand awareness, and in-store initiatives. The brand emphasizes the importance of being present at key moments in the shopping journey, ultimately bridging the critical gap between consumer awareness and conversion.

“Instacart is an integral part of our broader marketing strategy. It allows us to reach consumers at a high-intent moment, complementing our retail, brand, and awareness efforts. For us, it’s not just about driving transactions; it’s about ensuring we’re present wherever consumers are shopping. Instacart helps bridge the gap between awareness and conversion in a tangible way,” said Demers.

“Ecommerce is one of the fastest-growing parts of our business, and Instacart has been a driver of that growth. We’re seeing strong gains in online sales across multiple retailers, reflecting broader shifts in how consumers shop for groceries. For a brand like ours, ecommerce provides both scale and efficiency, while also giving us valuable insights into shopper behavior. Additionally, while it is less measurable, we’re sure there is also an additional impact on in-store sales,” relayed Demers.

Charting the Course Ahead

Looking to the future, Scott & Jon’s remains committed to increasing brand awareness, expanding distribution, and continuously delivering great-tasting seafood meals. With a keen focus on sustainable, long-term growth, the company plans to deepen its investment in Instacart and other digital channels that meaningfully connect with today’s grocery shoppers.

“We have no plans to slow down! Our focus remains on increasing awareness, expanding distribution, and continuing to earn consumer trust by delivering consistently great food. As we grow, we’ll keep investing in channels like Instacart that allow us to reach shoppers in meaningful ways and support sustainable, long-term growth. This is an exciting chapter for the brand, and we’re just getting started,” Demers concluded.

Scott & Jon’s experience underscores the value of retail media and ecommerce platforms like Instacart for CPG brands seeking to win at the digital shelf, build lasting customer relationships, and fuel business growth in an evolving marketplace.

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