Jovial Foods Drives Growth and Brand Health with Instacart Ads

Jovial Foods, Inc., a pioneer in organic, gluten-free, and ancient grain specialty foods, is seeing remarkable momentum through its advertising partnership with Instacart. The family-owned company—known for its Jovial and Bionaturae brands and commitment to clean ingredients and sustainable sourcing—has made Instacart Ads a cornerstone of its growth strategy as consumers increasingly seek wholesome, allergen-friendly products online.

Meeting Consumers at the Moment of Purchase

In 2023, Jovial Foods made the strategic decision to invest heavily in Instacart Ads, recognizing the platform’s unique ability to connect its products with people at the pivotal moment of purchase. “We really wanted an easy, cost-efficient way to connect with shoppers at the moment they were ready to buy,” said Allison Houle, Vice President of Marketing at Jovial Foods, Inc. “Getting measurable ROI tied directly to sales was extremely important. Instacart’s platform gave us real-time insights to help us optimize our spend and maximize the impact of every campaign.”

Accelerating Sales and Category Growth

Since integrating Instacart Ads into its digital marketing mix, Jovial Foods has seen consistent month-over-month brand sales growth and impressive gains in category share. The brands have successfully increased both new and returning customer counts year-over-year—an indicator of robust brand health and staying power on the platform. Instacart has also served as a valuable launchpad for new products, driving consumer trial and brand awareness from day one. Jovial Foods’ strategic partnership with Thrive Market on the platform in 2025 further accelerated these gains, supporting strong omnichannel results.

A Collaborative, Full-Funnel Approach

The relationship between Jovial Foods and Instacart has developed into a true partnership. “Our Instacart account managers are incredibly responsive and easy to work with,” noted Houle. “They consistently deliver clear, helpful reporting and meet with us bi-weekly to review outcomes and refine our approach in real time. The team has introduced us to special advertising opportunities—such as mailers and OTT ads—that have rounded out our full-funnel digital strategy and enhanced overall performance.”

A Key Piece of the Marketing Mix

By advertising on Instacart, Jovial Foods is able to reach high-intent grocery customers and convert product awareness into sales with measurable results. “It’s a natural extension of our marketing strategy, supporting both retail and ecommerce efforts by driving discovery and conversion where it matters most: in the digital grocery aisle,” said Houle.

Digital Channel Growth on the Rise

Jovial Foods continues to see ecommerce channels like Instacart represent a growing share of its sales, a trend that aligns with evolving consumer shopping behaviors. As more people discover and purchase groceries online, Instacart remains a vital channel for ongoing innovation and customer connection.

Looking Ahead

With innovation at the heart of both Jovial and Bionaturae, Jovial Foods is poised for continued expansion and product development in the years ahead. “We’re just getting started. There’s a lot to be excited about next for both brands!” Houle said.

Jovial Foods’ success story demonstrates how retail media platforms like Instacart can transform the trajectory of specialty CPG brands—driving measurable sales, growing market share, and cultivating lasting customer loyalty.

^{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.}  

^{Looking to advertise with Instacart? Get started here.}