Case Study: Instacart launches a high-impact multi-channel pricing campaign with Column Five

Instacart launches 115+ assets in 4 weeks with Column Five

Column Five worked with Instacart to support the launch of a high-stakes campaign targeting independent grocers. The challenge was to develop and execute a multi-channel campaign communicating Instacart's same-as-in-store pricing in order to drive growth in priority markets, all within an extremely tight timeframe of just four weeks.

The solution involved Column Five acting as an embedded creative team, using live brainstorming and agile development to rapidly prototype assets based on hyperlocal insights. They created over 115 campaign assets across channels including CTV, direct mail, paid social, and streaming video. The campaign became a cornerstone of Instacart's pricing strategy, with Instacart's CEO crediting it as critical to the business case, noting that retailers offering price parity grew 10 percentage points faster.

Instacart