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Instacart helps consumers discover and seamlessly purchase the products they want and love across the channels they spend time, including across CTV. For a major basketball tournament, The Hershey Company embarked on a new digital activation to reach relevant consumers by spotlighting the beloved Reese’s brand within Roku interactive ads paired with Instacart audience targeting and measurement.
Testing a New Path to Instant Snacking
This campaign set out with a clear goal: drive engaged audiences on Roku to Instacart, allowing them to seamlessly purchase Reese’s products for convenient delivery right to their doorstep. For Hershey, the effort represented a pivotal “test and learn” opportunity—marking the first time the company directed a Roku campaign to Instacart as a purchase endpoint. The activation highlighted the potential for CPG brands to seamlessly bridge awareness and transaction and lead consumers down a seamless conversion path, with a $4+ ROAS.
Smart Creative Unlocked the Treat
Central to the campaign’s success was its intuitive creative execution. Each interactive OK-to-Text ad on Roku featured a prominent “shop now” call to action. The ads were accompanied by the recognizable Instacart logo, which Instacart leads in unaided awareness among other top grocery & marketplace delivery providers.1
The inclusion of Instacart made it instantly clear to viewers that enjoying a Reese’s treat was just a click away. This frictionless experience—moving from streaming content to doorstep delivery—captured the convenience that today’s snackers expect and encourage consideration of purchasing Hershey products on Instacart.
Laying the Foundation for Innovation
According to Mitzi Reckart, Senior Manager, B2B Digital Commerce and On Demand at The Hershey Company, the campaign exceeded expectations as a foundational pilot.
“This is the first time we have run a campaign like this, driving upper funnel media to Instacart. Our objective was to ‘run water through the pipes’ and use it as a benchmark for future partnerships,” Reckart shared.
The initiative provided learnings that will inform Hershey’s future CTV and retail media strategies, including capturing potential consumers. The activation compelled new customers, with 84% of ad-exposed Roku users who showed consideration being new-to-brand buyers, and over 30% of ad-exposed users who purchased Hershey products were new buyers.
Looking Ahead: A Recipe for Growth
Hershey’s collaboration with Instacart and Roku demonstrates the evolving landscape of CPG marketing, where digital innovation and consumer-centric approaches converge to drive results. By meeting consumers where they are streaming and shopping—with compelling creative and shoppable convenience—companies like Hershey can amplify reach, boost engagement, and ultimately increase sales.
For other brands exploring ways to connect CTV media to immediate e-commerce action, Hershey’s success with the Reese’s campaign stands as a testament to the impact of integrating streaming platforms like Roku with retail media solutions like Instacart.
¹ Q1 2025 study conducted with YouGov surveying 3.634 people who say they’re at least somewhat likely to shop for groceries online in the next 6 months. Asked, “Have you heard of the following online grocery services (either for delivery or pick-up) before today?
