Roku Ad Formats Paired with Instacart First-Party Data Drives 4x ROAS for The Hershey Company – Instacart

Get Started
Grow your Business
Advertise on Instacart
Become a Shopper
Partner on Health
Shop for your business
Products
Enterprise: Grow Your Business
Meet the platform powering modern grocery
Brands: Advertise With Us
Reach consumers ready to discover your products.
Health Partners: Scale Impact
Improve food access and community health.
Explore
Launch
Learn
Get Started
Explore Solutions
Explore Objectives
Current Partners
About Instacart Health
Featured
Food Is Fundamental: SNAP, WIC, Medicaid, and the Path to a Healthier America
Earn
Onboard
Resources
Featured
Sign up now and see why approximately 600,000 shoppers choose Instacart for flexible earnings.
Company
Featured
Introducing New Enterprise AI Solutions to Democratize AI for Grocers of All Sizes
News & Insights
Featured
Meet Clementine: Instacart's AI Shopping Assistant That Takes "What's for Dinner?" Off Your Plate
Instacart Ads
Last Updated: Mar 4, 2026
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.
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.  
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 possible in just as little as a few clicks away. This frictionless experience—moving from streaming content to doorstep delivery—captured the convenience that today’s snackers expect and encouraged consideration of purchasing Hershey products on Instacart.
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.²  
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. 
 
— 
^{Sources:  
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?” 
2 Consideration is defined as the action taken by customers who were exposed to the ad and subsequently viewed the promoted advertiser's product on Instacart. This includes impressions from both organic and ad data during the campaign timeframe. 
 
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.} 
Instacart Ads
Author
Instacart Ads has products, tools, insights and automation to help brands of all sizes succeed, from the very large to the mighty upstart. Learn more at ads.instacart.com
View most recent posts →
Get deliveries with Instacart
Top Departments
Top Cities
For Shoppers
For CPG’s & Brands
Resources
More Departments
More Cities
Instacart Programs
Enterprise
Apple and the Apple logo are trademarks of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc. Android, Google Play and the Google Play logo are trademarks of Google LLC.
© 2026, Maplebear Inc. dba Instacart.

source