Minimart 7/24: Growing with integrity

Plus: Instacart Ads and Albertsons x Criteo updates

July 24, 2025

I'm so excited to share that this week, I was selected as one of just six finalists for Naturally Network's ConsciousCPG Awards in the Conscious Partner category, alongside leaders from incredible organizations like the Non-GMO Project and SPINS! The award recognizes partners who "go beyond transactional work to help CPG companies grow with integrity, purpose, support of people and planet, and a long view. They lead with values, elevate the ecosystem, and walk the talk in their own operations."

What makes this so special is seeing people I've looked up to for years - like Carlotta Mast and John Grubb - on the decision committee. Having leaders I've admired recognize our work at Hayden Consultancy feels like such a full-circle moment, and is incredibly motivating as we continue building our agency around making clean-label products more accessible to everyone.

Every day at Hayden Consultancy, we make choices that might be harder, but are rooted in our values and integrity - something that isn’t always obvious in the agency world, but something that I will never sacrifice. Moments like this remind me that it’s all worth it, and we're on the right path. A special thank you to Naturally Network for this powerful reminder!

— Eleanor

Now, onto this week in retail media and shopper marketing →

What’s in our cart?

Mommy’s Bliss Vitamin D Drops

Supplement shopping for little ones can feel overwhelming - but this one's a no-brainer. Just one drop gives my kiddos their daily dose of Vitamin D (400 IU), and I love that it's Certified Organic. No refrigeration needed, which is perfect for our chaotic mornings. Plus, it's free of dyes, artificial flavors, and the top 9 allergens.

Jackson’s Super Veggie Straws

These aren't your typical veggie straws. Jackson's uses real ingredients like yellow pea, brown rice, cassava, and sweet potato (instead of the potato starch fillers you'll find in most brands) and premium avocado oil. You can taste the difference: impossibly light crunch with bold veggie flavor. Jackson’s is the easiest brand to get behind: delicious, clean snacks with the most wonderful founding story.

Island Way Sorbet

These are SO SMART: premium, handcrafted sorbets served in real fruit shells. The natural fruit shells are scooped out, the insides are upcycled into the sorbet, then used as the serving vessel. Gluten-free, non-GMO, no preservatives or artificial anything - just a sustainable + delicious treat that instantly transports you to an island vacay.

Retail Roundup

Featured retailer marketing updates, deadlines, tips, and more!

Albertsons has rolled out two exciting new advertising opportunities for brands looking to elevate their product visibility:

The Deals placement launched on the app July 9th, featuring carousel placement with a recommendation engine that showcases up to 14 products max on what's classified as a deals page.
The Elevated PDP Carousel went live on both app and web July 10th, offering premium placements across checkout, deals, home, and product detail pages with both featured items and similar items carousel options.

💡 Pro Tip: Consider using the Elevated PDP Carousel to cross-sell complementary products or drive discovery of your full product line during high-intent shopping moments.

🛒 Instacart Expands Promotional Tools to Canada

Instacart has officially launched two powerful promotional formats for Canadian brands, giving CPGs new ways to drive trial, increase basket sizes, and reach targeted audiences north of the border.

What you need to know:

Stock Up and Save promotions use a flexible "spend $X, save $Y" structure that can be customized to fit your objectives and portfolio
Free Gift Offers enable 100% off single items for full-sized sampling with advanced targeting options (new-to-brand, new-to-category, or combination audiences)
Both formats appear directly on item cards throughout the platform and include closed-loop attribution reporting
Promotions only display for products with high stock likelihood

💡 Pro Tip: Layer these promotions with your existing Instacart ad campaigns for maximum impact. Pairing a Stock Up and Save offer with sponsored product ads increases discoverability, while adding clear CTAs to shoppable display ads can drive immediate cart additions for your promotional items.

Thanks for reading!