Instacart Health

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Objective

To position Instacart as a credible player in the health space

BACKGROUND

In 2022, Instacart launched Instacart Health, a new multi-million dollar business initiative designed to deliver the ingredients for healthier living. This was an extremely complex launch because it included 4 product launches and 10+ partnership announcements. We also launched the initiative in coordination with the White House's Conference on Hunger and Health, which added an extra layer of complexity.

My role

I worked closely with the Senior Director of Communications to create the messaging for Instacart Health. I helped put together the press release, tagline and overall framework we used to describe the work. I also named two of the products we announced as part of the launch, Fresh Funds and Care Carts.

Results

Instacart Health ended up being Instacart's largest media cycle in 2022. We got over 100+ media hits, including stories in outlets like Fast Company, Women's Health, Fierce Healthcare etc.