Graza Drives Exceptional Growth and Customer Acquisition with Instacart Ads in partnership with Veriti

Graza, the fast-growing olive oil brand celebrated for its innovative approach, began its Instacart advertising journey in September 2023 when Veriti, Graza’s shopper marketing and retail media agency partner, introduced them to the platform with a clear goal: to connect with Instacart’s unique audience and accelerate brand awareness as it launched in Whole Foods and expanded into new retail partnerships.

Rapid Growth in the Digital Aisle  

Since the inaugural campaign, Graza has driven continued momentum in category and basket share, fueled by robust new-to-brand sales and consistently strong customer acquisition. “Lifetime results have shown over 60% New to Brand sales and a double-digit ROAS,” said Alex Edelstein, VP of Marketing at Graza. “We’re seeing more than 100% year-over-year growth in total sales on the platform, which validates our decision to increase investment.”

Instacart’s digital shelf has proven to be a significant advantage for Graza, allowing the company to break through —even when shelf presence was limited to just two SKUs. “Instacart enables us to win against large competitors and gain greater visibility, which is a challenge in physical stores,” Edelstein explained.

Strategic Partnership Fuels Innovation  

Graza’s success has also been underpinned by a close, collaborative relationship between their team members at Veriti and Instacart’s account team. “The Instacart team has been incredibly proactive in helping us reach our goals,” said Breana Carter, Senior Account Manager at Veriti. “Monthly meetings, deep campaign performance reviews, and strategic brainstorming sessions have led to new opportunities and a broader range of activations.” 

This year, Veriti has helped Graza successfully test co-branded shoppable displays and interactive shoppable recipes—cutting-edge ad units that enable the brand to engage shoppers at every stage of the funnel and attract new households. These initiatives speak to an ongoing commitment to harness innovation in retail media.

Driving the Future of Retail Media  

Instacart now plays a central role in Graza’s marketing strategy and broader retail media investment. With strong new-to-brand metrics and highly engaging ad formats, the platform continues to be a key driver for awareness and sales growth.

E-commerce—and specifically Instacart—has quickly become an increasingly important segment of Graza’s business, amplifying its footprint beyond the traditional aisle. According to Edelstein, category-beating growth on Instacart has supported greater distribution and facilitated the acceptance of more SKUs in physical stores. 

What’s Next for Graza?  

Looking forward, Graza is focused on expanding its distribution network and broadening its product portfolio, while continuing to invest in strategies that build household penetration and strengthen the brand’s presence with consumers nationwide.

Graza’s experience on Instacart, and partnership with Veriti, underscores how a dynamic retail media partnership can fuel rapid growth, reach new audiences, and deliver measurable impact—even for challenger brands in competitive categories.

^{Prior results do not guarantee future outcomes.}   

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^{Since 2021, Veriti (an Instacart Preferred Partner) has been the shopper marketing team proving that clean-label products can compete with—and beat—the industry's biggest players. Through their full-service shopper marketing and retail media services, Veriti provides strategic activation and expert execution across the entire retail ecosystem.}