Manitoba Harvest is a leader in branded hemp and superseed-based foods, recognized as a Certified B Corporation and the first Canadian food company to attain a Carbonzero Certification. Since 1998, Manitoba Harvest has taken a seed-to-shelf approach, committed to quality, sustainability, and consumer wellness. With an extensive product portfolio spanning Hemp Hearts, Whole and Ground Flaxseed, Hemp Protein, Hemp Protein Blends, Hemp Wellness Bars, Hemp Granola, and Hemp Oil, the brand's products are sold globally and in approximately 17,000 retail stores across North America.

Driving long-term growth with a disciplined, full-funnel approach 

Over three years of advertising on Instacart, Manitoba Harvest has built a track record of consistent, measurable growth — growing media investment by an average of 10% year-over-year while sustaining a strong $3 return on ad spend. Their Instacart sponsored products campaigns have been a particularly effective driver of new customer acquisition, delivering 61% new-to-brand sales annually, while display generated 3.3 million impressions over the past year, 58% of which came from consumers new to the brand.

"These results reflect a disciplined, growth-oriented approach that balances efficiency with brand-building at scale," said Rebecca Morgan, Sr. Director of Marketing at Manitoba Harvest.

Supporting retail partners and reaching high-intent consumers 

With one of the most diverse retail footprints in the better-for-you category, Manitoba Harvest turned to Instacart as a strategic partner to help them simultaneously strengthen relationships with retail partners and connect with valuable consumers at the point of purchase. 

"Instacart enables us to directly support our retail partners by introducing new, qualified consumers to our products and by efficiently retaining loyal consumers — contributing to competitive retail velocities," said Morgan.

By reaching consumers at the exact moment they're shopping for better-for-you products, Manitoba Harvest is able to seamlessly acquire new consumers while retaining existing ones — reducing friction at the point of purchase and making it easier than ever for consumers to discover hemp and superseed-based nutrition.

Fueling brand growth everywhere their products are sold

Manitoba Harvest takes a full-funnel approach to their marketing strategy, leveraging ad products to spark inspiration and discovery, like recipes, occasions, and display, and drive conversion, like sponsored products and promotions. This multi-format approach enables them to engage consumers across multiple touchpoints, capturing high-intent search behavior while also extending brand presence across the Instacart Ads ecosystem.

Their strategy is rooted in the ability to support multiple retail partners through a single, efficient investment. Rather than fragmenting efforts across isolated campaigns, Manitoba Harvest uses Instacart Ads to drive velocity at the shelf while amplifying its presence across the retail landscape in a coordinated, scalable way.

"Instacart is one of our most valued retail media platforms precisely because of the scale and flexibility it provides. Through a single investment, we are able to simultaneously support multiple retail partners with targeted, revenue-driving initiatives — driving velocity at the shelf while reaching high-intent shoppers at the moment of purchase. It is a uniquely efficient tool for amplifying our presence across the retail landscape without fragmenting our efforts," Morgan noted.

Working with a trusted growth partner that scales with the business

Manitoba Harvest's relationship with the Instacart team has been a key driver of its ongoing success on the platform. Instacart has consistently introduced new ad formats, analytics tools, and optimizations to help Manitoba Harvest scale its business - allowing the brand to stay ahead of emerging opportunities and continuously refine its approach.

This collaborative dynamic has allowed Manitoba Harvest to evolve beyond foundational ad formats and explore contextually relevant placements such as recipe integrations and native ad experiences — that meet consumers in high-engagement moments aligned with their everyday health and wellness goals.

As consumer behavior continues to shift toward online grocery, Manitoba Harvest's commitment to meeting consumers at the point of purchase through a full-funnel mix of formats positions the brand well to capitalize on the growing demand for plant-based protein and fiber. For CPG brands looking to grow efficiently while supporting a broad retail footprint, their approach offers a compelling model: invest consistently, diversify ad formats, and leverage Instacart to connect with the right consumers at the right moment.

Prior results do not guarantee future outcomes.

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