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Tim Castelli posted thisOne Campaign - 2,200+ retail banners, 100,000+ stores, 310+ ecommerce sites...and beyond! In an increasingly complex and fragmented landscape of hundreds of RMNs, Instacart's Ads Ecosystem offers a single platform that reaches millions of digital-first, high-value consumers - helping our brand partners drive incremental sales and share. Here we go! https://lnkd.in/g8FsjQu9
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Tim Castelli shared thisAnd the hits keep coming.... Deep Brands leveraged Instacart audiences and measurement - available directly in The Trade Desk - to achieve exceptional results in both reach and lower funnel performance. The Deep Indian Kitchen brand achieved lower CPMs and 2x ROAS vs. their other retail media network and programmatic display buys - all while simultaneously driving new customer trial. Here we go! https://lnkd.in/eidAA5-KDeep Brands’ Deep Indian Kitchen Drives Efficient Growth and Customer Trial Through Instacart Ads Integration with The Trade Desk | InstacartDeep Brands’ Deep Indian Kitchen Drives Efficient Growth and Customer Trial Through Instacart Ads Integration with The Trade Desk | Instacart
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Tim Castelli shared thisA HUGE congratulations to Laura Jones, Taylor Erin and team on this much derserved Ad Age A-List recognition!! Thank you for everything you do for Instacart and all of our Brand Partners. You all are crushing it!!Tim Castelli shared thisIncredibly proud to share that Instacart’s creative studio, Local Produce, has been named In-House Agency of the Year by the Ad Age A-List. 💚🥕 We built Local Produce from the ground up – a small but mighty team that set out to create work deeply connected to our product, rooted in real customer behavior, and able to show up in culture in meaningful ways. Watching this team grow - and raise the bar year after year - has been so inspiring. They move fast, care deeply about the craft, and never lose sight of the fact that creativity should help drive the business forward. Huge congratulations to our amazing ECD Taylor Erin and the entire Local Produce team, and thank you Ad Age and Adrianne Pasquarelli for the recognition. https://lnkd.in/gv8eg9sC
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Tim Castelli shared thisAnd the hits keep coming! Kettle & Fire recently tested Instacart’s shoppable recipe ads to inspire consumers beyond their traditional broth aisle. And the result were on fire! See what I did there? :) - 4.3x ROAS - 55% of sales were new-to-brand - 35% of sales were new to the broth category entirely - And almost 400K "out-of-aisle" impressions - proving reach beyond typical broth shoppers. Instacart Ads work. Here we go! https://lnkd.in/euUjZJh6Kettle & Fire Elevates Discovery and Incremental Reach with Recipe Ads on InstacartKettle & Fire Elevates Discovery and Incremental Reach with Recipe Ads on Instacart
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Tim Castelli shared thisThank you Jordan Bitterman for having me on Special Sauce this week! It was an absolute blast and you are an amazing podcast host. I loved the conversation and reflection over the past few decades - from the importance of having a ‘Growth Mindset’, to the value of putting in the work, to the unique position Instacart has in the marketplace - I am truly grateful for the chat. And I will never forget how to spell 'Krzyzewski' again. 🙂Tim Castelli shared thisTim Castelli has built a career by repeatedly stepping away from what was comfortable in order to lean into what's coming next. From print to digital, from static to dynamic, and from content to commerce...he never sits still. Tim joins the podcast to talk about growing up as a studious kid in West Virginia, what studying psychology at Duke taught him about sales and leadership, and why he believes the most important career moves often require going sideways or backwards in the short term. He reflects on his early years in print at Ziff Davis and Rolling Stone, his decision to leave publishing to get his “MBA in digital” at Google, and what it has been like learning entirely new languages like search, digital audio and retail media. We discuss Tim's appreciation for "things that are true, but hard to understand," his mom's ultimatum back when he was still living at home, and how he had Pittsburgh Steelers royalty gathered at his kitchen table as a kid. He also goes on the record (kind of) by naming (sort of) the best agency relationship leader he has ever worked with. Along the way, we touch on Tim Armstrong, Penry Price, Eileen Naughton, Suzie Reider, Bob Pittman, Anthony DiMarco, Kirk McDonald, Chris Rogers, Lee Brown and Rhonda Bitterman. Links to the episodes are in the comments.
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Tim Castelli shared thisSuper excited about Instacart's second commercial in The Big Game. Laura Jones and the entire Instacart Marketing Team went bananas with this one. 🍌 Here we go!Tim Castelli shared thisWe’re officially peeling back the curtain on our 2026 Big Game campaign — and yes, we went bananas. 🍌🏈 This marks Instacart’s second Super Bowl commercial. Year one was about awareness, showing up on the biggest stage to say “We’re Here.” Year two is about what matters most in grocery shopping: an obsession with quality - right down to getting “Bananas just how you like” The campaign was inspired by real customer behavior. Instacart has delivered over 1.8B bananas, with 32 million shopper notes about how people like them. To make it easier than ever for customers to get exactly what they want, we’re launching Preference Picker, letting you pick whether you like your bananas green, almost ripe, or ready now. To us, the smallest details are a big deal, so we staged an epic performance to celebrate just how much we care. This came to life in a special performance by Benissimo, the fictional Euro-pop duo, starring Ben Stiller and Benson Boone, directed by spike jonze — fun, over-the-top, and rooted in how personal groceries really are. A massive congratulations to our internal creative agency, Local Produce, the countless cross-functional Instacart teams, and our creative partners: McCann, BBDO Worldwide, Burns Entertainment, MJZ, Squeak E. Clean, Department of Music, LLC, Final Cut and Significant Others who were behind this incredible work. With Super Bowl LIX in our very own backyard this year here in San Francisco, there was no better time to go big, go bold, and go bananas. 🍌✨
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Tim Castelli shared thisThis is going to be bananas! 🍌 Laura Jones and the Instacart Consumer Marketing team crushing it for the big game. Here we go!Tim Castelli shared thisWe’re going absolutely bananas for this one 🍌 Today Instacart shared two teasers for our new Super Bowl commercial, starring Ben Stiller and Benson Boone, and directed by the endlessly inventive spike jonze. It’s been so fun to finally give the world a taste of what this team has been cooking up: a campaign that brings together humor, heart, and just the right amount of chaos. Stay tuned for the full spot very soon - this one’s ripe for the picking! From Instacart (Local Produce), Danilo Boer and the team at McCann & FCB (BBDO Worldwide), MJZ, Nathaniel Lawlor, Final Cut, Squeak E. Clean, and Significant Others. Huge thank you to the amazing team that brought this campaign to life: Taylor Erin, Jasmine Anderson Taylor, Anju Purushot, Louie Spivak, Chad Ford, Ashley Denney, Lindsay Liptok, Glenda Garcia, Angela Gadino, Andy Braunston, Dana Hooper, Alexis Antoniadis, Allie McDonald, Jennie Burger, Kelly Pakula, Hilary Burns, Kristin Chasen, Pierce White, Katie Miller Bero, Esraa Elzin, Carter Halvorsen, Gwynie Bahr, Mary Ellen Brown, Kelly Pakula, Jaclyn Tandler, John Adams and so many more! #SuperBowl #SuperBowlAd #Marketing #Brand
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Tim Castelli shared thisAn awesome conversation with Instacart's very own Ali Miller and The Drum's Kiri Masters on how Instacart's platform allows retailers of all sizes to participate in retail media without contributing to the fragmentation that has been so challenging for brands and agencies to manage. Definitely worth the read! Here we go!Tim Castelli shared thisHappy 2026! ✨ I'm excited about everything to come for Instacart Ads this year! In 2025, we laid foundations for a true omnichannel ads ecosystem: on-platform, off-platform, and in-store. We want to make it easy to drive results wherever consumers are, using the power of Instacart's optimization and closed-loop measurement. As part of this ecosystem, our Carrot Ads platform allows retailers of all sizes to participate in retail media without contributing to the fragmentation that has been so challenging for brands and agencies to manage. I really enjoyed the chance to talk about this journey in depth with Kiri Masters just before the holidays. You can read all about it at The Drum: https://lnkd.in/g6cFSC9b There's so much more ahead of us this year, and I'm so grateful to be working with a fantastic team bringing the next act of Instacart Ads to life. I'm looking forward to sharing more about it at CES in just a few days! 🥕 🎉Instacart’s new ad chief on revving up for a third actInstacart’s new ad chief on revving up for a third act
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Tim Castelli shared this- 60%+ new-to-brand sales! - Double-digit ROAS! - Over 100% year-over-year growth on the Instacart platform! That’s a lot of olive oil! Thank you Eleanor Hayden and Graza for your partnerhsip. I can’t wait to see we do together in 2026!Tim Castelli shared thisSo proud to share our incredible results for Graza on Instacart! When we introduced Graza to Instacart in September 2023, they had just two SKUs. Limited shelf presence, big ambitions, and a competitive category dominated by household names. Fast forward to today: 60%+ new-to-brand sales, double-digit ROAS, and over 100% year-over-year growth on the platform. We’ve also been testing some of Instacart’s newer ad formats with Graza - shoppable displays and interactive recipes - and the results show what’s possible when you treat retail media as more than just search ads. Emerging brands like Graza don’t have to outspend the category giants to win. And this just proves that, with the right strategy and execution, they don’t have to. We are SO grateful for Graza and Instacart’s partnership and looking forward to another year of big wins for this buzzy brand!! https://lnkd.in/dRQzEMJ3Graza Drives Exceptional Growth and Customer Acquisition with Instacart Ads in partnership with Veriti | InstacartGraza Drives Exceptional Growth and Customer Acquisition with Instacart Ads in partnership with Veriti | Instacart
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Tim Castelli reacted on thisYou can’t outwork your body. A year and a half ago, I was diagnosed with late-stage breast cancer just as I stepped into the CMO role at OpenAI. I love this job. I love this team. Which is exactly why I didn’t step away and did both — lead at OpenAI while going through intense cancer treatment. It’s the hardest thing I’ve ever done. At a certain point, you have to be honest about your limits. I’ve reached mine. I’m stepping down from my role to focus on recovery. It was a hard decision to make. But through my illness I learned that courage isn’t always pushing harder. Sometimes it’s choosing to prioritize different things: your health, your family, your ability to be here for the long run. I’m incredibly grateful to an extraordinary team, and to Gary for stepping in (again) to help lead and recruit the next permanent CMO. I’ll support the transition and hope to return in a different role in the future if my health allows. I read every message you sent me, and your support - especially survivor stories - made a real difference to me in my journey. Thank you.
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Tim Castelli liked thisTim Castelli liked thisToday, I laced up my shopper shoes and completed my first Employee Shopathon batch for Customer Love Week 2026 at Instacart — a 15-item shop at Safeway for a customer named Theresa. Customer Love Month is one of my favorite Instacart traditions. It's a month-long program designed to deepen empathy across all of our Customers: the Consumers who shop on our platform, the Shoppers who fulfill orders, the Partners who help us grow, and the Connected Stores powered by our technology. Each week focuses in on a different segment — and this week kicked things off with the Employee Shopathon, where employees step directly into a shopper's experience. A few things I took away from my shop: 🛒 Theresa is clearly a Boar's Head fan — and I learned they make a premade charcuterie board. Filing that away for my next gathering. 🍕 I was really hoping for a clean sweep, but the store was out of Cinnamon Cake and Red Baron French Bread Cheese Pizza. (Plenty of pepperoni, though — and as a fellow cheese pizza loyalist, I felt that one personally, Theresa.) 🤝 Most of all, it was a good reminder of the care and problem-solving that goes into every single order our shoppers complete — decisions made in real time, on behalf of a real person. Building genuine empathy for the people we serve is something I think about a lot in my work in Talent and Recruiting — because the people we hire shape the experience every Customer has. Days like this bring that full circle. If you're an Instacart employee who hasn't done your shop yet — there's still time! Head to go/shopping and give it a try. You won't regret it. #Instacart #CustomerLove #EmployeeExperience
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Tim Castelli liked thisTim Castelli liked thisThrilled to share that I've been promoted to Lead our Mid-Market Ad Operations business Instacart Four years ago I was the first Ad Ops hire. Since then, it's been about one thing: building a team that delivers — for each other and for the partners who trust us with their business. Grateful for the team, the trust, and the partners who make this work worth doing. The best is ahead.
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Tim Castelli liked thisTim Castelli liked thisTwenty years ago, YouTube pioneered the creator economy. Today, we’re setting a new standard for how brands and creators collaborate in the AI era. Last week, I spent the afternoon at the YouTube NewFront, and the sentiment from business leaders was clear: the influence of creators is undeniable, but the "how" remains a challenge. Finding the right partners and balancing brand storytelling with performance often feels like a hurdle. We want to change that. We are evolving YouTube Creator Partnerships into the centralized home for brand-creator campaigns. By integrating Google AI, our goal is to make it seamless for brands to discover, pitch, and partner with the right creators at scale. My take: The brands that win this year will be those that move past "one-off" posts and embrace creator stories that are scalable, measurable, and authentic. Huge thanks to Vivian Tu Kimberly Landry Wallengren of Coach Ryu Yokoi of Unilever for joining us, as well as my colleagues Anne Marie Nelson-Bogle Melissa Nikolic Brian Gargan Kristen O'Hara and Adam Stewart for a fantastic NewFront event and for leading the charge on these innovations.
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Tim Castelli liked thisTim Castelli liked thisOne thing I believe: good advertising should work for everyone, not just the biggest companies with the biggest teams and budgets behind them. Entrepreneurs and growing brands should be able to get their content in front of the right people. That's the thinking behind Promote a Pin, a new feature launched today that makes it easy for creators, small businesses, and everyday users to boost their content on Pinterest with just a few taps. Select a Pin, boost it, and reach a wider audience. It’s simple by design, but the opportunity here is significant. From entrepreneurs to global brands, we're working to ensure promotion is accessible to businesses and creators of every size. Learn more: https://lnkd.in/eKY3YdptPinterest launches a new feature to promote a Pin | TechCrunchPinterest launches a new feature to promote a Pin | TechCrunch
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Tim Castelli liked thisTim Castelli liked thisMike Hughes always said to find "work you love with people you love". This interview (watch it v read it!) is testament to this sentiment. It celebrates the beauty of The Martin Agency and the criticality of craft and creativity. Welcome home Kristen Cavallo -- we are so lucky to welcome you back! Danny Robinson, your fingerprints remain as you chase your dream. I love that you are honoring that 8-year-old boy :). https://lnkd.in/eBraQFuBKristen Cavallo returns as CEO of Martin; Danny Robinson to retireKristen Cavallo returns as CEO of Martin; Danny Robinson to retire
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