Grocery delivery service Instacart has teamed up with NBCUniversal’s streaming TV service Peacock to offer Peacock Premium to all Instacart+ members in the U.S. at no additional cost.
Instacart+ members already receive unlimited free delivery on orders over $35 in as fast an hour, lower service fees, 5% credit back on eligible pickup orders and the ability to create shared family accounts for $99 per year or $9.99 per month. Now, they can also add free access to Peacock with just a few taps.
“Instacart+ helps deliver all of the snacks and beverages a Peacock viewer needs for a must-see TV night,” said Heather Rivera, VP of Strategy, Partnerships and Corporate Development at Instacart in a statement. “We’re excited to marry the convenience of shopping with Instacart with Peacock’s unparalleled content offerings. An hour saved on a trip to the store means an hour more of fan-favorite shows from Peacock.”
To celebrate the launch of the new member benefit, Instacart and Peacock will launch a custom ad spot featuring iconic holiday scenes from Peacock properties, including The Office, Parks & Recreation and Brooklyn Nine-Nine. The ad, which highlights how Instacart and Peacock can “rescue customers from holiday chaos,” will run across NBCU’s linear, social and streaming platforms. In addition, Instacart will be featured on NBCUniversal programs in a holiday takeover, beginning with the Christmas in Rockefeller Plaza special airing on Nov. 29 as well the Dec. 5 episode of Watch What Happens Live with Andy Cohen on Bravo.
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“Peacock and Instacart are both fast-growing brands that aim to deliver a great experience and exceptional value to our customers,” said Annie Luo, EVP and Head of Global Partnerships and Strategic Development at Peacock in a statement. “With TV viewing and grocery delivery at their peak during the holiday season, it’s the perfect time to launch this partnership and lean into big moments across NBCUniversal.”
While the two services might seem miles apart, adding non-endemic member benefits is becoming increasingly common as companies look to compete with Amazon’s wide-reaching Prime benefit bundle (which of course includes access to Prime Video as well as Kindle Books, Amazon Music and more). In August 2022, Walmart made a similar move, adding free access to Paramount+ to its Walmart+ membership bundle.
And while, unlike Amazon and Walmart, Instacart has traditionally been focused on the single retail vertical of grocery, that also is changing. Instacart has been steadily advancing into non-food categories through partnerships with retailers including Dollar Tree, Camping World, PetSmart, and most recently, JD Sport.
