NBCUniversal’s Peacock streaming service is flying into Instacart‘s virtual grocery cart.
The companies announced a new deal that makes Peacock Premium available to all subscribers of Instacart+ in the U.S. at no additional cost. Instacart+, which provides unlimited free delivery on orders of more than $35 and other perks, costs $99/year or $9.99/month.
NBCU wouldn’t say what the terms of the deal are, but it’s possible the company will get a per-subscriber fee from Instacart (at a wholesale rate). For Instacart, which competes with the likes of Amazon and FreshDirect, the addition of Peacock is a new, differentiating benefit to lure consumers to its subscription service.
Peacock is the first (and for now only) streaming service included with Instacart+. The streamer provides an array of entertainment, sports, movies and news programming with a total of more than 80,000 hours of content. Upcoming titles on Peacock include exclusive NFL games on Dec. 23 and Jan. 13, Seth McFarlane’s “Ted” and limited series “Apples Never Fall” starring Annette Bening and Sam Neill.
“Instacart+ helps deliver all of the snacks and beverages a Peacock viewer needs for a must-see TV night,” said Heather Rivera, Instacart’s VP of strategy, partnerships and corporate development. “An hour saved on a trip to the store means an hour more of fan-favorite shows from Peacock.”
Annie Luo, Peacock’s EVP, head of global partnerships and strategic development, added, “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.”
According to NBCU, Instacart has been a regular advertiser across Peacock and the rest of the media company’s TV portfolio, including Bravo, CNBC, E! and “Today.”
To promote the partnership, beginning Wednesday, Instacart and Peacock are premiering an ad featuring holiday scenes from Peacock properties across film and TV including “The Office,” “Parks & Recreation” and “Brooklyn Nine-Nine.” The custom spot, which centers around 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 NBCU programs in a holiday takeover beginning with “Christmas in Rockefeller Plaza” on Nov. 29 and on the Dec. 5 episode of “Watch What Happens Live With Andy Cohen” on Bravo.
Watch the ad for Instacart’s Peacock bundle offer:
