• by Laurie Sullivan  @lauriesullivan, November 29, 2023

Drop it in the cart and alleviate the holiday chaos. Instacart members can now get access to NBCUniversal's Peacock streaming service for free.

The companies announced a deal Wednesday that makes Peacock Premium available to all subscribers of Instacart+ in the U.S. at no additional charge.

Instacart declined to provide the terms of the deal, but it is likely there is some sort of revenue-share deal. 

Instacart+, which provides unlimited free delivery on orders of more than $35 and other perks, costs $99 per year or $9.99 per month.

The hope is that Instacart -- which competes with Amazon -- will have a differentiating benefit to lure consumers to its subscription service. Company execs say the partnership makes sense for a number of reasons.

Consumers can buy their favorite snacks to accompany holiday TV binges without having to leave the comfort of their homes. Peacock and NBCUniversal have a massive audience that reflects Instacart’s target consumer. 

To date, Instacart has been a regular advertiser across Peacock and the NBCUniversal portfolio, including Bravo, CNBC, E!, and Today. It's all about the media company’s extensive audience that match many Instacart family plans. 

Beginning today to promote the partnership, Instacart and Peacock will run a video ad featuring holiday scenes from Peacock properties across film and TV content, including “The Office,” “Parks & Recreation” and “Brooklyn Nine-Nine.”

The custom spot centers on how Instacart and Peacock can “rescue customers from holiday chaos.” It will run across NBCUniversal's linear, social and streaming platforms.

"We came here to eat dinner and to party," Dwight Schrute, the fictional character in The Office, says in the video.