Grocery technology company Instacart announced on Tuesday that it’s expanding its digital advertising offerings in Canada by launching new ad products.

The move was taken to enhance Instacart’s advertising toolkit, and to empower CPG brands in Canada to engage more deeply with consumers at the point of purchase. Instacart’s new ad offerings are set up to equip brands with full-funnel marketing capabilities, and to give advertisers more choices and touchpoints to reach consumers.

The expansion introduces four key capabilities for Canadian advertisers. The new capabilities include display ads that appear at the top of the page on the Instacart marketplace; display and video ads that combine branded imagery and video storytelling with shoppable products that consumers can immediately add to their cart; customizable shoppable pages where consumers can explore a brand’s entire product portfolio; and recommendations for brands about their ad formats and targeting based on whether their objective is to reach, engage or maximize sales.

Combined with Instacart’s existing advertising options, the new offerings are designed to help brands tailor their marketing strategies to meet specific objectives like building awareness or engagement, or maximizing sales.

Instacart has made the new ad formats available to marketers as of Tuesday. Instacart also announced Danone is the first company to pilot the company’s new suite of display ads.

“We’ve successfully leveraged display, shoppable display, and video formats across three of our brands each in distinct categories across our portfolio that we will continue to build upon in the upcoming months,” says Mateusz Grobel, ecommerce team lead at Danone Canada. “The strong return on ad spend and high rate of new-to-brand purchases we’ve seen demonstrate the effectiveness of these formats in reaching and engaging Canadian consumers above and beyond our lower funnel activations.”

The move puts Instacart back in the news for marketers after it added Whole Foods Market to its app earlier this year, with a new partnership. The company already partners with more than 1,500 national, regional and local retailers to facilitate online shopping, delivery and pickup around North America.