Irvington, N.Y. — BrightFarms is marking National Quitter’s Day on January 9 with a limited-time consumer promotion. The initiative aims to reinforce healthy eating habits early in the year. The indoor farming company has partnered with Instacart to offer free Crunch Kit™ salads with qualifying grocery orders. The promotion is available while supplies last and is part of BrightFarms’ new “Don’t Quit, Just Crunch!” campaign.
The offer allows Instacart users to add one eligible BrightFarms Crunch Kit™ salad to an order of $10 or more, excluding delivery fees and taxes. The company limits the promotion to one per person and sets the expiration date for January 9, 2026. Consumers can redeem the offer directly through the Instacart app or website by selecting an eligible salad kit during checkout.
BrightFarms timed the campaign to coincide with the second Friday of January. Many consumers refer to the date as Quitter’s Day, when New Year’s resolutions often begin to fade. The company positioned the initiative as a way to reduce friction around healthy food choices. The ready-to-eat salads require no washing or preparation, a factor BrightFarms says can help consumers stay on track.
According to BrightFarms, all Crunch Kit™ salads feature its pesticide-free Crunchy Green Leaf lettuce, grown in regional hydroponic greenhouses to shorten transit times and improve freshness. Each kit includes pre-portioned toppings and dressing in a resealable clamshell package.
The free salad options available through the Instacart promotion include:
- Chickpea Caesar with 13g of protein
- Mediterranean salad inspired by Blue Zone diets
- Southwest Chipotle with fire-roasted corn and chipotle ranch
- Bacon Ranch with 10g of protein
- Asian Sesame with roasted edamame and chow mein crunch
Jessica Soare, associate vice president of marketing at Cox Farms, which owns BrightFarms, said the campaign reflects an effort to make healthy routines easier to maintain. She noted that convenience plays a critical role in whether consumers stick with dietary goals beyond January.
Instacart partnership expands digital reach
The Instacart partnership places BrightFarms’ products directly at the digital point of purchase, where many grocery decisions are increasingly made.
Instacart currently works with more than 1,500 retail banners across North America. The platform has become a key marketing and fulfillment channel for CPG brands. Many companies use it to gain visibility without relying solely on in-store promotions.
Why it matters
BrightFarms’ campaign highlights a broader CPG trend. Brands are increasingly using convenience, digital grocery platforms, and limited-time incentives to support health-focused positioning.
This approach allows companies to avoid relying on traditional discounting. Instead of lowering prices across the board, brands are testing targeted offers tied to cultural moments. Examples include occasions such as Quitter’s Day.
These strategies help brands stay relevant during high-competition periods like January.
The partnership also underscores how Instacart has evolved from a delivery service into a strategic marketing channel, allowing food manufacturers to influence purchase behavior at the moment of decision while collecting real-time performance insights.
Editor’s note: Source86 perspective
For food manufacturers and private label brands, BrightFarms’ Quitter’s Day campaign reflects a growing emphasis on ready-to-eat formats. It also underscores the importance of health-forward messaging and digital-first distribution.
As consumers continue to prioritize convenience alongside nutrition, expectations are shifting. Brands that simplify preparation while maintaining quality are better positioned for long-term engagement. This approach can help sustain repeat purchases beyond seasonal resolutions.
At Source86, we work with growers, suppliers, and co-manufacturers to support scalable salad kits, fresh produce programs, and retail-ready packaging. From ingredient sourcing and FSQA oversight to private label and co-packing solutions, we help brands align their operations with consumer demand, ensuring supply chains are prepared to deliver when timing matters. Contact us.
FAQs
National Quitter’s Day typically falls on the second Friday of January and is associated with when many people abandon New Year’s resolutions.
The offer is available through the Instacart app or website on January 9, with a $10+ order minimum, while supplies last.
No. Delivery fees, taxes, and other charges still apply, according to BrightFarms.
External source: BrightFarms Debuts “Don’t Quit, Just Crunch!” Campaign for National Quitter’s Day
