we’re here
brand platform FILMS
Once seen as a luxury service, we sought to evolve Instacart’s brand as a more natural fixture into the lives of our customers. We started to tell stories that we thought people would actually care about and that delivered on our new brand promise: We’ll take care of the groceries, so you’re free to take care of life. From that point on, our brand revolved around showing up for real people in their real moments of need.
We launched our first “We’re Here” spot with Bunny Ears, our back-to-school answer for how Instacart is a partner for parents. By taking the grocery shopping off the list, Instacart helped this mom be more present for the irreplaceable tasks: like teaching her son how to tie his shoes.
ECD Taylor Erin
ART Jess Guy
COPY Megan Tuohy
kazoo
During the NFL season, we showed parents that they don’t have to miss a minute of the entertainment, which sometimes happens to be really bad backyard performances put on by your kids.
We’re here. So you can be right here.
ketchup
The platform stretches to non-parent customers as well. Ketchup is a product feature story intended to educate Gen Z’ers on the app’s new affordability feature. The ad was hugely successful on Twitch, proving its success with younger audiences.
We’re here for life’s big deals.
trapped
For Mother’s Day we backed up our message of care with a care call to action. We told the story of a new mom who depends on Instacart to get her through the challenges of the newborn period — then we offered 3 months of free, unlimited delivery for all new parents in the middle of “the fourth trimester”.
We’re here for moms.
summer of ‘99
For the summer campaign, we tapped into a cultural desire for a carefree summer like those of our (millennial) youth. So we launched a campaign with Summer of ‘99 nostalgia and pre-inflation prices.
We’re here. So you can summer like it’s 1999.
big sister
Big Sister is our holiday film about finding happiness in even the hardest of seasons, as told through food & family. Shot in a realistic and emotional narrative style, this is a story about John, who gets dumped right before the holidays. So his big sister, Ally, and her husband, Scott show up to take care of him. Using Instacart’s Family Carts, Ally is able to help John stock his fridge and lift his spirits.
We’re here. This season. And all seasons.