Beloved grocery brand mascots — including
icons from past Super Bowl commercials — unite to show how
Instacart takes care of your groceries so you can savor precious
family time
SAN
FRANCISCO, Jan. 30, 2025 /PRNewswire/
-- Instacart (NASDAQ: CART), the leading grocery technology
company in North America, today
unveiled its first-ever Super Bowl commercial, which will air
during the second quarter of the Big Game on Sunday, February 9, 2025. Entitled "We're Here"
the 30-second spot brings together beloved icons from America's
favorite grocery brands — including breakout stars from the most
legendary Big Game ads of years past — for one epic delivery that
is only possible with Instacart.
The campaign highlights the unparalleled care that Instacart
puts into each and every order, all powered by a grocery-first
technology platform, more than a decade of deep retailer and brand
partnerships, and a dedicated community of more than 600,000
shoppers picking and delivering orders. Over the last 12 years,
Instacart has fulfilled more than 1 billion orders, making it
possible for customers to get the groceries and goods they need,
from the brands they love, delivered in as fast as 30 minutes, from
more than 85,000 local, regional, and national retailer locations
across North America.
Instacart's Super Bowl commercial opens on a hilltop with
Mountain Dew Puppy Monkey Baby and Cheetos® Chester Cheetah®, who
puts out a call to "release the hounds." The HEINZ Wiener Dogs he
summoned charge over a hill and are quickly joined by a crew of
iconic mascots on the ultimate mission — to deliver a family's
much-needed Instacart order. Green Giant, Mr. Clean, and The
Pillsbury Doughboy™ run through the streets to join the others, and
the Energizer Bunny and The Kool-Aid Man soon burst onto the
scene. Finally, the Old Spice Guy proclaims "I'm on a porch,"
signaling the Instacart delivery has been made. And just like that,
the family's favorite grocery brands come together all in one
place, delivered with care, right to their door – so they can spend
more precious breakfast time together.
"Instacart has spent more than a decade obsessing about
groceries so our customers can spend more time focused on the
moments that matter most to them. Our first Super Bowl ad brings
this to life, showing the extreme care we put into each order, and
is a major milestone as we bring our brand promise of 'We're Here'
to one of the largest audiences in the world," said Instacart Chief
Marketing Officer Laura Jones. "The
ad embodies our new brand platform with an epic journey of
fan-favorite mascots delivering the perfect order, as only
Instacart can, so that a family can have the perfect morning
together. We're here to take care of the groceries, so that you can
take care of life."
In the lead-up to the Big Game, Instacart released a teaser for
the spot featuring the HEINZ Wiener Dogs, the Old Spice Guy
(Isaiah Mustafa), and The Pillsbury
Doughboy™ on set rehearsing for their Instacart commercial. The
360-degree campaign also includes an extended 60-second director's
cut featuring even more iconic brand mascots like Larry, the Quaker
Oats man, and the RED BARON® biplane, as well as social media
extensions with content from lifestyle creators including Deuxmoi
and other partners coming together in unexpected ways.
We're Here.
In addition to ensuring that every fan has
the ultimate game day snack spread, Instacart also unveiled its new
"We're Here" brand platform. Instacart's Super Bowl spot is the
official unveiling of the new brand platform, underscoring that
Instacart takes care of your groceries so you're free to take care
of life.
Instacart's brand platform was created by its in-house creative
studio and brought to life for the Big Game by TBWAChiatDay LA.
"We dedicated ourselves to capturing the essence of the Big
Game's most iconic moments and weaving them into a narrative that
truly represents Instacart's mission to provide care for their
customers," said Courtney Nelson,
President of TBWAChiatDay LA. "This campaign is a celebration of
everything that makes the Super Bowl special, brought together
under one umbrella in a way that only Instacart can."
Big Game Deliveries
To get fans across the nation in
the game day spirit, the ad will come to life ahead of the Big Game
with a week of Instacart game day deals, free snacks with your
order, and special deliveries made from the ad's beloved grocery
brand mascots, Cheetos® Chester Cheetah®, Green Giant, The
Kool-Aid Man, and The Pillsbury Doughboy™ in the Oscar
Mayer Wienermobile in New Orleans,
where the Big Game will take place, as well as rival team cities
Kansas City and Philadelphia.
Anyone who encounters mascots on their journeys can tag
@Instacart on Instagram, Threads, TikTok, or X. All Instacart
customers can also score free snacks with their orders and deals on
game day essentials in the Instacart app between February 2-9, 2025. Learn more about these
special deliveries and snack giveaways at
instacart.com/company/updates/big-game-ad/.
About Instacart
Instacart, the leading grocery
technology company in North
America, works with grocers and retailers to transform how
people shop. The company partners with more than 1,500 national,
regional, and local retail banners to facilitate online shopping,
delivery and pickup services from more than 85,000 stores across
North America on the Instacart
Marketplace. Instacart makes it possible for millions of people to
get the groceries they need from the retailers they love, and for
approximately 600,000 Instacart shoppers to earn by picking,
packing and delivering orders on their own flexible schedule. The
Instacart Platform offers retailers a suite of enterprise-grade
technology products and services to power their e-commerce
experiences, fulfill orders, digitize brick-and-mortar stores,
provide advertising services, and glean insights. With Instacart
Ads, thousands of CPG brands – from category leaders to emerging
brands – partner with the company to connect directly with
consumers online, right at the point of purchase. With Instacart
Health, the company is providing tools to increase nutrition
security, make healthy choices easier for consumers, and expand the
role that food can play in improving health outcomes. For more
information, visit www.instacart.com/company, and to start
shopping, visit www.instacart.com. Maplebear Inc. is the
registered corporate name of Instacart.
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SOURCE Maplebear Inc. dba Instacart
