Instacart's First Brand Campaign Celebrates Food, Community

Grocery delivery giant Instacart has launched its first integrated brand campaign, inviting people to share love and community through food and “celebrate the moments that only happen at home,” according to a recent media release from the company. Dubbed "How Homemade is Made," the campaign shines a light on the power meals have in bringing people together, while highlighting the role Instacart can play in that (i.e., delivering ingredients).

Instacart partnered with Goodby Silverstein & Partners (GS&P) to create the campaign and a promotional film, directed by Ian Pons Jewell, that encourages consumers to celebrate food and imagine a world where “one-of-a-kind family dishes” are commercially available. The 60- and 30-second spots (view one below) run Nov. 14 through Jan. 2, 2022, on ABC, CBS, NBC and YouTube. Additionally, paid social ads, influencer marketing outreach (using #HowHomemadeIsMade), programmatic advertising and digital out-of-home activations will run through the holiday season.

QR codes included on print and digital ads direct consumers to a shoppable recipe on the Instacart mobile app. Instacart also took the opportunity to refresh its visual identity by integrating images of “craveable, mouth-watering food shared in familiar settings among family and friends” into its brand creative and the Instacart app.

"We developed the 'How Homemade is Made' campaign to highlight how the traditional concepts of food, family and shared meals that we know consumers crave can not only live alongside modern technology, but actually be fueled by it,” said Rich Silverstein, co-founder and co-chairman of GS&P, in the release.

In addition to working with GS&P, Instacart's brand strategy was developed in partnership with TwentyFirstCenturyBrand, the media planning and execution was led by GroupM, and the social media and influencer campaign was developed in partnership with Media.Monks.

“Over the course of the pandemic, many people rediscovered the joy of cooking at home — whether serving up a favorite recipe or trying their hand at a fun new food trend,” Fidji Simo, CEO at Instacart, said in the release. “As we look ahead, Instacart's opportunity is to partner with grocery retailers to also inspire people across [their] food needs. … With this campaign, we hope to remind people that food is more than sustenance; it's an opportunity for human connection."