Instacart has unveiled the company's first integrated brand campaign—"How Homemade is Made”—inviting people to share love through food and celebrate the moments that only happen at home.
“How Homemade is Made” comes to life in a new film created in partnership with Goodby Silverstein & Partners and centers around a message of celebrating the food we make with love and care. In the campaign, the online grocery platform spotlights the power of meals to bring people together and reinforces the company’s opportunity to deliver the ingredients. Every dish shown in the campaign is instantly shoppable with live QR codes that take customers to a recipe on the Instacart app, which has a refreshed visual identity..
Said Fidji Simo, CEO at Instacart, said in a statement, "To date, Instacart's sweet spot has been unmatched speed and selection, which has served millions of busy customers well as they discovered the time-saving convenience of online grocery. As we look ahead, Instacart's opportunity is to partner with grocery retailers to inspire people across all of their food needs, whether it's cooking your mom's short ribs or putting together a quick lunch box for your kids. With this campaign, we hope to remind people that food is more than sustenance; it's an opportunity for human connection."
The campaign includes 30- and 60- second TV commercials on ABC, CBS, and NBC from November 14, 2021 through January 2, 2022; online video (YouTube); paid social influencer marketing (#HowHomemadeIsMade); programmatic advertising; and digital out-of-home activations.
Related: Instacart to Implement Robotic Solutions; Instacart Supports Black-Owned Brands.