Instacart – We're Here
While other Super Bowl advertisers looked to celebrities, we looked to Instacart's app to land an idea for Instacart's first Super Bowl campaign, gathering iconic brand mascots to tell the spectacular story of an everyday grocery delivery. Chester Cheetah, Puppy Monkey Baby, Pillsbury Doughboy, Old Spice Guy and more marched into millions of living rooms to bring together America's favorite brands to show Instacart is always for them.
Bringing the idea to life beyond a spot, we gave our mascot the celebrity treatment and staged the most epic brand collaboration Super Bowl's seen. The 360-degree campaign saw celebrity gossip influencer @DeuxMoi fueling speculation with photos of the Old Spice Guy walking the Heinz Weiner dogs. The mascots made stops at Jimmy Kimmel Live! and The Today Show and were spotted in public by popular influencer accounts @WhatIsNewYork and @SubwayCreatures. They then used the Oscar Meyer Wienermobile to make deliveries to star-struck customers in New Orleans, including Saints’ running back Jamaal Williams.
Our multi-channel approach, spanning from live TV appearances to influencer account-seeding to IRL stunts allowed Instacart to reach a cross-generational audience inclusive of all key target groups.
Role: Head of Social & Creative Director (overseeing social, PR, content and influencer strategy & creative)
Results
“We’re Here” campaign drove impressive immediate sales performance and long-term brand engagement. During Super Bowl week, orders rose 14% YoY, and site visits surged 20% YoY on game day. After the ad aired, Instacart immediately captured the interest of new users seeing a 72% increase in new user traffic.
The campaign resonated beyond sales, with 1,200+ earned media placements and 120+ on game day alone, achieving 77% of target outlet penetration in major consumer outlets like Variety, Sports Illustrated, People, and Rolling Stone. Our TV spot was the #1-ranked ad among first-time Big Game advertisers on USA Today’s Ad Meter.
Social engagement soared, with volume of mentions 44% above benchmark, net positive sentiment 269% above benchmark, and organic views 573% above benchmark. We saw 121K engagements—eight times the benchmark—and gained 10.8K new followers. Instacart earned the largest volume of positive mentions among first-time Super Bowl advertisers.
TBWA\Chiat\Day
Role: Head of Social & Creative Director
Group Creative Director: Bert Marissen
Creative (Copywriter): Adam Balogh
Creative (Art Director): Jason Mousalli
Senior Copywriter: Dylan Cimo
Social Copywriter: Jessica Nugent
Social Art Director: Rachel Findlay, Irene Li
Senior Content Creator: Bela Bhushan
Group Creative Director: Bert Marissen
Creative (Copywriter): Adam Balogh
Creative (Art Director): Jason Mousalli
Senior Copywriter: Dylan Cimo
Social Copywriter: Jessica Nugent
Social Art Director: Rachel Findlay, Irene Li
Senior Content Creator: Bela Bhushan
