SAN FRANCISCO – Instacart, the first online grocery service in North America, unveiled the company’s first integrated brand advertising campaign – “How Homemade is Made” – inviting people to share love through food and celebrate moments that only happen at home .
In the campaign, Instacart shines a light on the power of meals to bring people together and reinforces the company’s unique opportunity to help deliver the ingredients that promote joy and inspiration in a way only Instacart can.
The ads will appear on YouTube along with major television networks ABC, CBS and NBC.
“Just in time for the biggest food and family celebration of the year, we’re proud to unveil ‘How Homemade is Made’, our first fully integrated brand campaign that captures the love and joy that comes with tasting ‘a beloved family recipe. Said Fidji Simo, CEO of Instacart. “Instacart’s sweet spot to date has been unmatched speed and selection, which has served millions of busy customers well when they discovered the time-saving convenience of online grocery shopping. During the pandemic, many people have rediscovered the fun of cooking at home – whether it’s serving a favorite recipe or trying out a fun new culinary trend. As we look to the future, Instacart’s opportunity is to partner with grocery retailers to also inspire people through all of their dietary needs, whether it’s cooking your baby’s ribs. mother or prepare a quick lunch box for your kids. With this campaign, we hope to remind people that food is more than just a livelihood; it is an opportunity for human connection.
“How Homemade is Made” comes to life in a new film created in partnership with Goodby Silverstein & Partners (GS&P) and directed by an award-winning director Ian pons jewell, which revolves around a message of celebration of the food we prepare with love and care. The storytelling is presented in a fresh and playful way, encouraging viewers to imagine a world where unique family dishes were commercially available. The campaign includes TV commercials – which will run in 60 and 30 second spots across January 2, 2022 – on ABC, CBS and NBC, online video (YouTube), paid social media, influencer marketing (#HowHomemadeIsMade), programmatic advertising and digital out of home (OOH) activations, which will run throughout of the holiday season.
The campaign also comes to life with each dish shown being able to be purchased instantly with live QR codes that lead customers to a recipe that can be purchased on the Instacart app. At the same time, Instacart has also refreshed its visual identity, bringing images of mouth-watering and appetizing dishes shared in familiar environments with family and friends in the brand creation and the Instacart app.