Instacart unveiled its first-ever Super Bowl commercial, which will air during the second quarter of the Big Game on Feb. 9.
Titled “We’re Here,” the 30-second spot brings together icons from popular grocery brands — including breakout stars from the most legendary Big Game ads of years past — for one epic delivery that is possible with Instacart, according to a news release.
The company said the campaign highlights the unparalleled care that Instacart puts into 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, the release said.
The 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 breakfast time together, the release said.
“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 Laura Jones, chief marketing officer for Instacart. “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.
Instacart’s Super Bowl spot is the official unveiling of its new “We’re Here” brand platform, underscoring that Instacart takes care of groceries so people are free to take care of life, the release said. Instacart’s brand platform was created by its in-house creative studio and brought to life for the Big Game by TBWA\Chiat\Day 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 for TBWA\Chiat\Day 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 company said the ad will come to life ahead of the Big Game with a week of Instacart game-day deals, free snacks with an order and special deliveries made from the ad’s 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 Super Bowl 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 Feb. 2-9, the release said. More about the special deliveries and snack giveaways is available at instacart.com/company/updates/big-game-ad.
