Whether you watched the game, came for the food, or had to search why Serena Williams made an appearance during the halftime show, certain moments had people talking. When Instacart’s Super Bowl LIX commercial aired, the concept was more than a celebration of the grocery-first technology platform. It was a glimpse into how people shop.
Heading to the grocery store or warehouse store can be a production. Not only is it time consuming, but it is a hassle. From people blocking the aisles to the chaos of the parking lot, the “other” associated with filling the cart with food and essentials can make the experience less than appealing.
Over the past 12 years, Instacart has fulfilled more than 1 billion orders. From the busy family who places an order during baseball practice to the person who gets some much needed cold medicine when they cannot get off the couch, Instacart is there for any and every moment.
When the brand revealed its Super Bowl LIX commercial, the concept of “We’re Here” was more than just a funny line meant to get people thinking. Bringing everyone together gets the job done more quickly.
As Instacart Chief Marketing Officer Laura Jones 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. 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.”
Morning, noon, or night, the idea is more than just shopping simplified. Bringing together iconic mascots was no small feat. But, the associated brands appreciated that the moment resonated with consumers. It is a visual snapshot of what shoppers put in their cart. Yes, those General Mills cereals sit side by side with a Heinz Ketchup and some Green Giant frozen vegetables.
Whether or not the Instacart commercial got people to place an order during the game or will eventually change their weekly shopping habits remains to be seen. Instead, the concept had a bigger message beyond the cart. Instacart brings everyone and everything together. Doesn’t everyone need a little more community in today’s day and age?