Instacart Campaign Promises 'Groceries That Overdeliver'

Instacart has launched a new ad campaign that focuses on Canadians’ quirky purchasing preferences.

“Groceries That Overdeliver” is the delivery company’s first integrated brand campaign in Canada. Three spots went live May 5, and are running across TV, OLV, digital, OOH, social and creator content. The ads were produced by Mint, and dramatize shoppers’ quirks, such as wanting the Instacart shopper to choose a cantaloupe that sounds ripe or quickly ordering the perfect assortment of cheeses — made all the easier thanks to the platform. One of the ads shows the app serving up Canadian retailers such as Sobeys. 

“This is a big brand moment for us in Canada, and a shift from functional to emotional storytelling. We know Canadians are increasingly discerning about their grocery choices, and this campaign puts that specificity at the center,” Jasmine Taylor, VP brand marketing, Instacart, said in a news release. “By leaning into local insights and building creative from the ground up here, we’re showing that Instacart is built for how Canadians actually shop, quirks and all.”

French-language versions will roll out May 19, geared toward audiences in Quebec.