NEW YORK, NY - Instacart announced its first-ever Super Bowl ad for the 2025 big game. The creative will be led by Instacart CMO Laura Jones and the brand’s internal Creative Studio team.

“For more than ten years, Instacart has turned grocery shopping into an experience that delights millions. This Super Bowl, we're bringing that same magic to America's biggest stage,” said Laura Jones, Chief Marketing Officer. “We recognize sports have the power to captivate audiences and drive brand awareness, and the Super Bowl gives us the ultimate platform to harness the unparalleled reach and cultural impact of the Big Game to introduce even more people to Instacart.”

Instacart recruited TBWA\Chiat\Day as the agency partner to create its first-ever Super Bowl ad and 360-degree campaign, a press release went on to note.

“From our very first meeting, we knew the Instacart team would be ideal partners because we share the same audacious creative ambition and commitment to making that vision a reality,” said Courtney Nelson, President, TBWA\Chiat\Day LA. “We are excited to showcase what is possible when you apply that level of partnership and dedication to advertising’s biggest stage.”

Sporting events remain one of the few high-impact placement opportunities with large viewership. The company recognizes the power of sports in captivating audiences and driving brand awareness, and have doubled down on sports marketing strategy to reach fans of sports like the NFL, F1, W/NBA, NHL, MLB, and the Paris Summer Olympics, among others.

Instacart is currently airing its new ‘Kazoo’ spot this fall football season, which spotlights kids giving a halftime show for their parents in the backyard while Instacart takes care of the groceries.

Instacart’s debut at the big game reflects the brand’s marketing evolution over the last three years since CMO Laura Jones joined the company to build out its marketing strategy and execution.

Several notable brand highlights in the last three years include:

• The first integrated campaign, How Homemade is Made in November 2021
• A refreshed brand identity in March 2022
• The World is Your Cart campaign starring Lizzo at the MTV VMAs in August 2022
• Blanketed Times Square billboards to celebrate Instacart’s IPO in September 2023
• The 2024 Sick Off cold & flu season campaign won a CLIO Health award
• A robust CPG marketing program, creating more than 70 bespoke campaigns in 2024 for brands including Beam Suntory, Diageo, Kettle & Fire, Kraft Heinz, Nestle Purina, PepsiCo, and P&G, among others
• Its first-ever Olympics appearance across NBCU during the 2024 Paris Games.
• Emotional storytelling, like its recent Back to School films ‘Bunny Ears’ and ‘Pink Razor,’ underscores that ‘we’re here for you’

The company has hit its stride in its ‘brandformance’ strategy by attaining an over 140 percent increase in unaided awareness and over 66 percent increase in brand consideration, the release added.

As more activations are on the horizon for Instacart, ANUK will be here to capture all the latest.