Instacart Delivers Its First-Ever Super Bowl Ad with Help from a Few Iconic MVPs

In Instacart’s game day spot, beloved grocery brand mascots - including icons from past Super Bowl commercials - unite to show how Instacart takes care of your groceries so you can savor precious family time.

The :30 spot will air during the second quarter of the Big Game on Sunday, February 9, 2025. 

While many brands will feature celebrity spokespeople or massive giveaways to break through, Instacart took an unexpected route: leaning into its unique role as a unifying force in the grocery space, with an unparalleled four-sided marketplace that benefits consumers, brands, shoppers, and retailers.

The spot also serves as a love letter to the Super Bowl ad genre, with references to past memorable moments, from “Puppy Monkey Baby” to “I’m on a horse.” 

This campaign is the official unveiling of Instacart’s new “We’re Here” brand platform, underscoring that Instacart takes care of your groceries so you’re free to take care of life.

Instacart’s brand platform was created by its in-house creative studio, under the leadership of CMO Laura Jones.

"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 Instacart chief marketing officer Laura Jones. “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.”

The ad spot and surrounding 360-degree campaign were 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 of 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."

Mountain Dew Puppy Monkey Baby, Cheetos® Chester Cheetah®, HEINZ Wiener Dogs, Green Giant, Mr. Clean, The Pillsbury Doughboy™, the Energizer Bunny, The Kool-Aid Man, the Old Spice Guy, and more unite in the ad.

A full 360-degree campaign surrounding the spot began with the reveal of a teaser video on January 23, with campaign touchpoints across linear TV, paid and organic social, OTT/streaming, audio, digital, IRL activations, and Instacart’s owned and operated channels like in-app. 

Instacart and partner brands will give brand mascots the celebrity treatment leading up to, during, and after the game. For example:

• Social content will showcase mascots on-set in behind-the-scenes content 
• Influencers, like Deuxmoi, will spot the mascots with in-the-wild celebrity sightings
• Mascots will be captured by paparazzi in New Orleans on the way to the Big Game
• Mascots will make appearances with Instacart grocery deliveries on the TODAY Show and Jimmy Kimmel Live!
• Real Instacart customers’ grocery orders will be delivered by brand mascots in the Oscar Mayer Wienermobile in New Orleans and in the cities of the championship teams, Kansas City and Philadelphia.