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Instacart kicks off first branding campaign

‘How Homemade is Made’ puts the spotlight on mealtime

Russell Redman

November 15, 2021

3 Min Read
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TV spots in Instacart's 'How Homemade Is Made' campaign highlight the online delivery giant's role in enabling people to share meals.Instacart

Online grocery giant Instacart has launched its first integrated brand campaign, highlighting its role in enabling family meals. 

Titled “How Homemade Is Made,” the multimedia campaign will run through the holiday season and includes TV commercials, online video (YouTube), paid social media, influencer marketing (#HowHomemadeIsMade), programmatic advertising, and digital out-of-home (OOH) activations, which will run through the holiday season, Instacart said Monday. Sixty- and 30-second TV spots are scheduled to air Nov. 14 to Jan. 2 on ABC, CBS and NBC networks.

The campaign’s theme focuses on the “power of meals” to bring people together and reinforces Instacart’s brand proposition of delivering the ingredients that allow peole to “share love through food” and “celebrate the moments that only happen at home,” the San Francisco-based company said. 

“Just in time for the biggest food and family holiday of the year, we’re proud to unveil ‘How Homemade is Made,’ our first fully integrated brand campaign that captures the love and joy that comes from enjoying a beloved family recipe,” Instacart CEO Fidji Simo said in a statement. 

“To date, Instacart’s sweet spot has been unmatched speed and selection, which has served millions of busy customers well as they discovered the time-saving convenience of online grocery. Over the course of the pandemic, many people rediscovered the joy of cooking at home, whether serving up a favorite recipe or trying their hand at a fun new food trend,” Simo explained. “As we look ahead, Instacart’s opportunity is to partner with grocery retailers to also inspire people across all of their food needs, whether it’s cooking your mom’s short ribs or putting together a quick lunch box for your kids. With this campaign, we hope to remind people that food is more than sustenance; it’s an opportunity for human connection.”


Related:Instacart offers new ways for consumers to save on grocery shopping

To drive further customer engagement, all meals shown in the ads will be “instantly shoppable” via live QR codes that take customers to a recipe with product links on the Instacart app. Instacart said it also has refreshed its visual identity, including images of “craveable, mouth-watering food” shared in familiar settings among family and friends into brand creative and the Instacart app. 

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Meals shown in the campaign's ads will be 'instantly shoppable' via live QR codes that take customers to a recipe with product links on the Instacart app.

The “How Homemade Is Made” message is conveyed in a new film created with Goodby Silverstein & Partners (GS&P) and directed by award-winning director Ian Pons Jewell, Instacart added. The company said its new brand strategy was developed with TwentyFirstCenturyBrand and the campaign with GS&P, GroupM led the media planning and execution, while the social media and influencer campaign was developed with Media.Monks. 

Related:Publix debuts Instacart-powered virtual convenience store

“Instacart combines the speed and convenience of technology with one of the most emotionally resonant human experiences: the shared meal with loved ones," stated Rich Silverstein, co-founder and co-chairman of GS&P. “We developed the ‘How Homemade Is Made’ campaign to highlight how the traditional concepts of food, family and shared meals that we know consumers crave can not only live alongside modern technology, but actually be fueled by it.”

The nation’s largest third-party online grocery delivery provider, Instacart partners with more than 600 North American retailers — including 175 local, regional and national grocers— and delivers from almost 55,000 stores in over 5,500 cities in the United States and Canada. Its online shopping and delivery services are accessible to more than 85% of U.S. households and 90% of Canadian households.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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