INFLUENCER AND CREATOR PARTNERSHIPS DIRECTOR
About
Super Bowl “We’re Here”
For their first ever Super Bowl spot, Instacart put together an all-star team of grocery MVPs including Chester Cheetah, the Old Spice Guy, Heinz Weiner Dogs, Mountain Dew’s Puppy Monkey Baby, and the Kool-Aid Man, to name a few. Not only did this genius line-up of iconic mascots deliver on comedy and nostalgia, they highlighted Instacart’s unique ability to bring beloved brands and groceries to your doorstep with speed and care.
Beyond broadcast, these celebrity mascots went on a press tour for the ages, appearing on Today, Jimmy Kimmel Live!, and making grocery deliveries to locals like Carla Pesono, influencers like Kay Adams, and NFL Players like Jamaal Williams in the Oscar Mayer Wienermobile.
No celebrity press tour would be complete without social media buzz, so we tapped influencers known for celebrity gossip like @deuxmoi and @tismejackieg, as well as papparazzi-style outlets like @subwaycreatures, @influencersinthewild and @whatisnewyork to start the conversation online.
After planting the seeds, the organic chatter online spread like weeds, garnering 12 billion impressions and securing Instacart’s place in the Super Bowl advertising hall of fame.