Instacart, the leading grocery delivery platform, is gearing up to make its debut on advertising’s grandest stage — the Super Bowl. Announced on November 21, the move is part of the company’s strategic evolution to leverage sports marketing for greater brand awareness.
The Road to the Big Game
This marks the first time Instacart will air a commercial during the Super Bowl, set for February 2025. The ad will be the centerpiece of a larger campaign crafted in partnership with TBWA\Chiat\Day, with creative input from Instacart’s internal team led by Chief Marketing Officer Laura Jones.
“We recognize sports have the power to captivate audiences and drive brand awareness,” said Jones. “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.”
The platform is no stranger to sports marketing. In 2023, Instacart partnered with Michelob Ultra to create shoppable ads tied to the beer brand’s Super Bowl campaign. More recently, it engaged audiences through a creative ad during the Paris 2024 Olympic Games, signaling its commitment to integrating into major cultural and sports events.
Why Super Bowl Matters
Despite its hefty price tag, the Super Bowl remains advertising’s most coveted stage, offering unmatched reach. Super Bowl LVIII broke records in 2024 with 123.4 million viewers, showcasing the event’s power to connect brands with massive, diverse audiences.
For Instacart, this move coincides with its broader efforts to elevate brand recognition. Since undergoing a significant rebrand in 2022 and appointing Jones as CMO, Instacart has expanded its retail partnerships and developed innovative marketing strategies, such as shoppable ads and integrations with major platforms like WeightWatchers and The New York Times Cooking.
Driving Growth and Revenue
Instacart’s growing emphasis on advertising isn’t just for show — it’s paying off. The company reported $852 million in Q3 2024 revenue, an 11.52% year-over-year increase. Advertising now represents a key revenue stream for the business, underscoring the importance of its marketing evolution.
The upcoming Super Bowl spot represents not just a first for Instacart but a signal of its growing ambition to position itself as a household name.
For further details, check out Marketing Dive’s report.