Instacart launches 'Groceries That Overdeliver' campaign

Instacart promises to deliver on Canadians’ hyper-specific grocery orders in its new campaign.

The delivery company’s first integrated brand campaign in Canada—titled “Groceries That Overdeliver”—dramatizes shoppers’ grocery quirks.

Be it a cantaloupe that sounds ripe or an assortment of particular cheeses, the brand platform positions Instacart as the solution to Canadians’ grocery needs.

The campaign features three creative spots. It will also be regionalized for French-speaking audiences in Quebec starting May 19.

“This is a big brand moment for us in Canada, and a shift from functional to emotional storytelling. We know Canadians are increasingly discerning about their grocery choices, and this campaign puts that specificity at the center. By leaning into local insights and building creative from the ground up here, we’re showing that Instacart is built for how Canadians actually shop, quirks and all,” Jasmine Taylor, VP brand marketing, Instacart, said in a press release.

Watch one of the spots below: