Instacart risked becoming just another grocery delivery service in a crowded field. The objective was to build a stronger emotional connection with consumers during the cultural event of the year-the Super Bowl.

Instead of creating meaning for Instacart in isolation, the campaign leveraged the strong emotional connections people already have with the brands on the app. Audiences were delighted with a surprising story featuring a combination of beloved mascots appealing to multiple generations of viewers. Brand IP was given to Instacart, and the featured brands collaborated to promote the campaign extensively.

Ensuring that Instacart’s own brand remained front and center was a key challenge.

While other Super Bowl advertisers looked to sports and entertainment for star power, TBWA\Chiat\Day LA looked to Instacart’s app, gathering iconic brand mascots to tell the spectacular story of an everyday grocery delivery. Chester Cheetah, Puppy Monkey Baby, Pillsbury Doughboy, Old Spice Guy, and more marched into millions of living rooms with a simple, powerful message: “We’re here.” This idea was uniquely suited to Instacart: the app that brings together favorite brands and facilitates delivery to the door in as fast as 30 minutes, featuring mascots carefully chosen to appeal to multiple generations of consumers.

Beyond the TV spot, the mascots were given the celebrity treatment, depicted on set, dodging paparazzi, on a PR tour, and arriving in New Orleans, the game’s host city, where they made in-person deliveries to star-struck customers.

In the end, the campaign staged the most epic brand collaboration in the history of the Super Bowl.