INSTACART - Super Shoppers
Through a partnership with DC Comics, Instacart shoppers become heroes who deliver what is missing when it matters most.
Category360 Campaign, Brand extension, Interactive stunts, Billboards, Social
COPYWRITERAnisha Yagnik
Challenge
In a crowded market, Instacart is just seen as a basic grocery delivery service. The brand needs to elevate from a simple errand-runner to the ultimate safety net for everyday chaos.
Insight
You always forget one thing. The villains of everyday life aren't monsters, they're traffic, work deadlines, and screaming toddlers that distract you. When panic sets in, the person who shows up with the missing item isn't just a delivery driver. They’re saving the day.
Solution
Super Shoppers. Through a partnership with DC Comics, Instacart is turning its drivers into everyday superheroes. Anchored by a heroic visual takeover and interactive stunts, the 360-campaign allows users to trigger a rescue mission during their times of need.
When emergency strikes during high-stakes times, like Super Bowl parties and beach trips, a signal for help is sent out. Instacart’s Shoppers answer the call to be superheroes for a day.
Social
What would a Superhero order from Instacart?
Instacart shares their Super Shoppers’ personal carts to the world through Instagram.
