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After years of developing and honing a service appreciated by shoppers around the country, Instacart has recently turned its attention to another avenue for driving growth: brand building.
As Laura Jones, Instacart’s chief marketing officer, put it, the shift in marketing is about “moving from transactional to inspirational.”
Instacart’s latest campaign—its largest ever, in terms of overall budget—involves a fantastical ad starring Grammy-winning artist and entrepreneur Lizzo soaking in a bathtub while ordering an assortment of items on her phone.
Meant to highlight what’s available on the app, Lizzo starts with cherries before moving on to cherry ice cream.