Instacart’s First Super Bowl Ad: “Big Game Deals”

Instacart unveiled its Super Bowl 2025 commercial

below is the 30 sec spot, and above is the full 60 sec director cut.  The ad includes Chester Cheetah, Green Giant, Mr. Clean, the Kool-Aid Man and Energizer Bunnies, and Puppy Monkey Baby – Mountain Dew 2016 Super Bowl commercial.

Instacart Teaser Introduces Fan-Favorite Brand Mascots

Instacart is making its Super Bowl debut in 2025 with a spot that promises to capture both food lovers and pop culture enthusiasts. The campaign, spearheaded by the brand’s CMO Laura Jones in partnership with Instacart’s internal Creative Studio and agency TBWA\Chiat\Day, marks a significant milestone as the on-demand grocery platform steps into one of the biggest advertising stages of the year. This year’s commercial will be amplified by a multi-channel push, reflecting Instacart’s desire to connect with diverse audiences seeking convenience and choice in their daily lives.

In a playful nod to some of America’s most memorable brand mascots, Instacart released a 30-second teaser called “Big Game Deals” on January 23. The snippet features the Pillsbury Doughboy, the Old Spice Guy (actor Isaiah Mustafa), and an adorable cameo from Heinz wiener dogs. Filmed as a rehearsal for the upcoming Super Bowl spot, the teaser gives a glimpse of the fun, cameo-driven humor that viewers can expect. By leaning on well-known brand icons, Instacart cleverly positions itself at the center of grocery shopping culture, bridging nostalgia and modern convenience in a way that stands out among the season’s more predictable food-and-beverage ads.

Beyond its cameo-heavy teaser, Instacart’s first Super Bowl appearance represents a broader shift in how grocery and delivery services are vying for mainstream attention. While meal-kit brands and other home-delivery companies often highlight speed and cost-savings, Instacart’s teaser hints at an emphasis on delight and lightheartedness, blending comedic cameos with the promise of everyday convenience. This tone positions the company alongside other first-time or relatively new Super Bowl advertisers aiming to make a splash, while also competing with more established players in the e-commerce and tech space.

In comparison to other major Super Bowl campaigns, such as Doritos’ playful user-generated approach or Bud Light’s comedic star cameos, Instacart appears poised to highlight the everyday joy of getting your favorite groceries—and maybe even some nostalgic brand mascots—delivered straight to your door. By using recognizable icons, Instacart taps into a sense of familiarity that resonates with viewers who grew up seeing the Pillsbury Doughboy or the Old Spice Guy on their screens. The cameo strategy also creates natural opportunities for social media engagement, inviting fans to comment, share, and speculate on additional surprises in the full commercial.

As the Big Game approaches, Instacart’s decision to air a teaser during the AFC and NFC championship games underscores the brand’s confidence in its creative premise. Early reactions suggest that audiences appreciate the blend of childhood mascots and modern convenience, but the real test will come on Super Bowl Sunday when Instacart’s full spot competes for attention against veteran advertisers. Stay tuned for updates and a final review of the full commercial once it premieres. Until then, the question remains: how will Instacart’s first foray into Super Bowl territory stack up against iconic food and grocery ads from years past?

Instacart Press release

 Instacart (NASDAQ: CART), the leading grocery technology company in North America, today unveiled its first-ever Super Bowl commercial, which will air during the second quarter of the Big Game on Sunday, February 9, 2025. Entitled “We’re Here” the 30-second spot brings together beloved icons from America’s favorite grocery brands — including breakout stars from the most legendary Big Game ads of years past — for one epic delivery that is only possible with Instacart.

The campaign highlights the unparalleled care that Instacart puts into each and every order, all powered by a grocery-first technology platform, more than a decade of deep retailer and brand partnerships, and a dedicated community of more than 600,000 shoppers picking and delivering orders. Over the last 12 years, Instacart has fulfilled more than 1 billion orders, making it possible for customers to get the groceries and goods they need, from the brands they love, delivered in as fast as 30 minutes, from more than 85,000 local, regional, and national retailer locations across North America.

Instacart’s Super Bowl commercial opens on a hilltop with Mountain Dew Puppy Monkey Baby and Cheetos® Chester Cheetah®, who puts out a call to “release the hounds.” The HEINZ Wiener Dogs he summoned charge over a hill and are quickly joined by a crew of iconic mascots on the ultimate mission — to deliver a family’s much-needed Instacart order. Green Giant, Mr. Clean, and The Pillsbury Doughboy™ run through the streets to join the others, and the Energizer Bunny and The Kool-Aid Man soon burst onto the scene. Finally, the Old Spice Guy proclaims “I’m on a porch,” signaling the Instacart delivery has been made. And just like that, the family’s favorite grocery brands come together all in one place, delivered with care, right to their door – so they can spend more precious breakfast time together.

“Instacart has spent more than a decade obsessing about groceries so our customers can spend more time focused on the moments that matter most to them. Our first Super Bowl ad brings this to life, showing the extreme care we put into each order, and is a major milestone as we bring our brand promise of ‘We’re Here’ to one of the largest audiences in the world,” said Instacart Chief Marketing Officer Laura Jones. “The ad embodies our new brand platform with an epic journey of fan-favorite mascots delivering the perfect order, as only Instacart can, so that a family can have the perfect morning together. We’re here to take care of the groceries, so that you can take care of life.”

In the lead-up to the Big Game, Instacart released a teaser for the spot featuring the HEINZ Wiener Dogs, the Old Spice Guy (Isaiah Mustafa), and The Pillsbury Doughboy on set rehearsing for their Instacart commercial. The 360-degree campaign also includes an extended 60-second director’s cut featuring even more iconic brand mascots like Larry, the Quaker Oats man, and the RED BARON biplane, as well as social media extensions with content from lifestyle creators including Deuxmoi and other partners coming together in unexpected ways.

We’re Here.
In addition to ensuring that every fan has the ultimate game day snack spread, Instacart also unveiled its new “We’re Here” brand platform. Instacart’s Super Bowl spot is the official unveiling of the new brand platform, underscoring that Instacart takes care of your groceries so you’re free to take care of life.

Instacart’s brand platform was created by its in-house creative studio and brought to life for the Big Game by TBWA\Chiat\Day LA.

“We dedicated ourselves to capturing the essence of the Big Game’s most iconic moments and weaving them into a narrative that truly represents Instacart’s mission to provide care for their customers,” said Courtney Nelson, President of TBWA\Chiat\Day LA. “This campaign is a celebration of everything that makes the Super Bowl special, brought together under one umbrella in a way that only Instacart can.”

Big Game Deliveries
To get fans across the nation in the game day spirit, the ad will come to life ahead of the Big Game with a week of Instacart game day deals, free snacks with your order, and special deliveries made from the ad’s beloved grocery brand mascots, Cheetos® Chester Cheetah®, Green Giant, The Kool-Aid Man, and The Pillsbury Doughboy™ in the Oscar Mayer Wienermobile in New Orleans, where the Big Game will take place, as well as rival team cities Kansas City and Philadelphia.