Instacart delivers first-ever Super Bowl ad with help from a few iconic MVPs via TBWA\Chiat\Day LA

Leading North American grocery technology company Instacart has unveiled its first-ever Super Bowl commercial, which will air during the second quarter of the Big Game on Sunday, February 9, 2025. 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.

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,” says 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.

View the teaser below:

View the Director’s Cut below:

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.

“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,” says Courtney Nelson, President of TBWAChiatDay 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.”

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.

Anyone who encounters mascots on their journeys can tag @Instacart on Instagram, Threads, TikTok, or X. All Instacart customers can also score free snacks with their orders and deals on game day essentials in the Instacart app between February 2-9, 2025. Learn more about these special deliveries and snack giveaways at instacart.com/company/updates/big-game-ad/.

View more of Kirsten Rutherford’s work on her Bestads Profile.