Instacart Blends Intimacy with Access in First EBT SNAP Spots
Instacart has launched two new spots, 'Bus Pick-up' and 'Time for a Walk,' marking its first bespoke campaign centred on online grocery shopping with EBT SNAP, a federal assistance program. Directed by Stella Blackmon and filmed in her hometown of Springfield, Missouri, the ads offer a quiet portrait of mothers spending time with their children while seamlessly shopping for groceries through Instacart. Whether waiting at the school bus stop or exploring the neighbourhood on a family walk, the campaign illustrates how technology can support daily life without interruption.
The initiative reflects Instacart’s expansive reach, serving over 98% of U.S. households, including nearly all SNAP-enrolled homes and 95% of those in food deserts. It also aligns with the company’s 2025 brand platform, We’re Here, which emphasises access, care, and the value of time well spent.
Instacart’s EBT SNAP offering enables families to shop for nutritious groceries with ease, combining smart technology and thoughtful service to meet personal needs. The platform is designed for reliability, speed, and selection—freeing customers to focus on what matters most.
Instacart’s EBT SNAP efforts
- Instacart was the first online grocery marketplace to offer SNAP nationwide in August 2023.
- Instacart now reaches nearly 98% of SNAP households, offering delivery services from nearly 180 retail banners, including ALDI, Costco, Food Lion, Publix, The Save Mart Companies and many more, spanning more than 30,000 stores across all 50 states and Washington D.C.
- Last November, Instacart also launched a new SNAP screener tool directly in our experience as another way in which we're using Instacart to support SNAP families. The tool lets people nationwide anonymously check if they might be eligible for SNAP benefits in under 60 seconds. The tool then directs those who are potentially eligible to their relevant state resources to start the enrolment process.
- For SNAP participants, Instacart also offer a 50% discount on Instacart+, an optional membership that provides $0 delivery fees on grocery orders over $10.
