Instacart Returns to the Super Bowl for Second Year

In just four years, CMO Laura Jones took Instacart from zero brand marketing to a Super Bowl debut – and now, Instacart is returning to the Big Game on a whole new level.

“After the tremendous response to our first-ever Super Bowl campaign in 2025, returning in 2026 was a logical decision for the business. Last year’s campaign, ‘We’re Here’ broke through in culture and delivered real results, driving growth in orders, new customers, and engagement across the board for Instacart and our CPG partners,” said Instacart CMO Laura Jones. “We’re thrilled to build on that momentum and bring Instacart back to the Big Game for a second year, finding a fresh way to delight fans and continue accelerating our growth.”

Instacart’s internal creative agency Local Produce is working in partnership with BBDO and McCann to create its 2026 Super Bowl campaign.

“When we started working with the Instacart team, it was clear they believed in breakthrough ideas and it immediately felt like we could do something big together. That openness paved the way for an epic idea that entertains fans during advertising’s biggest night of the year — we think we’ve made the perfect recipe for a Super Bowl win,” said Danilo Boer, global creative partner, McCann.

Instacart’s Super Bowl Debut in 2025: 'We’re Here'

In February 2025, Instacart aired its first-ever Super Bowl ad - a 30-second spot called ‘We’re Here’ - during the second quarter of the game.

The ad brought together iconic grocery mascots like the Kool-Aid Man, Chester Cheetah, and Mr. Clean to tell a larger-than-life story: Instacart is the platform that brings your favourite brands together and delivers them right to your door.

‘We’re Here’ drove impressive immediate sales performance and long-term brand engagement.

• During the week leading up to the Super Bowl week, orders rose 14% YoY, and site visits surged 20% YoY on game day.
• After the ad aired, Instacart immediately captured the interest of new users, seeing a 72% increase in new user traffic.

On the Apple App Store:

• 43% more installs on Super Bowl Sunday (vs. previous Sundays)
• 35% more installs on Super Bowl Monday (vs. previous Mondays).

The TV spot was also the #1-ranked ad among first-time Big Game advertisers on USA Today’s Ad Meter.