Instacart will advertise during the Super Bowl for the first time in 2025, the company announced Thursday. The news comes as the brand continues to focus on marketing around football and sporting events more broadly.
Currently, Instacart is running an advertisement showing children staging their own version of the Super Bowl halftime show while Instacart delivers groceries to the family. In 2023, the brand partnered with Anheuser-Busch InBev brand Michelob Ultra to release shoppable TV ads to support the beer brand’s Super Bowl push. This summer, Instacart appeared across NBCU during the 2024 Paris Olympic Games.
The Super Bowl ad will be accompanied by a campaign developed in partnership with TBWA\Chiat\Day, with creative being led by the grocery delivery service’s internal creative studio and CMO Laura Jones.
“We recognize sports have the power to captivate audiences and drive brand awareness, and the Super Bowl gives us the ultimate platform to harness the unparalleled reach and cultural impact of the Big Game to introduce even more people to Instacart,” Jones said in a statement.
Despite a multi-million dollar price tag and increased viewer fragmentation, the Super Bowl remains a top investment for advertisers looking to get in front of as many people as possible. Super Bowl LVIII, which aired on Feb. 11, 2024, raked in approximately 123.4 million viewers from across multiple platforms, making it the most-watched NFL championship game ever.
The Super Bowl news comes two years after Instacart underwent a brand refresh and started placing a greater emphasis on retail partnerships. Jones was appointed CMO a few months later, and the brand’s efforts to drive awareness and reach have continued to evolve.
To celebrate its initial public offering in 2023, the brand ran a series of billboards in Times Square. Recently, it launched a developer platform that enables third parties to integrate the delivery service’s technology into their own websites and apps. Launch partners include the New York Times Cooking and WeightWatchers.
Instacart saw a total revenue of $852 million in Q3, up 11.52% year over year, outperforming expectations, according to a Q3 earnings call. Advertising has become a major source of income for the platform, indicating the growing importance of its ad platform to the overall business.
