Why Instacart’s back-to-school ads don’t show any school supplies

Instacart is taking a different tone for its back-to-school ads, choosing to highlight how delivery can help parents spend more time with their kids, rather than going to the store. The creative, from Instacart’s in-house creative studio, does not show deals on binders and pencils, but instead focuses on two milestone moments with kids—tying their shoes and learning to shave. “A lot of the people who worked on this are working moms,” said Laura Jones, Instacart’s chief marketing officer. “We started thinking about how the class lists can almost become a distraction from what you really want to be doing—cherishing moments with your kids.” Check out the latest Ad Age events and award programs In one spot titled “Bunny Ears,” a busy mom takes a moment to tie her son’s shoes, only for him to insist he do it himself and that all his friends know how. The ad is a montage of them at home, with the boy diligently practicing, and ultimately succeeding. In “Pink Razor,” a teen’s father sees that she is looking up razors on Instacart. The spot cuts to her in the bathroom, with her dad teaching her how to shave her legs. The media buy includes Olympics programming on NBC, marking the first time Instacart has bought airtime in the Games. The decision is part of a strategy to reach families. Jones says she liked that the brand might stand out from usual sports-focused ads. Read more about the Paris Games and marketing “When we first looked at the Olympics inventory, we liked the audience match—families with kids,” Jones said. “Then we thought about how these are not sports ads, but the truths of giving your kids time and attention would resonate with parents watching, even if their kids aren’t trying to be an Olympic gymnast or swimmer.” The more emotional ads are new for Instacart. Previous ads for the delivery brand have been more humorous, showing how customers don’t have to choose between grocery shopping or going to a football game or a nail salon. Jones said the new tone is the next phase in building out Instacart’s brand personality. “Brands are like people—they have a core personality, but have different facets of being funny and sincere,” she said. The spots will also run on linear TV, OTT, streaming audio and podcasts, programmatic, YouTube and paid and organic social. The campaign will lead to Instacart’s Deal Week from Aug. 13 to 19, during which it will offer discounts of up to 25% across grocery, convenience, electronics, office and sporting goods. See America's Hottest Brands 20 brands that are trending in 2024 Click here

Why Instacart’s back-to-school ads don’t show any school supplies

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