Instacart is running its first Super Bowl commercial as the grocery delivery platform looks to attract more users.

The spot will come from TBWA\Chiat\Day and Instacart’s internal agency. Instacart did not say how long it would be or when it would air during the Feb. 9 game on Fox.

“We recognize sports have the power to captivate audiences and drive brand awareness, and the Super Bowl gives us the ultimate platform” to do that, Laura Jones, Instacart’s chief marketing officer, said in a statement.

The Super Bowl marks another first for Instacart, which aired ads during the Olympics for the first time this summer. Those spots centered around the back-to-school and cold and flu seasons. 

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

Instacart’s most recent ads show kids putting on a halftime show in the backyard for their parents, who have taken care of grocery shopping on Instacart, and how the platform can help hosts prepare for parties. Earlier this year, Instacart partnered with the New York Times Cooking section to make recipes shoppable.

Instacart joins Coffee mate and Häagen-Dazs as Super Bowl newcomers. Instacart orders increased 10% to 72.9 million in the third quarter. Its gross transaction value grew by 11% to $8.3 billion during the quarter. 

Also on Thursday, Yum Brands-owned Taco Bell announced its plan to return to Super Bowl. Its last Big Game ad ran in 2022.