The ask

Build a 360°, full-funnel product marketing campaign that wins over skeptics — convincing them Instacart can pick produce as well as they would, by highlighting Instacart’s Preference Picker feature.

The creative

In brainstorming our creative platform, we landed on an insight: the trait of pickiness can come off as unattractive on many people. However when our elders are picky it's endearing, understandable and even respected. They've earned their particularities over years of experience.

Older women were also having a cultural moment, from Martha Stewart on the cover of Sports Illustrated to the "coastal grandma" aesthetic taking over social media. Nonnas were becoming symbols of grace, elegance, and aspiration — the new it-girls.

Building off this insight, our campaign platform cast discerning senior women as trusted ambassadors, showing that if they can find their perfect produce on Instacart, so can you.

The hero films

Down the funnel

We adapted our hero films for lower-funnel channels — adding supers, VO, and new endcards to sharpen messaging and hold up in sound-off environments. We also built a bespoke asset set for Paid Social and YouTube Shorts, featuring our talent speaking directly to camera alongside socially native graphics.

We crafted a toolkit containing custom photography and a consistent visual language and messaging, which guided our growth team as they executed for lower-funnel placements like CRM, in-app, and other paid channels.

The campaign also came alive on organic social, where we tailored the aesthetic and messaging to feel scroll-stopping, platform-native, and engaging for our audience.

OOH

Times Square called for a different approach. Given the awareness goals suited to that crowded, high-impact space, we kept the same summer-y aesthetic but simplified the creative to do two things: grab attention, then introduce the feature.