
For the first time in its history, Instacart’s stepping onto the Super Bowl advertising stage—and it’s bringing some of the most legendary brand mascots along for the ride.
The grocery technology giant unveiled its first-ever Super Bowl commercial, a 30-second spot titled We’re Here, which will air during the second quarter of Super Bowl LVIX on Sunday, February 9, 2025. The ad showcases some of the most recognizable figures from past Super Bowl commercials, all joining forces for one epic delivery—made possible by Instacart.
A Star-Studded Mascot Lineup
The spot kicks off on a scenic hilltop, where Mountain Dew’s Puppy Monkey Baby and Cheetos’ Chester Cheetah put out a call to “release the hounds.” Cue the arrival of the HEINZ Wiener Dogs, who charge over the hill and are quickly joined by an all-star roster of grocery brand mascots on a mission to deliver an Instacart order.
From Green Giant and Mr. Clean to The Pillsbury Doughboy, The Kool-Aid Man, and The Energizer Bunny, the spot brings together decades of nostalgic advertising icons. The scene crescendos with the return of Old Spice’s famous towel-clad spokesman, Isaiah Mustafa, proclaiming, “I’m on a porch,” just as the Instacart delivery arrives.
The ad drives home Instacart’s message of convenience, illustrating how customers can get all their favorite grocery brands delivered seamlessly—so they can focus on what really matters: family time. Watch the madness below:
“We dedicated ourselves to capturing the essence of the Big Game’s most iconic moments and weaving them into a narrative that truly represents Instacart’s mission to provide care for their customers,” said Courtney Nelson, President of TBWA\Chiat\Day LA. “This campaign is a celebration of everything that makes the Super Bowl special, brought together under one umbrella in a way that only Instacart can.”
“We’re incredibly excited to see the Energizer Bunny teaming up with other brand icons in fun, unexpected ways as they help bring consumers what they love most right to their doorstep with the power of Instacart,” added Lori Shambro, Executive Vice President and Chief Marketing Officer, Energizer.
Instacart’s First Super Bowl Appearance Marks a Brand Evolution
Instacart, which has fulfilled over 1 billion orders across North America in the past 12 years, is using its Super Bowl debut to introduce its new brand platform, “We’re Here.”
“Instacart has spent more than a decade obsessing about groceries so our customers can spend more time focused on the moments that matter most to them,” said Instacart Chief Marketing Officer Laura Jones. “Our first Super Bowl ad brings this to life, showing the extreme care we put into each order and is a major milestone as we bring our brand promise of ‘We’re Here’ to one of the largest audiences in the world.”
Jones added that the campaign captures the spirit of the Big Game by leveraging well-loved advertising icons to celebrate the joy of having everything you need delivered effortlessly.
Building Hype Before the Big Game
To drum up excitement ahead of the Super Bowl, Instacart released a teaser trailer featuring The HEINZ Wiener Dogs, The Pillsbury Doughboy, and Old Spice’s Isaiah Mustafa rehearsing for their big debut.
Additionally, a 60-second director’s cut of the commercial will be released, featuring even more beloved mascots like Larry, the Quaker Oats Man, and the RED BARON’S biplane. The brand is also partnering with social media influencers like Deuxmoi to amplify the campaign’s reach.
A Real-World Activation for Super Bowl Fans
To bring the campaign to life beyond the TV screen, Instacart is rolling out a week-long game day promotion, including:
✅ Exclusive game day deals on snacks and groceries
✅ Free snacks with select orders
✅ Special deliveries in select cities
Fans in New Orleans (the Super Bowl’s host city), Kansas City, and Philadelphia may even see their orders delivered by some of the commercial’s mascots—including Cheetos’ Chester Cheetah, The Kool-Aid Man, and The Pillsbury Doughboy, arriving in the Oscar Mayer Wienermobile.
The Big Game Strategy: Nostalgia Meets Convenience
Instacart’s Super Bowl marketing debut is a textbook example of how brands leverage nostalgia to connect with audiences. By featuring characters that span generations, Instacart taps into a shared cultural memory—ensuring that viewers of all ages will recognize at least one of the commercial’s famous mascots.
The ad also reinforces Instacart’s core brand message: it’s not just about delivering groceries; it’s about delivering time, convenience, and care.
“The Green Giant brand’s innovative and veggie-forward offerings are the perfect solution for meal time prep, much like the convenience offered by Instacart,” noted Kristen Thompson, president, Frozen & Vegetables, B&G Foods. “We are so thrilled to partner with Instacart on their incredible campaign that unites so many advertising icons, such as our Green Giant, to deliver groceries and household essentials to busy families across America.”
The 30-second commercial, created by Instacart’s in-house creative team and TBWA\Chiat\Day LA, is poised to make a splash during Super Bowl LVIX, proving that Instacart is ready to compete with the biggest names in advertising—one grocery order at a time.
REELated:
State Farm cancels Super Bowl ad amid backlash over wildfires