After a successful Super Bowl debut in 2025, Instacart is returning to the Big Game in 2026 with a bigger creative swing and a broadened agency roster. Instacart’s internal creative agency, Local Produce, is leading the effort in partnership with BBDO and McCann.
In just four years, Instacart CMO Laura Jones has taken the brand from zero brand marketing to a Super Bowl presence, and now, a return engagement.
“After the tremendous response to our first-ever Super Bowl campaign in 2025, returning in 2026 was a logical decision for the business,” Jones said. “Last year’s campaign, We’re Here, broke through in culture and delivered real results, driving growth in orders, new customers, and engagement across the board for Instacart and our CPG partners. We’re thrilled to build on that momentum and bring Instacart back to the Big Game for a second year.”
McCann Global Creative Partner Danilo Boer said the collaboration was rooted in Instacart’s openness to bold ideas. “That belief paved the way for an epic idea that entertains fans during advertising’s biggest night of the year,” he said. “We think we’ve made the perfect recipe for a Super Bowl win.”
A Look Back: We’re Here
Instacart made its Super Bowl debut in February 2025 with We’re Here, a 30-second second-quarter spot that united iconic grocery mascots, including the Kool-Aid Man, Chester Cheetah, and Mr. Clean, into a single, high-energy brand statement.
The campaign delivered immediate and sustained impact:
- Orders increased 14% year-over-year in the week leading up to the game
- Site visits surged 20% YoY on Super Bowl Sunday
- New user traffic jumped 72% following the ad’s airing
- App installs rose 43% on Super Bowl Sunday and 35% on Super Bowl Monday
The spot also ranked as the #1 ad among first-time Super Bowl advertisers on USA Today’s Ad Meter.
With momentum firmly established, Instacart’s 2026 return signals a continued investment in brand-building and a clear intent to keep playing on advertising’s biggest stage.
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