As it turns out, Canadians are not into the idea of strangers picking their bananas. Hence the slower adoption rate of grocery delivery services in Canada than in other markets. Call us discerning. Or controlling. Or obsessive. Whatever it is - we’re very specific about exactly what we want and are reluctant to take our hand off the proverbial cart.

So for it’s first national campaign in Canada, Instacart had to show Canadians that we could deliver the goods. While every other delivery service trumpeted speed, convenience and all the extra time you’ll have to take a bubble bath - Instacart set out to show that we get Canadian’s grocery particularities, literally, figuratively, the whole shebang. And so a 360 campaign was born: Groceries that Overdeliver. 

Linear TV, OLV, social, OOH, radio, with NHL sponsorship and a creator program, Groceries that Overdeliver launched in both English Canada and Quebec.

Within it’s first month, marketplace activations were up +12% YOY, marketplace traffic by +14% YOY and brand awareness +10%.

ACD Copy Aidan Johnston

ACD Art Nicole Nyholt

Art Director Marta Pietryga

Copywriter Jeff McQuarrie

Designer Garthi Gobinathan