Instacart is headed back to the Super Bowl.
The delivery app has confirmed that it plans to run an ad in Super Bowl 60 on Feb. 8. Instacart is working with its internal creative agency Local Produce as well as BBDO and McCann on the campaign.
The brand declined to share details about the length of this year’s ad or which quarter of the game it will air.
Instacart made its Super Bowl debut last year with a commercial that featured nine recognizable mascots from CPG brands like the Kool-Aid Man and the Pillsbury Doughboy. The “We’re Here” campaign promoted its quick delivery service for a family making pancakes and aimed to make Instacart a household name.
This year’s ad will again spotlight the care that goes into getting orders right, according to a spokesperson.
“There’s a lot of delivery apps out there that can promise to bring you stuff, but only Instacart has the true expertise to take care of your groceries,” Laura Jones, Instacart’s CMO, told ADWEEK last year.
According to Instacart, the 2025 campaign increased orders by 14% year-over-year the week leading up to the Super Bowl. On Super Bowl Sunday, the ad resulted in a 72% increase in traffic from new users.
App downloads within Apple’s App Store also spiked 43% compared to previous weeks on Super Bowl Sunday. The day after the Super Bowl, app downloads increased 35% compared to previous Mondays.
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