Instacart kicks off first branding campaign [Video]

Online grocery giant Instacart has launched its first integrated brand campaign, highlighting its role in enabling family meals. 

Titled “How Homemade Is Made,” the multimedia campaign will run through the holiday season and includes TV commercials, online video (YouTube), paid social media, influencer marketing (#HowHomemadeIsMade), programmatic advertising, and digital out-of-home (OOH) activations, which will run through the holiday season, Instacart said Monday. Sixty- and 30-second TV spots are scheduled to air Nov. 14 to Jan. 2 on ABC, CBS and NBC networks.

The campaign’s theme focuses on the “power of meals” to bring people together and reinforces Instacart’s brand proposition of delivering the ingredients that allow peole to “share love through food” and “celebrate the moments that only happen at home,” the San Francisco-based company said. 

“Just in time for the biggest food and family holiday of the year, we’re proud to unveil ‘How Homemade is Made,’ our first fully …