Get groceries just how you like with Instacart

2026 marked Instacart’s return to the Super Bowl, with a creative platform grounded in real consumer behavior. This year, the brand celebrated the details with a spot starring Ben Stiller and Benson Boone, highlighting how Instacart helps consumers get their perfect banana.

To date, Instacart has sold over 1.8 billion bananas, its top-selling item, and received more than 32 million Shopper Notes specifying everything from not ripe to perfectly ripe. Those nuances matter, and bananas have become a powerful symbol of how personal grocery shopping really is.

That insight led to Preference Picker, a feature that makes it easier for customers to express their preferences while helping shoppers make better real-time decisions. It also opened the door to a broader story about Instacart’s commitment to quality across the entire order.

Now, building on the Super Bowl debut of Preference Picker, Instacart is extending that story with three new commercials focused on quality and affordability, all reinforcing that you can get your groceries just how you like with Instacart.

Developed by BBDO Chicago in partnership with Local Produce, Instacart’s in-house creative agency (recently named Ad Age’s In-House Agency of the Year), and directed by Kate Hollowell of Epoch Films, each new brand film begins with a fleeting, everyday thought before transporting viewers into a fantastical music video where the consumer takes centre stage.

The campaign will run through summer across the US and Canada, spanning linear TV, online video, streaming audio, podcasts, and social, meeting consumers wherever they are and reinforcing that with Instacart, you can get groceries just how you like.

Will Wilson, VP Creative Director at BBDO Chicago said: “Grocery preferences are like musical taste. Very personal, and sometimes equally as surprising. Like, who knew Mom was into pyrotechnics before she was packing lunches? Or that granny made a guy walk the plank for not eating his peas? Our cast of characters have these very real, very human grocery problems to solve. They also have this desire for quality and affordability. Our job was to match the practicality of Instacart’s new preference features with the absurdity and musicality that our characters envision themselves living, turning the mundane into cinematic moments.” 

Hollowell adds: “These films capture the feeling of living life on your own terms, getting things just how you like them and finally having your child's respect for getting the deli meat thickness just right. This is an Instacart-fueled journey through musical dreams that become a reality. Even if you have to explain to your grandson why you have a tattoo of a sailor merman, you’re just an evolving, modern woman, and they’ll have to get used to it.”