Instacart is preparing to launch its debut Super Bowl advertisement featuring nostalgic brand mascots, signaling a major marketing investment. CMO Laura Jones expresses the intense pressure of this campaign, reflecting on the financial risks and creative uncertainties involved. The ad features beloved characters such as the Heinz Wiener Dogs and Kool-Aid Man, emphasizing Instacart's role in helping customers manage their grocery needs. Despite past campaign successes, the stakes are higher with this national audience, leading to a critical meeting within the marketing team to finalize the decision to proceed.
There have been so many mornings over the past six months where I've just been scared we're taking this huge risk.
The ad aims to convey the idea that Instacart takes care of the groceries so that its users can take care of their lives.
How do we know this is going to work?
Our 'Bunny Ears' back-to-school campaign during the Paris Olympics had driven 'material' sales growth.
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