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By Audrey Kemp, LA Reporter

June 16, 2022 | 3 min read

Instacart’s animated ad illustrates the ease its new app offers families – and the brand’s new earthy color palette inspired by food.

Instacart aims to evolve grocery shopping from an obligatory task to an inspiring, collaborative and cost-effective activity. Here’s how their new app, campaign and brand identity are helping them achieve it.

Instacart is North America’s largest online grocery platform, delivering from more than 70,000 stores in over 5,500 cities. To mark 10 years since its inception, it has released a 30-second spot introducing its subscribers to its new brand identity, app and subscription service.

In a new animated ad, people order goods while congregating and relaxing together on the couch. Some clink glasses, while others celebrate a dog’s birthday – all from the comfort of their homes. It also puts in view Instacart’s new brand identity, which comprises a smoother typeface and new color palette grounded in food. Think “kale” green, “turmeric” yellow and “guava” pink.

“While it was important to us to evolve and modernize the brand, it will also remain familiar,” Instacart VP and head of marketing Laura Jones said in a statement. “Our brand continues to feature the original carrot icon, but we’ve revamped it to capture the emotional spectrum of the evolving brand, to include features that enable us to spotlight new use cases that have become important to our customers such as home goods, beauty, electronics and more and to highlight our retail partners and advertisers.”

Previously called Instacart Express, Instacart+ offers free delivery on orders over $35, savings on every order and permits subscribers to share their subscription with all members of the household. The subscription costs $99 per year.

The new app also aims to make meal planning less mundane and more collaborative. With the “Family Carts” tool, household members can collaborate in the cart-building process and shop together, adding their own items to a shared cart.

The campaign is part of Instacart’s strategy to grow its subscriber base, which makes up its most engaged customers. Last year, the brand reported the group spent roughly double the amount of non-members every month.

The rebranding was carried out between Instacart’s internal creative studio, marketing and design teams and its agency partner Giant Ant.

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