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Instacart promotes newest feature with Lizzo in a bubble bath


By Audrey Kemp | LA reporter

August 25, 2022 | 4 min read

The grammy-winning singer, rapper and flutist is the face of Instacart’s largest-ever campaign, supporting its new ‘Carts’ tool.

lizzo in the bath

Lizzo's bath takes a brave turn in Instacart's latest ad spot / Credit: Instacart

Instacart’s latest app enhancement goes well beyond delivering goods. Instead, it looks to inspire via shopping discovery content. To get the word out, the brand has unveiled its most ambitious campaign, featuring the wildly popular Lizzo.

Instacart today announced the launch of Carts. The new in-app tool enables retailers, creators and pop culture personalities like Lizzo to create curated, shoppable collections for consumers, which can be delivered to their doorstep the same day.

To tout this new feature and others, Instacart is debuting its new ’The World Is Your Cart’ campaign. At its crux is a new film starring Lizzo and featuring a remix of The Sign, the first track from her new album Special. The one-minute spot opens in Lizzo’s bathroom as she uses the Instacart app in the bathtub. When she begins building her order, her surroundings morph into a cinematic, surrealist flurry. When she adds a baguette to her digital cart, she is transported to France and even meets a handsome French man.

“‘Our vision behind the campaign is oriented around inspiration, discovery and the sensorial aspect of shopping, which until now, hadn’t fully translated to today’s digital world,” says Instacart’s chief marketing officer Laura Jones. “Coupled with a suite of new product features, ‘The World Is Your Cart’ ushers in a new era of shopping inspiration by celebrating the promise that with Instacart, everyday moments and scenarios can turn into worlds of possibilities. Lizzo’s joyful, authentic and aspirational personality was exactly what we were looking for to bring the wonder and whimsical vibe of the campaign film to life.”

In addition to Carts, Instacart recently launched ‘Recipe Maker‘, which enables more recipe creators and food-focused developers to make their websites shoppable via Instacart. Finally, the app unveiled ‘Instacart Tastemakers‘, a monetization tools that permits creators, publishers and developers to monetize purchases that their audiences made on Instacart. All new inspiration features, including Lizzo’s own Cart, are available today on the Instacart app and website. The campaign also includes a 30-second spot, which will premiere after Lizzo’s performance at the 2022 MTV Video Music Awards (VMAs).

“A shoot where I get to sit in a bubble bath and shop all day? Sign me up, Instacart,” said Lizzo in a statement. “This spot is so dynamic and people will see me shopping and imagining what each item could lead to, from a desertscape of Takis – which are always in my cart – to a rain shower of cherries. I’m also excited to share my shoppable Cart, which includes so many of my favorite things. I hope that my Cart inspires people to get all the stuff they love or maybe even try something different.”

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