Instacart is advertising in the Big Game for the first time this year, which means CMO Laura Jones will be in the stands alongside other major marketers from many of the 80-odd brands with Super Bowl ads.
Unlike the other CMOs, though, Jones spent the days leading up to the Super Bowl hanging out with a gaggle of brand mascots and the Oscar Mayer Wienermobile.
The Super Bowl ad content is proving valuable for the mascot-wielding brand partners in an advertising capacity, bolstering Instacart’s retail media business as well as its brand recognition. Brands including Procter & Gamble, Energizer, Pillsbury, and Kraft Heinz are repurposing the ad content for shoppable content on Instacart, Jones said.
“We’ve actually had several of the brands use either our teaser or our spot as content for our shoppable video unit in our app,” Jones said, speaking outside of ADWEEK House in New Orleans alongside the Wienermobile and in the presence of Chester Cheetah, the Jolly Green Giant, the Pillsbury Doughboy, and the Kool-Aid Man.
“They’re running our ad in our app as an ad for their brand,” she explained. “Some of them are also using our ad on Meta, using our targeting, and then directing the traffic back to Instacart.”
Instacart’s 30-second spot, part of a broader brand platform called “We’re Here,” stars nine brand mascots: Chester Cheetah, the Old Spice man, Mr. Clean, the Energizer Bunny, Mountain Dew’s Puppy Monkey Baby, the Pillsbury Doughboy, the Jolly Green Giant, the Kool-Aid man, and a stampede of Heinz Wiener dogs.
The brands featured in the ad did not pay to be included. Instacart worked with the brands to get the rights and intellectual property of each mascot.
Source: Ad Week
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