How Instacart Advertises on Meta

# Ad summary This image ad promotes BIC lighters by highlighting that they are America's #1 Lighter Brand. The ad shows three different hands holding three different BIC lighters, all lit. # Brand positioning BIC is presented as America's #1 Lighter Brand, which positions it as a market leader that consumers can trust. The ad showcases three different lighter products, subtly communicating that BIC provides a variety of options. The brand's positioning is functional, emphasizing reliability and recognition. # Product The ad features BIC lighters, showcasing three different models: a classic pocket lighter, a candle lighter, and a multi-purpose lighter. The classic pocket lighter is shown as a small, handheld lighter for everyday use. The candle lighter features a long wand design, intended for lighting candles, grills, and fireplaces safely. The multi-purpose lighter is designed for various lighting needs, with an extended nozzle. The ad does not explicitly mention features or ingredients but focuses on the versatility and brand recognition of BIC lighters. All products feature the BIC logo (on-package label text). # Visual style The ad uses a clean, bright, and inviting visual style. The composition is well-balanced with an orange and yellow gradient background, placing emphasis on the lighters being displayed. The lighting is bright, which makes the product more visually appealing. The text is large and bold, which is easily scannable. # Hooks Headline: FLICK YOUR # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the phrase "FLICK YOUR BIC," (top) which functions as a playful call to action for the audience to engage with the brand. This is told from the brand's perspective. - The inclusion of lighter icons (candle, cake, grill, campfire) showcases various use cases for BIC lighters, expanding their appeal and relevance to different customer needs. This is told from the brand's perspective. - The statement "America's #1 Lighter Brand" (center) builds credibility and trust by highlighting the product's popularity and market dominance. This is told from an external source. - Three diverse hands hold BIC lighters of different styles. This shows the audience the various options while appealing to a broad demographic. This is shown from the customer's perspective. - The phrase "*Based on unit sales data, on file" (bottom) provides additional information regarding the lighter brand, BIC. This is told from an external source.

# Ad summary This image ad for Instacart shows two women enjoying a picnic on the grass. They are surrounded by food and drinks that could be easily ordered through Instacart. The ad's tagline is "Less time shopping, more time living." # Brand positioning Instacart is presented as a convenient and time-saving solution for grocery shopping. The brand aims to occupy the space of a lifestyle enabler, promising customers more free time to enjoy life's simple pleasures. The brand promotes values of ease, convenience, and an improved work/life balance, which aligns with the lifestyle of busy individuals. Instacart pushes against the traditional norm of spending time in grocery stores, positioning itself as a modern, efficient alternative. The brand positioning is both functional, offering convenience, and emotional, promising more time for personal enjoyment. # Product Instacart is a grocery delivery service that allows users to order groceries and other household items online for delivery. The ad suggests Instacart is for anyone who wants to spend less time grocery shopping and more time doing the things they enjoy. The ad highlights the convenience of having groceries delivered, allowing people to have more time for activities like picnics. The ad addresses the purchase barrier of time, suggesting Instacart saves time. Instacart is shown as a means to an end — more time to enjoy life and spend time with friends. # Visual style The ad has a bright, cheerful aesthetic with a high-quality, studio-shot feel. The visual motifs include a picnic flatlay. The image treatment involves vibrant color grading and background removal. The typography is large and bold. The overall style is platform-native, resembling an Instagram post, with high scannability. # Hooks Headline: Less time shopping, more time living # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by stating, "Less time shopping, more time living," which emphasizes the brand's promise of time-saving convenience. This message sets the stage for the overall theme of the ad, conveying the intention of promoting a better work/life balance from the brand's perspective. - The scene depicts two women enjoying a picnic, complete with food, drinks, and a cooler. The brand uses the image to illustrate how Instacart enables people to have more free time for leisure activities, suggesting that users can spend less time shopping and more time living, from the customer's point of view.

# Ad summary This Instacart ad features a parody of the sea shanty Wellerman performed by a woman in her kitchen preparing to cook seafood. The ad features the ingredients arriving in an Instacart shopping bag. Then, the woman serves the prepared meal to her family. # Brand positioning Instacart is a grocery delivery and pick-up service that offers convenience and speed for customers. In this ad, Instacart showcases its ability to deliver fresh seafood and all the necessary ingredients right to the customer's doorstep. The brand appeals to those who value quality ingredients and home-cooked meals but may lack the time or resources to shop for them themselves. Instacart positions itself as a solution for busy individuals and families, enabling them to enjoy fresh, home-cooked meals with ease. # Product Instacart is a grocery delivery and pick-up service that allows customers to order groceries and other household essentials online and have them delivered to their door or available for pick-up at a local store. The app allows users to add specific notes, such as "ready to cook" to ensure the products meet their standards. In this ad, Instacart delivers fresh seafood and accompanying ingredients for a home-cooked meal. The product is for anyone who wants access to fresh ingredients without the hassle of traditional grocery shopping. # Visual style The ad has a vibrant and upbeat aesthetic. It combines scenes from a home kitchen with dynamic shots of fishermen on a boat, creating an interesting juxtaposition between home-cooked meals and the source of the ingredients. The editing style includes quick cuts between scenes, enhancing the energy and rhythm of the ad. The production quality is polished, giving the ad a professional commercial feel while maintaining a sense of authenticity and fun. The pacing is fast, with cuts synchronized to the music beats, adding to the overall lively and engaging viewing experience. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 A woman is in her kitchen holding a recipe and speaking about the quality of the fish. - 00:03–00:05 The camera shows the woman's phone with the Instacart app open as she types, “Ready to cook” into the notes section. - 00:05–00:22 Transitioning to fishermen on a boat, the woman sings a parody of the Wellerman sea shanty with a group of fishermen. - 00:22–00:26 An Instacart shopping bag filled with groceries is shown on the kitchen counter, followed by the woman taking a beer batter mix out of the bag. - 00:27–00:29 The camera cuts to a shot of the woman serving the prepared seafood dish to her family.

# Ad summary This ad promotes Instacart by highlighting the ability to choose the ripeness of bananas you purchase. It shows a poll asking the viewer to pick which ripeness they prefer. It states the availability of the product on the Instacart marketplace. # Brand positioning This ad positions Instacart as a convenient and reliable solution for grocery shopping, focusing on customization. The brand is presented as responsive to individual consumer preferences. Instacart is implied to break from the norm of standard grocery shopping by offering greater control over the selection of fresh produce, particularly concerning ripeness. The brand's positioning is functional, emphasizing the simplicity and customization of the shopping experience. # Product The advertised product is Instacart's grocery delivery service, specifically highlighting the ability to customize banana ripeness levels. The service caters to individuals who have a specific preference for how ripe their bananas are, whether they prefer them "Not ripe", "Almost ripe", or "Ripe". The ad addresses the barrier of not being able to get produce exactly how you like it when shopping through other delivery services. It emphasizes the brand's ability to accommodate individual preferences, making it a worthwhile option for those who value customization in their grocery shopping. # Visual style The ad has a bright and clean aesthetic. It features a mix of real-life imagery (bananas) and digital elements (poll). The image treatment is simple, with natural lighting and minimal filters. The typography is modern and easy to read. The ad contrasts a digital style poll on top of real food in the background. # Hooks Headline: Get bananas just how you like # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with the statement "Get bananas just how you like", immediately telling the audience the primary message which is the ability to customize your banana preferences. The brand voice tells the viewer what the ad is about upfront. - The central part of the ad shows an interactive poll asking "Which do you prefer?" This gives the audience a chance to participate in the ad and also highlights the different ripeness options. The poll is presented from the customer's perspective, directly engaging them. - Below the poll, there's a disclaimer that says "*Available at most retailers on Instacart Marketplace", clarifying the service's reach and availability. The disclaimer is presented from the brand's point of view, providing additional context.

# Ad summary This image ad for sunscreen mimics a summer day at the beach or pool. It shows an aesthetic arrangement of popsicles, a beach towel, a tote, and a tube of sunscreen. # Brand positioning This ad aims to position the sunscreen brand as an essential part of a perfect summer outing. It showcases an image of a beachside setup, complete with popsicles, a beach towel, and a tote bag, presenting the brand as a lifestyle choice for those who want to enjoy the outdoors without the worry of sun damage. It aligns the brand with values of relaxation, fun, and safety, subtly pushing against the norm of viewing sunscreen as just a functional product, and instead promoting it as part of a joyful, sun-safe lifestyle. # Product The product featured is a tube of sunscreen, designed to protect the skin from the sun. The small white tube with minimalist labeling does not explicitly state features, ingredients, or design details in the ad copy. The ad implies the sunscreen is for anyone enjoying a hot day and wants sun protection, thus addressing the barrier of sun damage during outdoor activities. The ad tells the viewer this product is essential for an enjoyable and carefree summer outing. # Visual style The ad has a bright and clean visual aesthetic, with a studio-shot setup of summer-themed props. The image treatment includes soft lighting and natural-looking colors. The typography is integrated in a simple, legible way. The visual style appears as an in-feed ad, designed to be eye-catching and easily scannable. # Hooks Headline: Hot out? We've got you. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the question, “Hot out? We’ve got you.” This messaging serves as an opening statement, intended to highlight the problem of dealing with a hot day, and it’s told from the brand’s perspective. It immediately positions the brand as a solution to the discomfort of hot weather. - The ad continues to show a visual arrangement of popsicles, a beach towel, a tote, and a tube of sunscreen. The visual aims to reinforce the idea that the brand offers a simple, easy solution to the problem, and it’s also told from the brand’s perspective. It reassures the customer that they have everything needed for a day out.

# Ad summary This summer-themed ad by Dropps is designed to keep people cool and clean during the summer season. It includes the product, pool elements, and summer snacks. # Brand positioning Dropps is presented as a brand that aligns with a clean, eco-conscious lifestyle. Positioning itself against traditional detergent brands, Dropps offers a sustainable, plastic-free alternative with its laundry and dishwasher detergent pods. The brand emphasizes convenience and effectiveness, appealing to consumers who want to reduce their environmental impact without sacrificing performance. The brand's product is shown alongside fun summer imagery. # Product The advertised product is Dropps Stain & Odor Laundry Detergent Pods. These pods are designed for effective stain removal and odor elimination in laundry. The pods come in a bright orange, cylindrical cardboard container with a cap. The product is for anyone who wants a convenient, eco-friendly laundry solution that tackles tough stains and odors. The packaging underscores the brand's commitment to sustainability, offering a plastic-free alternative to traditional detergent bottles. The inclusion of these products in a summer poolside setting suggests they are essential for keeping clothes clean during outdoor activities and vacations. Dropps addresses the need for effective stain removal and easy usage. # Visual style The ad features a brightly lit, high-quality studio shot with a summer-themed aesthetic. The composition is clean and organized, with each element carefully placed to create a visually appealing scene. The color palette is vibrant and cheerful, dominated by shades of yellow, blue, green, and orange, enhancing the summery vibe. The overall style feels playful and inviting. # Hooks Headline: Hot out? We've got you. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The image opens with a playful summertime scene, creating a nostalgic and refreshing vibe. This intends to immediately capture attention and create a positive association. The audience experiences this from the brand's perspective as they set the scene for a care-free summer moment. - The Dropps container is included within this poolside aesthetic, suggesting that this product is a seamless part of one's routine and setting up the rest of the narrative. The audience experiences this from the brand's perspective as they present their product within the scene. - The ad copy reinforces the summer theme by asking, 'Hot out? We've got you.' in the foreground. This copy serves to connect the summer theme to the core value proposition of the Dropps brand. The audience experiences this from the brand's perspective as they introduce their product as the solution to the potential summer problems.

# Ad summary This ad for PickUp promotes their seafood delivery. It uses text overlays to express the ability for the shopper to add special instructions for their delivery. # Brand positioning PickUp is presented as a grocery and goods delivery service, as implied by the UI interface of a mobile app. The ad explicitly positions the brand as being customer-centric by highlighting the ability to make special requests for your order. The brand aligns with a convenient lifestyle and seems to push against the norm of standardized grocery deliveries. # Product The product being advertised is seafood delivery. The ad shows the user interface for the company's mobile app, as the user shops for jumbo shrimp. The key product detail being advertised is the ability to add a note to the shopper. This feature lets the customer specify how they want their product to be delivered. The product is intended for people who are particular about their food. # Visual style The ad has a mobile-first vertical video feel, with an emphasis on clear product details and app UI. Editing is quick, with cuts every few seconds to maintain engagement. The color palette is bright and food-forward. Pacing is fast, with cuts timed to the upbeat music track. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens on a close up of cooked jumbo shrimp, and asks the question 'Picky?' - 00:02–00:04 00:02–00:04 That question is followed with the statement 'Perfect.' as a button that reads 'Add a shopper note' appears. - 00:04–00:10 00:04–00:10 The ad cuts to a user interface that demonstrates ordering jumbo shrimp with an added note that reads 'Shell-on, please!' - 00:10–00:14 00:10–00:14 The ad wraps by stating 'Get seafood just how you like.'

# Ad summary This ad promotes Instacart as a flexible way for people to earn money. It shows a young man using the Instacart app to accept orders, shop for them, and deliver them. The ad highlights the ease of earning money and being paid the same day, allowing the man to purchase concert tickets. # Brand positioning Instacart is presented as a modern platform that empowers individuals to earn money on their own terms. The brand aligns with values of flexibility and convenience, positioning itself as a solution for individuals seeking to supplement their income to support their lifestyle goals. The brand defies traditional employment norms by offering immediate payment, contrasting typical delayed payment cycles. Instacart positions itself as functional (providing a platform for earning income) and emotional (enabling users to pursue leisure activities without financial strain). # Product Instacart is presented as a platform where individuals can become shoppers and earn money by fulfilling grocery orders. The product is designed for individuals who want to supplement their income while maintaining a flexible schedule. The ad highlights several key features: access to a large number of shopping orders, the ability to earn tips, and same-day payments. The ad addresses the purchase barrier of needing extra income to buy desired items by showing how Instacart enables a young man to afford concert tickets. The ad presents Instacart as an easy and flexible way to earn money. # Visual style The ad has a UGC (User-Generated Content) feel with casual, natural lighting and authentic settings. The editing style combines static shots with quick cuts and smooth transitions. The production quality is hybrid — it blends casual moments with more polished scenes. The pacing is consistent and upbeat, with cuts timed to the music. The overall aesthetic suggests an accessible, relatable vibe. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action Become a shopper today # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:04 00:00–00:04 The ad opens with a young man sitting in his car, using his phone while an Instacart bag sits in the passenger seat. He expresses feeling overwhelmed by life's financial demands (rent, bills, student loans), highlighting the common struggle of balancing responsibilities with the desire for fun activities. This section serves as a relatable introduction from the customer’s perspective, setting up the problem that the product will solve. The tone is casual and conversational. - 00:04–00:07 00:04–00:07 The scene transitions to a close-up of his phone screen, showing a text message. He then speaks, saying he still wants to do fun things. This moment clarifies the customer's desire for leisure, which acts as a direct continuation of the prior setup. - 00:07–00:10 00:07–00:10 The man walks through a grocery store entrance pushing a shopping cart with an Instacart bag inside, stating that Instacart is how he makes it happen. This marks a shift to the product-focused part of the story, introducing Instacart as the solution. The perspective remains from the customer’s view, but now with a tone of empowerment. - 00:10–00:14 00:10–00:14 The man pushes his shopping cart through a grocery store aisle and states that he saw a bunch of orders come in that will help him buy a concert ticket. This demonstrates the financial benefit of using the app to pay for the fun activities he wants to do. The tone is upbeat and focused on the ease of earning. - 00:14–00:20 00:14–00:20 The man carries an Instacart bag to his car. He then gets in the car while stating that everyone is stocking up, the tips are coming in, and he gets paid the same day. A screen appears showing a batch summary with earnings. This section reinforces the benefits of using Instacart as a shopper. The perspective is a blend of customer and brand, showcasing concrete financial gains and immediate reward. - 00:20–00:27 00:20–00:27 The man is shown relaxing, and says, “Sorry, one second,” and answers his phone happily exclaiming that he got the tickets. This highlights how Instacart makes it possible to enjoy leisure activities. The tone is joyful and emphasizes the positive outcome. - 00:27–00:35 00:27–00:35 The man gets ready in front of a mirror and says, “Bills? Paid. Ticket? Secured. And now all I have to do is memorize the set list.” He then begins dancing while adding that no one makes earning money easy and flexible like Instacart. This beat shows the user benefiting from the product in a fun and carefree way. It is from the customer's perspective and emphasizes the flexibility and ease of using Instacart. - 00:35–00:38 00:35–00:38 The ad ends with the Instacart logo and the call to action to become a shopper. This is from the brand’s perspective and the tone is direct and encouraging.

# Ad summary This Instacart ad features a woman at her farm speaking to the camera about how Instacart makes grocery shopping easier. She has the option to choose replacements for items that are not available, and her kids are picky eaters. The ad ends with a group of girls petting donkeys at her farm. # Brand positioning Instacart is positioned as a convenient solution for busy individuals and families who value having control over their grocery shopping experience. It enables users to shop from various stores, select specific replacements for out-of-stock items, and receive deliveries according to their preferences. The brand also aligns with a tone of practicality and reliability. # Product Instacart is a grocery delivery and pickup service that allows customers to shop for groceries from various stores through its app or website. The app offers real-time communication with shoppers and enables users to choose replacements for out-of-stock items, ensuring they get the products they need. It aims to make grocery shopping more manageable, especially for people with busy schedules or specific dietary preferences. # Visual style The ad features a UGC-style with natural lighting and handheld camera work in the opening and closing shots. The visuals are bright and cheerful, with a mix of outdoor and indoor scenes. The editing style is quick cuts, especially when transitioning between scenes. Pacing is moderate, with cuts timed to align with the voiceover. The ad is shot with a high-end camera and appears polished. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action Download now # Point of view - [object Object] # Storyline - 00:00–00:03 A woman stands outside with a donkey and says that grocery shopping is a pain. - 00:03–00:07 The storyline cuts to a shot of the woman sitting at a wooden table with three children. She says that her kids are probably the pickiest eaters in the world, implying that grocery shopping is particularly difficult for her family. - 00:07–00:10 The storyline cuts to a shot of someone holding a smartphone and showing the Instacart app, where users can choose a replacement item. This is to show how Instacart can help get the right replacement. - 00:10–00:12 The storyline cuts to the woman unloading groceries from a green Instacart bag in the kitchen, implying she has a reliable backup plan with Instacart. - 00:12–00:15 The storyline cuts back to the woman and girls petting the donkeys while the Instacart logo and tagline are displayed.

# Ad summary This ad shows a smartphone displaying a food delivery app and a customer using the app's note feature to customize a seafood order. The ad suggests that the service is perfect for picky eaters and those who want to ensure their seafood is prepared exactly to their liking. # Brand positioning The brand is implied to be a food delivery service with a focus on personalization. They aim to occupy the space in the consumer's mind as the perfect service for people who have specific preferences or dietary needs when ordering food. The tone is lighthearted and customer-centric, aligning with a lifestyle that values convenience and getting exactly what you want. The brand pushes against the norm of standardized food orders by highlighting its customizability. Brand positioning is functional, emphasizing simplicity and control over your order. # Product The featured product is a food delivery app that allows users to customize their orders. It works by letting customers add specific notes for the shopper. The ad is targeted toward users who are picky about how their food is prepared. A key feature highlighted is the ability to add notes to your order, as demonstrated by the example of requesting seafood with the shell on. The USP is the ability to personalize orders to meet exact preferences. The ad addresses the purchase barrier of not being able to get food exactly as desired by showcasing its customization feature. # Visual style The ad has a clean, modern visual style. The production quality appears high, with professionally shot food imagery. The composition layers a phone screen on top of a food background, integrating a platform-native style. Typography is large and bold for the headline, making it easily scannable. The style disrupts the feed by combining food photography with a smartphone UI. # Hooks Headline: Picky? Perfect. # Benefits - [object Object] # Features - [object Object] # Call to action Install now # Point of view - [object Object] - [object Object] # Storyline - The ad starts by speaking from the brand's perspective, with the text "Picky? Perfect." implying that the delivery service is a good choice for customers who have specific preferences. - The brand explains its value prop by highlighting, "Get seafood just how you like". This is to demonstrate to the viewer how the app's features allow customers to get customized meals. - The ad then takes the customer's POV and shows an interface of a food delivery app displaying the note feature which is being used to customize their seafood order. - The customer is writing a specific instruction for the shopper, requesting, "Shell-on, please!", to exemplify how the app provides solutions to customers' problems. - The app nudges the viewer to install it by displaying the CTA, "Install now", implying the customer can gain the convenience of personalizing every meal.

# Ad summary This ad uses music and product images to highlight the speed and convenience of ordering deli meat through Instacart, with custom cutting thickness options. # Brand positioning Instacart is positioned as a convenient delivery service that gets customers groceries quickly and accurately. It is a time-saving service that ensures quality and customization. It appears to align with modern lifestyles, emphasizing ease and personalization in grocery shopping. The branding is functional, focusing on the speed and ease of use. # Product The ad features deli meat (specifically, ham) as the product being advertised. Instacart allows users to order deli meat online, with the option to customize the thickness. It highlights the convenience of ordering from home without needing to specify preferences in person. The product is targeted towards people who enjoy fresh, customized deli meat but prefer the convenience of online ordering and delivery. The custom thickness options are a USP, allowing customers to get their deli meat cut exactly how they like it. # Visual style The ad has a polished, commercial aesthetic with quick cuts and smooth transitions. The production quality is high-end, with studio lighting and clear product shots. The pacing is fast, with numerous cuts per minute, timed to the beat of the music. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The ad begins with a spotlighted ham. - 00:03–00:06 00:03–00:06: The user selects "very thin" cut of ham on the Instacart app. - 00:06–00:09 00:06–00:09: The deli employees are shown cutting the ham. - 00:09–00:10 00:09–00:10: The deli meat is wrapped. - 00:10–00:15 00:10–00:15: The Instacart delivery bag is shown on the table with the text "Deli meat just how you like".

# Ad summary This ad promotes Instacart through a testimonial from a woman who uses the service to buy groceries for her grandparents. The ad highlights the ability to see what's in stock and the reliability of the service. # Brand positioning Instacart is positioned as a reliable and convenient grocery delivery service that allows users to shop online from various stores and have their orders delivered directly to their homes. The ad emphasizes the platform's user-friendly interface, which shows what items are in stock, and its communication system that informs customers when items are unavailable. By featuring a woman who uses Instacart to shop for her grandparents, the brand promotes a sense of caring and responsibility, suggesting that Instacart can help users maintain family connections and provide for loved ones, no matter the distance. # Product Instacart is an online grocery delivery platform that allows users to order groceries from various stores and have them delivered to their homes. The ad focuses on the convenience and reliability of the service, highlighting features such as the ability to see what items are in stock and the communication system that informs customers when items are unavailable. The app's interface is showcased on a phone screen, demonstrating how users can easily add items to their cart. The ad also addresses the purchase barrier of item availability by showing how Instacart ensures customers get what they need, or are promptly informed if something is out of stock. The USP of Instacart is its reliability in providing the groceries customers want, delivered directly to their door. # Visual style The ad has a natural and authentic aesthetic, with a mix of selfie-style shots and professionally filmed scenes. The editing style is smooth, with seamless transitions between shots. The production quality is high, giving it a polished commercial feel while maintaining a UGC vibe through the testimonial format. The pacing is consistent throughout, with cuts timed to the music. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action Download now # Point of view - [object Object] # Storyline - 00:00–00:03 A young woman is speaking to the camera, introducing the topic of her grandparents and their horchata. - 00:03–00:05 The perspective shifts to a shot of a smartphone displaying the Instacart app, with a bottle of horchata selected for purchase. This reinforces the woman’s claim about Instacart as it provides a visual example. - 00:05–00:07 An older man, presumably one of the grandparents, is shown taking groceries out of an Instacart bag in a kitchen. This visual supports the claim of Instacart's service actually being used. - 00:07–00:09 The scene transitions to the grandparents sitting on a porch, drinking horchata, emphasizing the end result of the Instacart service. This is positioned as the desired outcome: happy grandparents enjoying their favorite drink. - 00:09–00:10 The woman returns to the screen, explaining that Instacart will notify her if they can't find what she needs. This highlights the customer service and reliability aspects of Instacart, offering reassurance. - 00:10–00:14 The ad concludes with the Instacart logo and tagline, reinforcing the brand identity and the convenience it offers. The grandparents are seen laughing together with horchata, which helps to ensure that the core customer is the focus.

# Ad summary This ad demonstrates the ability to customize your produce order in the grocery delivery app, featuring an image of the app screen over a background of vegetables. # Brand positioning The brand aims to occupy the space of the perfect grocery delivery service, one that understands and caters to the specific preferences of its customers. It promotes values of convenience, customization, and satisfaction. The brand is positioned against the norm of accepting standard produce selections, emphasizing the ability to get groceries 'just how you like' them. This positioning is both functional, offering a practical service, and emotional, providing a sense of control and satisfaction in getting exactly what one wants. # Product The product is a grocery delivery app that allows users to customize their produce selections. The ad highlights a feature that enables users to add specific notes for their shopper. In the screenshot shown, the user has added the note 'Large carrots for roasting, please' in the text field. This addresses the potential purchase barrier of receiving unsatisfactory produce by offering a personalized shopping experience. The app's USP is the ability to communicate specific preferences directly to the shopper, ensuring customers receive exactly what they want. The ad shows a use occasion of a customer wanting large carrots for roasting, demonstrating the app's ability to accommodate specific culinary needs. # Visual style The ad has a polished, studio-shot appearance, utilizing a flatlay arrangement to display fresh produce. The image treatment includes background removal, placing the product screenshot over a colorful backdrop of fresh vegetables. Typography is integrated with large, bold text for the headline, enhancing scannability. The style contrasts with platform norms by using a high-design aesthetic, potentially increasing stop power in feed by standing out from more casual or UGC-style content. # Hooks Headline: Picky? Perfect. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action Install now # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the headline "Picky? Perfect." to draw in shoppers who have specific grocery requests. The brand is telling the audience they understand and value customers who want their groceries a certain way and implying that this is a good thing. - The ad copy, "Get groceries just how you like" reinforces the main message. The brand is telling the audience that the app allows total control over their grocery selection. - The ad shifts focus to a screenshot from within the app to show a real-world use case. A customer is using the “add a note for your shopper” field to specify that they want “Large carrots for roasting, please.” The customer is showing how easy it is to communicate their specific needs using the app. - The ad concludes with a call to action button that reads, “Install now” to encourage immediate app downloads. The brand is directly prompting the audience to try the app and experience the benefits for themselves.

# Ad summary This ad features two men dressed in matching green outfits with styled hair and mustaches in front of a green background. They are holding a phone and the overlay text says "Bananas just how you like" as an Instacart screen shows unripe, ripe, and overripe bananas. # Brand positioning Instacart is positioned as a convenient online grocery delivery service that allows customers to order groceries and other products from local stores and have them delivered to their doorstep. This ad aims to set Instacart apart in the competitive grocery delivery market by focusing on personalized service (the ability to select exactly the kind of produce the customer desires). The tone of the ad is comedic and playful, distinguishing Instacart through a memorable ad. # Product Instacart is an online grocery delivery service that allows users to order groceries and other household items from various local stores and have them delivered to their doorstep. The ad specifically highlights Instacart's capability to deliver bananas exactly to the customer's preference, in various stages of ripeness. The ad implies that Instacart addresses the purchase barrier of not being able to hand-select one's own produce by allowing customers to specify the exact type of items they want, thereby ensuring customer satisfaction. # Visual style The ad has a retro and comedic aesthetic, with a polished feel. The editing is static and the shots are center-framed. The production quality is high-end, lending a comedic and exaggerated feel. The pacing is slow, allowing viewers to take in the visual and audio elements. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:08 00:00–00:08: Two men in green outfits stand side by side, holding up a phone displaying the Instacart app. They deliver the line, "Bananas just how you like," emphasizing Instacart's ability to fulfill specific grocery preferences. The message intends to highlight the convenience and customization Instacart offers. The perspective is from the brand, using comedic delivery to capture attention.

# Ad summary This ad promotes a gluten and soy-free ramen recipe made with Instacart-delivered ingredients, showcasing the convenience and accessibility for busy, health-conscious individuals. # Brand positioning The brand aims to position itself as an allergy-friendly home chef platform. It promotes values of accessibility, inclusivity, and convenience, allowing busy consumers to enjoy viral recipes without the common allergens of gluten and soy. The brand pushes against the notion that allergy-friendly options are inconvenient. Its positioning is both functional, by offering allergen-free recipes, and emotional, by empowering individuals to enjoy popular foods without dietary restrictions. # Product The featured product is a gluten and soy-free ramen hack recipe. This recipe is designed for busy people that have allergies and want to create a quick meal. It uses gochujang, coconut aminos, mayonnaise, crushed red pepper, chicken bouillon paste, honey, and sesame oil to create the base sauce, mixed with one egg yolk and pasta water. The recipe provides an accessible solution for individuals with gluten and soy allergies to enjoy a popular food trend, ramen. Ingredients are conveniently delivered through Instacart, addressing time constraints and accessibility barriers. # Visual style The ad has a bright and polished look with clear lighting. It is a hybrid between UGC and a polished commercial, aimed at creating a relatable and accessible feel while maintaining a professional appearance. Quick cuts are used to maintain a fast pace and keep the viewer engaged. The editing rhythm is consistent, with cuts timed to match the rhythm of the voiceover. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 00:00–00:06 The video begins with a close-up of gluten and soy-free ramen being prepared and garnished with scallions, sesame seeds, and seaweed. The creator introduces herself as an allergy-friendly home chef, aiming to make viral recipes accessible, and presents a gluten and soy-free ramen hack. The intent is to immediately showcase the end result of the recipe and highlight the allergy-friendly aspect. The perspective is from the creator, who speaks confidently and enthusiastically. The tone is inviting and informative. - 00:06–00:08 00:06–00:08 Transition to the creator holding an Instacart bag, emphasizing the convenience of getting the recipe ingredients delivered. The intent is to show the convenience of using the service and getting the ingredients at home. The perspective is from the creator, addressing the audience with a friendly tone. - 00:08–00:10 00:08–00:10 Close-up shot of water boiling in a pot. The creator pivots to the food preparation stage. The perspective is from the creator, showcasing the first step in the recipe. - 00:10–00:17 00:10–00:17 The creator adds gochujang, coconut aminos, mayonnaise, crushed red pepper, chicken bouillon paste, honey, and sesame oil to a bowl, and whisks them together. The next step is adding an egg yolk and whisking well. The intent is to demonstrate how to combine the base sauce ingredients. The perspective is from the creator showing the steps in the recipe. - 00:18–00:20 00:18–00:20 The creator adds the pasta to the boiling water in a pot, demonstrating the cooking process. The perspective is from the creator showing another step in the recipe. - 00:20–00:25 00:20–00:25 The creator mixes 2-4 tablespoons of the pasta water to the sauce. Next, the creator mixes the pasta with the sauce. The intent is to show the sauce mixing steps. The perspective is from the creator, demonstrating the combination of the sauce ingredients and the ramen. - 00:25–00:29 00:25–00:29 Add the pasta to the bowl with the sauce, then add your favorite toppings. The intent is to show the completion of the recipe with customizable toppings. The perspective is from the creator, showcasing the final step.

# Ad summary This Instacart ad features a tattoo of a merman holding an Instacart mobile app that prompts the user to order seafood with notes for their shopper, suggesting the Instacart app allows the user to get seafood just how they like it. # Brand positioning Instacart is presented as a convenient and customizable grocery delivery service. The ad focuses on the idea that Instacart allows customers to get their seafood "just how you like it" by using the "add a note" function within the app, suggesting that Instacart values personalization and attention to detail. The brand's tone is light and humorous, highlighted by the whimsical visuals and catchy jingle, which create a memorable and positive brand experience. Instacart positions itself as a modern solution to grocery shopping, appealing to customers who value convenience and the ability to customize their orders. # Product The featured product in this ad is the Instacart app, a mobile platform that allows users to order groceries and other goods from various retailers, which are then delivered to their doorstep. The app provides a way to shop for seafood with specific preferences, highlighting the 'add a note' feature to communicate special requests to the shopper. The product addresses the need for customized shopping, allowing users to get their items exactly how they want them, such as specifying how the fish should be cut. The ad emphasizes convenience, implying that using Instacart saves time and effort by bringing the desired items right to the customer’s door. Instacart is presented as a seamless solution for busy individuals who want to ensure their grocery needs are met with a high degree of personalization. # Visual style The ad features a blend of quirky visuals with a low-fi aesthetic, combined with a polished commercial feel. The editing is fairly static with a few zooms. The visual motifs include a merman tattoo and an Instacart shopping bag. The pacing is moderate, with the focus on clear product visibility and a playful tone. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad starts with a playful, catchy jingle that immediately introduces Instacart in a lighthearted manner. - 00:04–00:07 The song conveys that Instacart lets you shop and add notes to get seafood. - 00:07–00:10 The ad highlights how the user can add notes to get seafood in perfect details. - 00:10–00:15 The ad emphasizes the speed and convenience of grocery delivery, highlighting that Instacart will soon deliver the groceries to make dinner.

# Ad summary This image ad for Instacart shows two smiling women outside, one carrying a tote bag with the Instacart logo filled with groceries, and the other holding a bottle of wine or champagne. The ad promotes Instacart as a convenient solution when plans change. # Brand positioning Instacart is presented as a convenient grocery and goods delivery service that adapts to the customer's needs, especially when plans change unexpectedly. The brand aims to occupy the space of a reliable and readily available solution for immediate shopping needs. The values communicated are convenience, adaptability, and trustworthiness, aligning with a modern, on-demand lifestyle. Instacart positions itself against traditional shopping methods by offering a quick and easy alternative. Its brand positioning is both functional (providing fast delivery) and emotional (offering peace of mind and flexibility). # Product The advertised product is Instacart's grocery and goods delivery service, which provides customers with a way to quickly obtain groceries, flowers, and beverages without going to the store themselves. The service is for individuals who need items delivered promptly, such as when their plans change. The ad highlights the convenience and adaptability of Instacart. The image features a tote bag, flowers, and a bottle of champagne, suggesting use occasions such as impromptu gatherings or celebrations. By showcasing a scenario where plans have changed, the ad addresses the purchase barrier of time constraints and last-minute needs, offering a reliable solution for immediate shopping requirements. # Visual style The ad has a bright and cheerful visual style. The production quality is high, suggesting a professional photoshoot. The image has natural lighting, creating a warm and inviting feel. The colors are vibrant and saturated, adding to the positive mood. The typography is clean and modern. The overall style is designed to be eye-catching and easily scannable in a social media feed. # Hooks Headline: Plans changed. We got you. # Benefits - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad starts with the message "Plans changed. We got you.", conveying the intention that Instacart is prepared to meet the customer's needs when unexpected situations arise. The brand is directly stating that they have a solution when plans change, positioning itself as reliable and adaptive. - The image of two smiling women outside, with one carrying an Instacart tote bag filled with groceries and the other holding a bottle, reinforces the brand's message. From the customer's perspective, this beat illustrates the positive outcome of using Instacart to quickly get what they need when their original plans are disrupted, showing the service in action and implying satisfaction and ease.

# Ad summary This ad for Instacart features a custom song about ordering deli meat. It highlights the convenience of having deli meat delivered to your door and the ability to choose the thickness of the slice. The ad targets people who love sandwiches and enjoy convenience. # Brand positioning Instacart is presented as a convenient grocery delivery service that aims to occupy the space of ease and customization in the consumer's mind. The brand values convenience and meeting customer's specific needs, as showcased by the ability to choose deli meat thickness. The ad pushes against traditional grocery shopping by offering a way to shop from home. Its positioning is primarily functional, emphasizing the simplicity and speed of getting groceries. # Product The advertised product is Instacart's deli meat delivery service, emphasizing the convenience of having deli meat delivered directly to your door. The service is for anyone who enjoys sandwiches and wants a quick and easy way to obtain deli meats. A key feature highlighted is the ability to customize the thickness of the deli meat slices through the Instacart app. The unique selling proposition is the convenience and customization that the app provides, addressing the barriers of time and effort associated with traditional grocery shopping and deli counter service. The ad showcases the use occasion of wanting to make a sandwich, suggesting the service is ideal for quick meal preparation. Ultimately, the ad conveys that the Instacart deli delivery service is worth trying for its simplicity and the ability to get deli meat exactly how you like it. # Visual style The ad has a playful and polished aesthetic, blending staged scenes with close-ups of the app interface. The editing style includes quick cuts to maintain a fast pace, with product actions timed to the music. The production quality is high-end, lending a commercial feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a spotlight on a large ham with a guitarist standing in the background. The scene is set up to look like the ham is a rockstar on stage. The messaging is trying to grab attention with an unexpected visual and musical hook. - 00:03–00:06 00:03–00:06 The focus shifts to a hand using the Instacart app to select the desired thickness of deli meat. This demonstrates the app's functionality and customization options. - 00:06–00:10 00:06–00:10 The scene changes to deli workers slicing meat. This highlights the process of fulfilling the order with attention to detail. - 00:10–00:14 00:10–00:14 The ad concludes with a shot of an Instacart bag filled with groceries. This emphasizes that deli meat just how you like is available on Instacart.

# Ad summary This ad highlights Instacart's ability to deliver fresh seafood right to your doorstep. The ad uses a quirky song sung by the main character as a chef, showing how seafood gets from the boat to the customer's kitchen, emphasizing the freshness and convenience of Instacart's service. The end shows a family enjoying a seafood dish. # Brand positioning Instacart is presented as a convenient solution for grocery shopping, specifically highlighting its ability to deliver fresh seafood directly to your door. The brand aims to occupy a space in the consumer's mind as a reliable and efficient service that ensures the freshness of products. By showcasing the journey of seafood from the boat to the customer's kitchen, Instacart promotes a sense of quality and reliability that goes beyond simply delivering groceries. The tone of the ad is playful and unconventional. Instacart positions itself as a modern solution that breaks away from the traditional grocery shopping experience, making it easier for consumers to access fresh ingredients. # Product The ad promotes Instacart as a grocery delivery service that provides access to fresh seafood. The service allows users to order seafood via their app, even specifying preferences like 'not frozen'. It emphasizes the freshness of the seafood, ensuring it is 'firm to the touch' and has 'no smell at all'. The ad shows the product journey from the fishermen on the boat to the customer's kitchen, highlighting convenience, quality, and personalization. It addresses the purchase barrier related to freshness, assuring customers that they can get high-quality seafood delivered right to their door, enabling them to prepare and enjoy seafood dishes at home. # Visual style The ad has a hybrid aesthetic, blending a polished commercial feel with UGC elements. The editing style includes quick cuts, jump cuts, and smooth transitions. The production quality varies between studio-lit scenes and more natural lighting. The pacing is upbeat and timed with the rhythm of the song. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 A woman in a kitchen is about to prepare a meal, she reads the recipe and sees that it calls for fish. - 00:02–00:03 She checks the fridge but realizes she doesn't have any fish. This sets up the need for a solution. - 00:03–00:05 She orders fresh fish through Instacart using her phone, specifying it needs to be fresh. This showcases the convenience and customizability of the service. - 00:05–00:09 Cut to a group of fishermen on a boat catching fish, accompanied by a quirky song about fresh fish. This adds a playful element and emphasizes freshness. - 00:09–00:22 The fishermen and the main woman sing together, highlighting the quality and lack of odor of the fish, and showing it go from the boat to her kitchen. - 00:22–00:25 Back in her kitchen, a green Instacart bag filled with groceries is shown on the kitchen counter, and the women puts potatoes down, signaling that the groceries have been delivered. - 00:25–00:26 Text appears on the screen reinforcing the message that the seafood is exactly how you like it when you order from Instacart. - 00:27–00:30 The prepared seafood dish is served to the family, showing the end result and satisfaction of using Instacart.

# Ad summary This ad is for deli meat. It asks the user which thickness of deli meat they prefer. # Brand positioning This ad presents a deli meat brand that caters to individual preference. The brand aims to occupy a space in the consumer's mind as 'perfect' for even the 'picky', suggesting a high level of customization and satisfaction. This positioning highlights that the brand is above the idea of competitors, who may offer only one type of deli meat that isn't perfect for everyone. The brand is positioned on an emotional value, letting customers know that they are perfect for you because you can have it your way. # Product The product featured is deli meat, specifically ham. The ad shows the product offered in three different thicknesses: very thin, thin, and medium. The deli meat is pre-sliced and packaged for convenient use. The ad emphasizes personalization, allowing consumers to choose their preferred thickness. The ad acknowledges a purchase barrier of deli meat not being sliced to personal preference. # Visual style The ad features a close-up, slightly out-of-focus sandwich, which serves as a backdrop for the poll question. The overall effect is to create a mouthwatering image while drawing attention to the deli meat choices. The design is clean and simple, likely aimed at being easily scannable and engaging in a social media feed. # Hooks Headline: Picky? Perfect. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad begins by asking, "Picky?" This is intended to address the viewers who have preferences for the thickness of their deli meat, who are therefore picky. The brand is starting the story to identify the viewer who feels this frustration. - The ad then responds with, "Perfect." This aims to assure viewers that this deli meat brand is the perfect solution for even the pickiest customer because you get to chose your thickness. The brand is telling the viewer that they understand their frustration and that their meat can solve the problem. - The ad shows the different meat thicknesses: Very thin, thin, and medium. This is meant to show the consumer that the brand is able to solve their issue and that they are, indeed, able to get what they want. The brand is showcasing how they can solve this issue. - The ad shows a green check mark on the 'thin' meat. This is meant to show the consumer what type of meat they are looking for and nudging them to select 'thin'. This is from the perspective of the brand because they are making a selection for the consumer.