Instacart has launched its newest creator-led campaign. ‘The Male Shopper Project’ is a branded entertainment episode starring Antoni Porowski (‘Queer Eye’) and Hannah Berner (‘Giggly Squad’) that leans directly into the viral meme that men aren’t the best grocery shoppers – a cultural debate that’s generated millions of social views.
The campaign is Instacart’s first foray into the micro-drama format that’s been one of the biggest emerging trends in branded content.
“Instacart shoppers are really good at what they do – over 100 million five-star ratings last year speak for themselves. But the male shopper meme has taken on a life of its own, and we felt it was time to respond. We have the tools to help shoppers deliver great orders, and to give customers control over exactly what they get, and we wanted a campaign that could tell that story in a way that was truly entertaining. A narrative episode felt like the right vehicle. It’s the kind of content people actually want to watch on social, and Antoni and Hannah give it the cultural credibility to cut through the noise,” said Jasmine Taylor, VP brand marketing, Instacart.
This campaign ladders up to a larger platform centred on the idea that when you shop online, you should feel the same confidence and control as shopping in person. That’s the promise behind Instacart’s Grocery Quality Controls – a suite of in-app tools including Shopper Notes, Replacement Preferences, Smart Backup, and Preference Picker, which lets customers specify exactly how they like their items picked, from banana ripeness to peach firmness and deli meat thickness.