Instacart has begun a six-week back-to-school campaign that spans more than 1,400 retail banners in the U.S. and Canada.
The “You’ve Got This, Parents” program covers fresh groceries for breakfast and lunch, school supplies, sports equipment, backpacks, kids’ clothing, electronics and other everyday essentials.
The effort, which marks Instacart’s biggest back-to-school campaign, includes brands such as Babybel, Chobani, Lunchables, SKIPPY and Yoplait, among others.
As part of the effort, Instacart has reduced its annual Instacart+ subscription fee for new members to $49 for the first year, a 50 percent discount. In addition, it is observing tax-free holidays in Texas and New Jersey.
“Back to School can be a hectic and bittersweet time for parents, and this campaign embodies how Instacart has parents’ backs this season,” said CMO Laura Jones.
“From Instacart Shoppers who shop with the same care you do to our incredible selection of retailers including Best Buy, Costco, and Dick’s Sporting Goods, Instacart makes preparing for school seamless so families have more time to enjoy these last moments of summer together.”
The new campaign highlights Instacart’s grocery intelligence and its AI “Ask Instacart” search experience.
The campaign will reach families in the U.S. and Canada across multiple channels, including OTT/OLV, linear TV, paid and organic social, audio, CRM, affiliate marketing and on the Instacart App with “Back-to-School Groceries” and “Back-to-School Essentials” pop-ups.
As part of Instacart’s CPG co-marketing capabilities, CPG brands across the U.S. and Canada are working with Instacart.
“The back-to-school time frame is a critical window for Yoplait, so we’re always experimenting with new ways to most effectively reach consumers during this key season,” said Jeevan Grewal, associate director, omni at General Mills Canada.
“As a result, we were thrilled when Instacart approached us with their new CPG co-marketing capability and are looking forward to activating alongside them during their back-to-school campaign.”
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