The ask: Create imagery for Instacart’s first social Super Bowl brand campaign, which ran during the week leading up to the big game. Instacart collaborated with top TikTok creators who collectively have more than 140 million followers. The focus was to create music, fashion and food-driven content that celebrates the greatest Super Bowl snacks.
The campaign focuses on providing inspiration for game day snacks, together with deals on fan-favorite game day groceries in the week leading up to the Super Bowl.
Casting called for ‘real’ people with unique and approachable looks, who are really only watching the Super Bowl for the snacks.
