Instacart - Add Life to Cart
In the 12 years since it was launched, Instacart has grown from a mere grocery delivery app to become a full-service delivery app that allows you to get nearly anything you can think of delivered to your home.
Like many startups, however, they were so focused on building a great product and expanding into new markets and functionalities, that they neglected a core need - Building a coherent brand strategy.
Instacart came to me looking to develop a credible overall Brand Strategy, hero tagline, and a creative toolkit to aid internal teams and agency partners in developing campaign creative across all levels of the marketing funnel - Awareness, Consideration, and Conversion.
Together with my writing partner, Zane Miller, we pored over past creative, historical brand efforts, and worked up a long list of contenders for a durable brand line. The winner? Add life to cart
Over the period of 3 months, Zane and I developed a brand toolkit that centered the idea of what Add life to cart actually means both to Instacart, and to customers.
Then we created example creative showing how the voice and tone could extend to various iterations, from Billboards, Bus Shelters and Wild Postings, to Podcast spots, online display banners, OTT short form and OLV longer-form video.
The internal Instacart creative team then took the idea of Add life to cart even further, developing a series of TV spots, creative directed by Brian Button.