Thread by @Adweek

🥕 @laurajonesSF, CMO of @Instacart, joins Adweek's @hiebertpaul to share how the brand's offerings are expanding through inspiring product experiences, how investing in a brand identity refresh can reach new audiences and more. #Brandweek 🏝 adweek.it/Brandweek22

Who doesn’t like a carrot? The company’s rebrand was meant to be more dynamic and add more motion to convey its shift to a more tech-centric platform and “encode the brand framework in the logo itself.”

— @Instacart's @laurajonesSF #Brandweek 🏝

Instacart’s visuals “make this a brand that makes it resonate emotionally and sparks a craving: a literal craving for a popsicle or an emotional craving to be doing what the person in the images/videos are doing."

— @Instacart's @laurajonesSF #Brandweek 🏝

Instacart’s latest campaign—its largest ever, in terms of overall budget—involves a fantastical ad starring @Lizzo soaking in a bathtub while ordering an assortment of items on her phone.

— @Instacart's @laurajonesSF #Brandweek 🏝

When we go to the grocery store, there's a sensory aspect to it to make you feel inspired and excited. You feel a sense of voyeurism, inspiration, curiosity—so the goal was to bring that experience into the digital world.

— @Instacart's @laurajonesSF #Brandweek 🏝

To differentiate, brands must evolve from a transactional to an inspirational customer experience​.

— @Instacart's @laurajonesSF #Brandweek 🏝

As existing demand is saturated, investing in brand helps to accelerate growth by reaching new consumers and creating lasting preference​.

— @Instacart's @laurajonesSF #Brandweek 🏝

In economically uncertain times, brands that continue to invest in full-funnel marketing have the opportunity to broaden and deepen their relevance​.
— @Instacart's @laurajonesSF #Brandweek 🏝