Instacart, the leading grocery technology company in North America, today announced “You’ve Got This, Parents,” a new back-to-school campaign with more ways for families to save. The six-week, omnichannel campaign showcases how Instacart is the one-stop destination for hassle-free back-to-school shopping in the US and Canada. Instacart’s expansive selection spans more than 1,400 retail banners across North America making it the perfect solution for busy parents to shop everything on their kids’ school list, including: fresh groceries for breakfasts and school lunches, school supplies, sporting equipment, backpacks, kids’ clothing, electronics and other everyday essentials.
“You’ve Got This, Parents” marks Instacart’s biggest back-to-school campaign ever alongside family-favorite brands across the US and Canada, including Babybel, Chobani, Lunchables, SKIPPY and Yoplait, among others. Instacart is also rolling out more ways for families to save during the campaign. First, by reducing its annual Instacart+ subscription fee for new members to $49 for the first year – a 50 percent discount beginning Aug. 111. Second, by enabling tax-free shopping on eligible back-to-school items for consumers in Texas and New Jersey during those states’ official tax-free holidays: Aug. 11-13 and Aug. 26-Sept. 4, respectively.
“Back to School can be a hectic and bittersweet time for parents and this campaign embodies how Instacart has parents’ backs this season,” said Instacart 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 how its AI-supercharged ‘Ask Instacart’ search experience can make school lunch prep that much easier. Now, parents can search for “easy school lunches” or “lunch a kindergartener can make” versus searching for specific items. The “You’ve Got This, Parents” campaign will reach families in the US 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 US and Canada, including Babybel, Chobani, Lunchables, SKIPPY and Yoplait, are joining forces with Instacart during the “You’ve Got This, Parents” back-to-school campaign to reach parents gearing up for the new school year. Instacart launched its CPG co-marketing solution earlier this year, which brings the brand strength of CPG partners together with Instacart’s ability to help get products in consumers’ hands quickly during key moments.