Delish Differences #TasteTest
Instacart aims to strengthen its brand as a champion of diversity while encouraging customer engagement through cultural experiences and purchases. By using YouTube videos, social media posts, posters, and free samples, Instacart targets Gen Z and Millennials who value inclusivity, love exploring global cultures and cuisines, and prefer brands that support diversity. By offering free cultural surprises, Instacart showcases how embracing our differences can enrich our lives—and prove that these differences are not only meaningful but also delicious.
Role : Art Director , Copywriter , Editor , Creative Strategy
Team : Aashi Methi, Jiya Ren, Hongyuan (Sam) Zhang
Target Audience : Gen Z and Millennials who values inclusivity
Strategy Statement
"Instacart aims to strengthen its brand as a channel of diversity and to encourage customer engagement on cultural interactions and purchases."
Get: Inclusive Gen-Z and Millennials who use multiple delivery services
To: motivate them to explore and experience new cultures and begin to see them in a positive light
By: highlighting Instacart’s free culture surprise feature with every delivery
Because: our differences make us special and they deserve to be savored everyday
When we embrace our differences, it enriches our lives.
Credits : Aashi Methi, Jiya Ren, Hongyuan (Sam) Zhang , Gauri Misra-Deshpande
Cast : Tanya Singh, Aishwarya Gade, Annel Sosa, Jiya Ren, Khushal Shah, Swapnil
