Campaign identity and visual system. Art direction for photoshoot. Design across digital and out-of-home.

Instacart’s debut brand campaign launched toward the end of the pandemic, as meal delivery services surged and convenience became the dominant narrative.

At the same time, caregivers were carrying more responsibility than ever, balancing work, family, and the emotional labor of making mealtime happen.

You can’t deliver homemade.

What people want isn’t just convenience, but connection. Home-cooked meals carry care and culture, yet the work of making them often falls on already-stretched caregivers. Instacart becomes the unseen ingredient that helps homemade happen.

How Homemade Is Made reframed Instacart as a partner in the making of home-cooked meals.

Each execution celebrated the effort behind cooking while turning emotion into action through QR-linked, cartable recipes. The system consistently showed how Instacart removes friction so people can focus on sharing care through food.