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INSTACART
CONTEXT
When the pandemic pushed online grocery shopping into overdrive, Instacart’s business soared, but its brand hadn’t kept pace. Speed and convenience had fueled its growth, but they weren’t enough to build lasting loyalty. Instacart needed to give people a reason to choose it beyond the transaction.
WORK
I defined a new brand purpose rooted in something bigger than delivery: the joy and connection that comes from food at home. It gave Instacart a more emotional story to tell across its marketing and relationships with customers, partners and employees.
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