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INSTACART
CONTEXT
When the pandemic pushed online grocery shopping into overdrive, Instacart’s business soared — but its brand lagged behind. Competing on speed and price wasn’t enough to build lasting loyalty, so they needed a bigger story people could connect to.
WORK
I shaped a brand purpose that went beyond delivery, tapping into the everyday emotions tied to food at home. That foundation gave Instacart a stronger voice in the market and inspired campaigns that deepened its bond with customers, partners, and employees alike.
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