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Creative in association withLittle Black Book
Instacart Cooks up an AI Assistant to Turn Pop-Culture Food Cravings Into Reality
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18/09/2026
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Directed by Brian McGinn, the campaign draws on scenes from beloved film and TV classics – ‘Shrek’, ‘Scooby-Doo’, ‘The Office’, and ‘A Charlie Brown Thanksgiving’
Instacart has launched Clementine, its AI-powered grocery shopping assistant that takes “what’s for dinner?” off your plate.
Now available to customers across the US and Canada on the Instacart Marketplace, Clementine turns a conversation, grocery list, or recipe into a personalised cart in seconds.
To introduce Clementine, Instacart has released an integrated brand campaign and four new TV spots.
The creative campaign – ‘Turn any idea into an order’ – comes to life across linear, OTT, OLV, YouTube, audio, social, influencer, and in-app touchpoints.
The campaign features four video spots directed by Brian McGinn, whose work includes ‘Chef’s Table’, ‘The Bear’, and ‘Street Food’.
The spots draw on scenes from beloved film and TV classics – ‘Shrek’, ‘Scooby-Doo’, ‘The Office’, and ‘A Charlie Brown Thanksgiving’ – in which iconic on-screen characters cook, create, and enjoy food.
In each spot, viewers are inspired by these iconic meals to try Clementine themselves – turning the recipes into a shoppable cart in seconds, and enjoying their creations the same day.
Instacart connects with consumers through shared memories of food and pop culture. Cultural touchpoints can drive both emotional resonance and action, whether that’s filling a cart with the ingredients for a butternut squash risotto you didn’t know you needed until just now, or creating a snack feast.
“Every parent knows the five o’clock spiral to figure out what’s in the fridge and what to make for dinner that the whole family will actually eat. We designed Clementine to support those moments and shoulder some of the mental load for consumers. When we approached the branding and design, we wanted Clementine to feel like a warm and capable presence that helps you think ahead. The more you use the product, the more it gets to know your preferences and routines, and can deliver tailored responses to serve your needs. To introduce Clementine to the world, we wanted our campaign to feel the same way the product experience does – familiar and rooted in meaningful food memories. Our new commercials feature some of the most iconic and nostalgic food scenes in TV and film and showcase how Clementine can turn those moments of inspiration into meals without adding work to your plate,” said Jasmine Taylor, VP of brand marketing, Instacart.
Creative in association withLittle Black Book
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