Instacart Celebrates Its First-Ever Big Game Ad with Free Snacks with Your Order, Deals & Surprise Deliveries

Fans can get in on the action with a week of game day deals, free snacks with your order, and even a chance to get their Big Game Instacart order delivered by beloved grocery brand mascots in the iconic Oscar Mayer Wienermobile

The Big Game offers something for everyone — from the ultimate snack spread and the commercials to the action of the game itself -– and this year, Instacart is delivering more than just snacks. 

That’s right, our first-ever Big Game commercial will air during the second quarter of the game on Sunday, February 9, bringing together beloved icons from America’s favorite grocery brands — including breakout stars from the most legendary Big Game ads of years past — for one epic delivery that only Instacart could pull off. To get fans across the nation in the game day spirit, the ad will come to life ahead of the Big Game with a week of Instacart game day deals, free snacks with your order, and special deliveries featuring beloved grocery brand mascots from the ad in the iconic Oscar Mayer Wienermobile.

Watch Instacart’s Big Game Commercial: “We’re Here”

We unveiled our first-ever Big Game commercial entitled – “We’re Here” – today, available to view here:

Instacart’s Big Game commercial opens on a hilltop with Mountain Dew Puppy Monkey Baby and Cheetos® Chester Cheetah®, who puts out a call to “release the hounds.” The HEINZ Wiener Dogs he summoned charge over a hill and are quickly joined by a crew of iconic mascots on the ultimate mission — to deliver a family’s much-needed Instacart order just in time for breakfast. Green Giant, The Pillsbury Doughboy™, and Mr. Clean run through the streets to join the others, and The Kool-Aid Man and the Energizer Bunny soon burst onto the scene. Finally, the Old Spice Guy proclaims “I’m on a porch,” signaling the Instacart delivery has been made. And just like that, the family’s favorite grocery brands come together all in one place, delivered with care, right to their door – so they can spend more precious breakfast time together, underscoring that Instacart takes care of groceries so you can take care of life. 

“I’m thrilled to have the Old Spice Guy come to life in this extraordinary universe, where so many beloved consumer brands coexist — much like they do every day on Instacart’s marketplace,” said Isaiah Mustafa, the Old Spice Guy, notably featured in the brand’s commercials. “It’s been fifteen years since we first introduced the Old Spice Guy, and there’s a real sense of nostalgia and fun in bringing back this character in a new and exciting way. Big Game ads have always been about creating memorable moments, and this year, Instacart has crafted one that not only honors the past but also beautifully connects with the present – getting Old Spice delivered straight to your door along with your groceries is something we wouldn’t have imagined back then.”

You can watch the ad live during the second quarter of the Big Game, and if you’re craving more, check out the :60 director’s cut for additional scenes from the epic delivery.

Surprise! Iconic Instacart Deliveries in New Orleans, Kansas City, and Philadelphia

Leading up to the Big Game, we’re bringing our commercial to life by enlisting familiar faces from the spot to deliver select Instacart customer orders. Green Giant, Cheetos® Chester Cheetah®, The Kool-Aid Man, and The Pillsbury Doughboy™ are loading up the Oscar Mayer Wienermobile with grocery orders for some bun-derful deliveries in New Orleans, Kansas City, and Philadelphia – and yours could be one of them.

During the week of the Big Game, customers in the rival team cities and New Orleans can simply place an Instacart order and they may be notified of a larger-than-life delivery opportunity in the app before their order is fulfilled. Customers who approve may have their order shopped and delivered by an assortment of beloved brand mascots all aboard the Oscar Mayer Wienermobile. They may also receive custom Instacart gear and will have the opportunity to pose with the Oscar Mayer Wienermobile and its drivers, fondly known as “Hotdoggers,” along with the brand mascots. 

Shop Instacart’s Game Day Essentials Collection for Deals and Free Snacks with Your Order

If our commercial has you craving all your favorite snacks, the good news is that we’re offering a few ways you can stock up and save on everything needed for your game day spread, leaving you more time to cheer on your team and celebrate with family and friends. Shop here for all the best Big Game essentials and deals from Instacart.

• Game Day Essentials Collection: Shop the Game Day Essentials Collection between February 2 – 9, and save up to 40% (max. $10) on craveworthy snacks, drinks, and household essentials to make hosting a breeze. Score!

• Instacart’s Week of FREE Game Day Snacks With Your Order: Shop Instacart between February 2 – 9 and find rotating offers for free snacks* on your next order:

• February 2-3: Pillsbury Crescent Rolls
  • Tip: Make a quintessential Big Game appetizer, like Pigs in a Blanket that’s tasty, shareable, and easy to make – enough said. 😋

• February 4-5: Oscar Mayer Hot Dogs
  • Tip: If you’re looking for a creative way to munch on hot dogs during the game, consider making a tasty Hot Dog Chili. Mmmm. 🌭

• February 6-7: Hellmann’s Real Mayonnaise
  • Tip: Use Hellmann’s Real Mayonnaise to make all your favorite dips for the Big Game – from Spinach and Artichoke to Buffalo Chicken Dip! 🤤

• February 8-9: Cheetos Puffs Cheese Pizza Flavor
  • Tip: Just in time for the Big Game, Cheetos is releasing Cheetos Puffs Cheese Pizza Flavor, which tastes just like a slice from your favorite pizza shop. These hot new snacks are best enjoyed on their own for maximum enjoyment. 🍕

*Fees, taxes and terms apply. Limit 1 per person, eligible items only, while supplies last. Exp 2/9.

Big Game Foods…by the Numbers 

For 1 in 4 Americans, the biggest draw of the Big Game is actually the food and snacks. Inspired by the iconic brands in our Big Game commercial, we took a fun stroll down memory lane to see just how popular these snacks have been on Instacart. Since Instacart’s debut, we’ve helped deliver more than 347 million items from the brands mentioned in our ad, including products from Green Giant, Cheetos, Kraft Heinz, Oscar Mayer, Mountain Dew, Pillsbury, Mr. Clean, Kool-Aid, Energizer, and Old Spice. 

Here’s a break down of a few of the items sold via Instacart to showcase the popularity of these MVPs:

• Heinz Ketchup: Imagine filling up large sports coolers with every drop of Heinz Ketchup ever ordered on Instacart. The result? Over 500,000 coolers filled to the brim – enough to fuel countless tailgates.

• Oscar Mayer Hot Dogs: Line up each Oscar Mayer Hot Dog we’ve delivered, and they’d stretch across more than 180,000 football fields if we placed them end-to-end. That’s one incredible touchdown!

• Pillsbury Crescent Rolls: If we stacked every tube of the flaky Pillsbury Crescent Rolls delivered via Instacart on top of one another, they’d soar as tall as more than 180,000 field goal posts – a towering tribute to the Big Game.

Instacart’s “We’re Here” campaign underscores our unparalleled expertise and passion for groceries, all powered by a grocery-first technology platform, more than a decade of deep retailer and brand partnerships, and a dedicated community of more than 600,000 shoppers picking and delivering orders with care. Over the last 12 years, we’ve fulfilled more than 1 billion orders, making it possible for customers to get the groceries and goods they need from the brands they love delivered in as fast as 30 minutes from more than 85,000 local, regional, and national retailer locations across North America.  

Hungry for more? Additional information about Instacart’s first-ever Big Game commercial can be found in our press release, here.

Follow Instacart’s epic journey and tag @instacart (Instagram, Threads, X, or TikTok) and @oscarmayer (Instagram, Threads, X, or TikTok) if you come across the grocery brand mascots in real life and shop Instacart for all your Big Game snacking needs at www.instacart.com/store/pages/big-game-deals.  

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Instacart is the leading grocery technology company in North America, partnering with more than 1,500 national, regional, and local retail banners to deliver from more than 85,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.