Instacart

ALDI + Instacart

INSIGHT: Ordering from Instacart may be more expensive than in-store shopping due to higher priced items and delivery and service fees. Customers are frustrated when they pay for this extra expense to enjoy a little convenience, but in return receive low quality or damaged foods. Resulting in the customer having to go the grocery store anyways, which defeats the purpose on Instacart. 

STRATEGY: Target those who enjoy the convenience of retail delivery services.

IDEA: Show images of common food pairings with the outline of the missing mate.

EXECUTION: Billboard, Wall Mural

PROPOSITION: Aldi provide premium quality products.

Disciplines: Advertising, Design

Maplebear Inc., doing business as Instacart, is an American grocery delivery and pickup service company based in San Francisco that operates in the United States and in10 Canadian provinces.

It connects customers with shoppers who buy and same-day deliver groceries to their homes or prepare them for pickup at a store, accessible via a website and mobile app.

Having to stop by the store after work really makes you contemplate really hard if it is actually worth a trip to buy toilet tissue when you only have a half of a roll left at home. Nah, just use an old sock with a missing mate. 

THE BRIEF

Why? People view grocery delivery services as a service of dissatisfaction because they cannot personally select fresh produce and quality products.

Who? Terry (35) is a hard-working middle-class family man making a $100,000 salary as a Petroleum Engineer. Although he is a pretty good cook, his wife is the chef in the house. Some evenings when Terry gets off of work, he does not have the energy to stop by the grocery store to get last minute items that his wife asked for him to pick up on his way home. 

What? Inform people that Aldi is dedicated to providing its consumers with quality products.

Where? Billboard, Wall Mural.

How? Enable the key meassage, ‘Instacart is convenient and Aldi is reliable.’