No one can deliver your mom’s homemade short ribs.
That’s why Instacart just helps deliver the ingredients. Our new campaign for Instacart, “How Homemade is Made,” invites people to share love through food and celebrate the moments that only happen at home. “Your Mom’s Homemade Short Ribs” is a film, directed by award-winning director Ian Pons Jewell, that imagines a hypothetical world where “your mom’s homemade short ribs'' become famous overnight and are commercially produced for the masses. Sadly, by that point, they no longer look or taste like your mom’s short ribs. The film is accompanied by OOH, social and digital executions that all reinforce that the magic of a home cooked meal is made possible by Instacart.
“We developed the ‘How Homemade is Made’ campaign to highlight how the traditional concepts of food, family and shared meals that we know consumers crave can not only live alongside modern technology, but actually be fueled by it,” said Rich Silverstein, co-founder and co-chairman of GS&P.
Released: November 2021
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San Francisco, Instacart
