Instacart - “Summer Like It’s 1999”

Source: Instacart

Here’s a campaign that certainly feels of the moment … summertime, 1990’s nostalgia, and concerns about high grocery prices all coming together with e-commerce at Instacart.

To kick off the summer, and all summer long, Instacart is rolling back the prices on iconic grocery items from the 1990’s. Doesn’t that just feel fun at a time when we need a little fun for the summer?!?

To quote the brand … items are discounted an average of 47.2%, such as :

• BAGEL BITES®

• KOOL-AID®

• LUNCHABLES®

• CAPRI SUN®

• Otter Pops

• Hot Pockets

• Clearly Canadian®

• Kraft® Mac&Cheese

• Fruity PEBBLES™ Cereal

Yup, the 1990’s are back in store!

I just love the line, “How did you all live like this?!?” Classic. One generation schooling the next … also a cultural movement in the moment.

Such a perfect intersection of brand, culture, audience, and commerce … I’m betting this will lead to incremental sales of items that perhaps consumers wouldn’t have put on their shopping list without such a not-so-subtle push … with a new generation learning to love what were once classic grocery staples.

A 1990’s reminder, shall we say, for the older generation and trial for the new one!

What’s your experience? JIM