Instacart – Behind the Scenes!

What happens when you combine Instacart with the Super Bowl? The world's Koolest mascots deliver your game day groceries! Watch the final spot below, and then scroll down for some BTS!

Not only did we film these Mascots arriving at the beautiful Roosevelt Hotel in New Orleans, we also handled production on the delivery days themselves. On both Thursday and Friday before the Super Bowl, New Orleans residents could place an order on Instacart. For a few lucky participants, their order would be delivered by the Kool-Aid Man, Chester the Cheetah, the Pillsbury Doughboy, the Jolly Green Giant, and the Oscar Mayer Wienermobile!

We also replicated the Mascot deliveries on Saturday in the two competing cities: Kansas City, MO and Philadelphia, PA.

A couple fun facts about this shoot:

-- Our internal production team handled this shoot like a beast: Christine and Adam were the onsite contacts for New Orleans, and then left New Orleans on Friday evening to meet Chloe in Kansas City and Sam in Philadelphia.

-- We used a combination of Sony FX3s, Go Pros, and iPhones to capture all of the content.

-- All of the luggage was custom-made! (And yes - the Kool-Aid Man's suitcase had actual liquid that sloshed around in it!)

-- The Wiener dog's name is Moonpie!

-- Along with the deliveries, we also had a few special stops: the local New Orleans news, AdWeek House, a Philadelphia Firehouse, and a Kansas City Girl Scout Cookie booth!

-- Our caravan consisted of 9 vehicles including the Wienermobile (27' long, 11' tall, and 8' wide).

-- Because this was a real activation, the turnaround needs for this project were immediate. Our clients needed access to the footage to post on their Socials in real-time. (Huge shout out to our editor Nyk and his team at the Machine Shop for helping making the Post flow such a success!)

And because we know you are all dying to know: Yes, Christine and Adam did make it to Cafe Du Monde. And, yes, they are still dreaming about those beignets!