One of the biggest stressors of the holiday season is a lack of time to get everything done. With its new holiday campaign, Instacart is looking to relieve a little of that pressure by stepping in to handle grocery and other holiday supply shopping. 

Using the theme, “The Holiday Rescue App,” the campaign positions the company as the stressed-out consumer’s ally during the busy holiday period. 

“From last-minute ingredients and gift wrap to Christmas trees and alcohol and everything in between, Instacart’s got it covered from Thanksgiving through New Year’s Eve and beyond,” said Jasmine Taylor, senior director of marketing at Instacart. “With a promise to save the day (and consumers' sanity), we’re reminding busy families that we can rescue them from the holiday madness.”

The campaign is anchored by a new television commercial that depicts a woman trying to deliver the perfect pie from the kitchen to the table during a busy party. She makes it to the table just fine, but when a guest tugs on the tablecloth, the pie hits the floor. Fortunately for the host, Instacart is available to bring a replacement – plus other party necessities – right away. 

.“Today, we partner with more than 1,400 retail banners across fresh groceries, beauty, spirits, home improvement, and electronics, among others,” Taylor said. “Our campaign spotlights the breadth of our retailer selection and underscores how with just a few clicks on Instacart, we’re rescuing busy families this holiday season for all their shopping needs.”

The campaign will run across linear TV, OTT, search, YouTube, paid and organic social, influencer, audio, direct mail, and CRM throughout the holiday season. Instacart will also run a sweepstakes that will reward 52 consumers with free groceries for a year.