Instacart
Groceries, takeout, and everything in between, delivered in under 60 characters. I wrote CRM emails and paid media ads, including co-branded campaigns with CPG partners, to keep Instacart top of mind (and top of cart). I also crossed into brand work, helping launch Clementine, Instacart’s AI cart assistant, and introduce it to millions of shoppers.
copywriting
strategy
Project Overview
Client: Instacart
Industry: eCommerce / Grocery Delivery
Campaign: Growth & Lifecycle Marketing
My Role: Copywriting, Strategy
Instacart does a lot more than groceries. There's restaurant delivery, retail, Instacart+, and a growing list of ways to get almost anything to your door. The challenge is that most people still think of it as "the grocery company," and they're getting a dozen other emails and ads competing for the same tap.
So how do you get someone to order through Instacart when they're not already thinking about it? You meet them in the moments they already have: the empty fridge on a Sunday, the snack run before game night, the "what's for dinner" text at 5pm. I wrote CRM emails and paid media ads that turned those everyday moments into reasons to order, across Instacart's full range of offerings.
I also wrote co-branded campaigns with CPG partners, balancing Instacart's voice with each partner brand's, and built AI prompts and templates that helped the team produce consistent, on-brand copy at scale.
Cold & Flu CAN 2026
Cart Assistant
Various
