Feeling That 90s Nostalgia – Instacart’s Got You Covered

Although Instacart wasn’t founded until 2012, the company is embracing a strong ’90s and Y2K aesthetic in its latest marketing campaign. Tapping into full-blown nostalgia, Instacart is not only rolling back prices—but also rolling back the decades. While the campaign is fun and clever, it’s also strategic: a bid to drive continued growth and capitalize on the seasonal summer boost, even as consumers remain wary amid persistent inflation.

While the ’90s nostalgia campaign may catch consumers’ attention, the 47.2% discount on ’90s-themed items—like Capri Suns—is likely to appeal to value-seeking shoppers. In fact, 79% of U.S. consumers who grew up in the ’90s say they associate summer with a sense of simplicity and carefree fun, reminiscing about a time before smartphones.