Instacart Launches a Stop-Motion Holiday Ad to Connect With Modern Shoppers

Instacart is turning holiday stress into storybook fun with its new campaign.

In Get a Little Magic Delivered, the retailer leans into Rankin/Bass-style stop-motion animation to celebrate the “Magic Makers” who make the season work, offering shoppers a little relief and whimsy along the way.

Developed with Starburns Industries, RadicalMedia, and Instacart’s internal agency, Local Produce, the integrated campaign includes four holiday spots across Linear, OTT, Paid Social, and OLV.

Each short film mixes familiar stop-motion charm with wholesome comedy to showcase Instacart’s app interface and how the service can simplify holiday prep.

“We designed this campaign to celebrate the people quietly holding the holidays together,” said Jasmine Taylor, VP of brand marketing at Instacart.

“There’s so much pressure to make every moment perfect, and we wanted to offer some relief.

The stop-motion style of our new holiday spots let us tap into something familiar, but we used it to tell a very modern story about how Instacart can help when things get chaotic."

A Whimsical Extension of Holiday Prep

In Pie, a stressed-out baker steps into a fantastical fulfillment world, guided by talking polar bears and foxes who help automate the holiday rush.

Another spot titled Polar Bear sees the furry creature carrying milk cartons and tossing them onto cable cars. 

They're cute, they're fun, and their wholesome; an ad formula that works, especially during the holidays. 

Notably, the campaign features over 25 CPG partners, including Oatly, Kerrygold, Duracell, and Breyer's, through co-branded creative running from Thanksgiving to New Year’s Eve.

The campaign extends beyond video spots. Instacart partnered with The New York Times Cooking on print-focused center spreads for its “One Less Sunday Scary” initiative, running throughout the holiday season.

On social, the brand introduced “The Lie Pie,” a limited-edition “fake the bake” kit created with Rethink.

This allows hosts to pull off a convincing Thanksgiving dessert using props like pumpkin-scented room spray and a “well-loved” recipe card. Influencers, including reality TV star Boston Rob, helped bring the stunt to life.

Ultimately, Instacart’s holiday initiatives reflect its continued investment in animation-led storytelling and a seamless customer experience, both central pillars of its broader brand marketing strategy.

Marketing Lessons from Instacart’s Stop-Motion Magic

For brands and agencies, Instacart is providing a model for constructing classic storytelling with seasonal relevancy.

• Using stop-motion and nostalgic visuals can make modern e-Commerce offerings feel more emotionally engaging.
• Partnering with recognizable CPG brands strengthens campaigns and extends their reach.
• Social-first stunts and influencer collaborations help campaigns feel interactive and culturally relevant, not just decorative.

This approach follows similar whimsical holiday efforts from brands like Walmart and Target, which have all used nostalgia-based campaigns and Christmas-related IPs to connect with shoppers.

Our Take: Is Whimsy the Mark of Great Holiday Ads?

We've seen countless holiday campaigns that try too hard to be cute or funny, yet few feel grounded in reality like this one.

Instacart adds personality to its service without veering into gimmick, pairing nostalgic stop-motion with clear, practical utility.

What we appreciate most is that the campaign recognizes holiday stress and responds with real help, not just seasonal sparkle.

For any marketer, it's a reminder that if your campaign makes life easier while entertaining, people are bound to remember it.

In other news, Aldi also launched an animated holiday campaign celebrating 10 years of its mascot, Kevin the Carrot. 

Nostalgia and technology can definitely coexist. These top agencies help eCommerce companies apply timeless storytelling with modern online experiences.